JK Maxx Paints, backed by JK Cement Limited, has entered the sustainable paints segment with the launch of JK Naturals, introducing JK Naturals Aura Luxury Interior Emulsion as its first product. Marketed as “India’s First Nature Lovers’ Paint”, the product combines recycled and bio-based materials with air-purification technology and a premium finish.
Announced on October 21, 2026, JK Naturals Aura contains more than 40% eco-friendly content, including over 10% bio-based emulsion. Developed in collaboration with Denmark-based cleantech company Shark Solutions, the paint incorporates recycled polyvinyl butyral recovered from end-of-life laminated glass. The range also uses recycled packaging and is available in more than 2,000 shades.
The company said the product’s phased market introduction would begin in North India between late October and mid-November, followed by a nationwide rollout. Its air-purification technology is designed to reduce formaldehyde in indoor environments and help improve indoor air quality.
Nitish Chopra, Business Head – White Cement and Paints, said the launch reflects the company’s efforts to integrate sustainability into home beautification while maintaining product performance.
The company has also introduced a “Pledge a Tree” initiative through a QR code on product packaging, promising to plant a tree for every online pledge. A digital film will support the launch campaign.
Amandeep Malhari, Head of Marketing, White Cement and Paints, said the initiative aims to encourage consumers to incorporate environmentally conscious choices into everyday living.