JK Maxx Paints, a subsidiary of JK Cement Ltd., has entered the sustainable paints segment with the launch of JK Naturals, a new paints brand, and JK Naturals Aura, its first product. The luxury interior emulsion combines recycled and bio-based materials with air-purification technology and a premium finish.
JK Naturals Aura Luxury Interior Emulsion contains more than 40% eco-friendly content, including over 10% bio-based emulsion, according to the company. It also incorporates air-purification technology designed to reduce formaldehyde in indoor environments and improve indoor air quality.
The product has been developed in collaboration with Shark Solutions, a Denmark-based cleantech company specialising in recycling. It uses recycled polyvinyl butyral (PVB) recovered from end-of-life laminated glass, converting post-consumer waste into a raw material for paint manufacturing. The company has also incorporated recycled packaging as part of its sustainability approach.
Available in more than 2,000 shades, JK Naturals Aura features a sheen finish and smooth texture. Its formulation combines recycled and bio-based inputs to address consumer interest in home improvement products that consider environmental impact alongside performance and aesthetics.
The company plans to roll out the product in phases, beginning in North India between late October and mid-November 2026, followed by a nationwide launch.
Commenting on the launch, Nitish Chopra, Business Head, White Cement and Paints, JK Maxx Paints, said the new brand reflects the company's focus on responding to evolving consumer needs by incorporating sustainability into home improvement products. He added that JK Naturals Aura combines innovative materials, air-purification technology and a premium finish, while the collaboration with Shark Solutions supports the development of products that balance performance with environmental responsibility.
The launch marks JK Maxx Paints' entry into the sustainable paints category, with the company positioning JK Naturals Aura around recycled materials, bio-based inputs and indoor air quality.
