Jotun India Unveils Jotashield Eterna, Redefining Premium Exterior Paint Durability

Jotun India has set a new benchmark in the exterior paints category with the launch of Jotashield Eterna, its most premium offering under the trusted Jotashield brand. Designed to tackle the toughest challenges faced by Indian exteriors—colour fading, dust accumulation, and rain streaking—the product introduces advanced self-cleaning technology that helps walls look freshly painted for years.

Developed by Jotun’s India and regional R&D teams, Eterna combines superior binder systems with weather-stable pigments to deliver long-lasting protection and beauty, even under extreme climatic conditions. Its smooth finish prevents dirt from penetrating the paint film, while rains naturally wash away dust and streaks, keeping surfaces cleaner and brighter.

Available in more than 500 colours, Jotashield Eterna also features active protection additives that slow down paint ageing caused by UV exposure. The product has undergone rigorous testing and holds 21 global quality certifications, covering durability against CO₂ diffusion, accelerated weathering, water permeability, and salt spray resistance.

Backed by a 12-year performance warranty, Eterna reduces the need for frequent repainting, offering long-term value to homeowners, contractors, and developers. Commenting on the launch, Shashi Kumar Venugopal, Managing Director, Jotun India, said the innovation reflects Jotun’s commitment to combining global expertise with local insights to deliver solutions tailored for India’s demanding climate.

Adding to this, Madhvi Marathe, Head of Marketing, Jotun India, highlighted that Eterna addresses a clear gap in the market: exterior paints that not only look beautiful but truly last. She emphasized that lasting beauty requires resilience against extreme weather, and Eterna sets a new industry benchmark in dirt resistance, ease of application, and colour performance.

Jotashield Eterna is now available across Jotun stores in India, reinforcing the brand’s long-term commitment to innovation-led, high-performance solutions for exterior protection.