Japanese paint major Nippon Paint recently announced its foray into the automotive film protection segment in India with the launch of its Paint Protection Films (PPF) under the brand N-Shield. The announcement was made in New Delhi by Sharad Malhotra, President, Nippon Paint India, and Rakesh Handoo, Director – Marketing & Surface Care, Nippon Paint India.
Positioned as a natural progression of the company’s surface care business, the PPF line represents Nippon’s first major diversification beyond paint in its 144-year history. The India launch follows the debut of the product in Thailand earlier this month and marks a strategic push into a niche, high-growth segment that aligns with evolving consumer demand for long-term car surface protection.
“This is the first time we are going beyond paint at this scale,” said Malhotra, recalling how he began the automotive refinishing business for Nippon Paint India from a coffee shop in Delhi in 2011. “With India being our largest aftermarket market globally, this becomes ground zero for our PPF ambitions.”
Global Product, Local Sensibilities
Nippon Paint’s new product line includes a variety of PPFs with five, seven, and ten-year warranties, offered in gloss, matte, and even color variants. The product suite also includes ceramic coatings and auto-detailing consumables like dashboard cleaners and tyre dressers.
Acknowledging India’s unique climate and usage patterns, Handoo noted that the films have been designed with enhanced dust resistance, UV stability, and self-healing capabilities. “We have tailored the product for Indian conditions, including protection against daily swirl marks caused by traditional car cleaning practices,” he said.
Self-healing technology in the topcoat layer enables surface scratches to disappear under heat, such as from direct sunlight or warm water. All products are QR-coded, come with warranty cards, and will soon be trackable via a digital platform with WhatsApp-based customer support and feedback integration.
Market Opportunity and Go-to-Market Strategy
According to the company, current adoption of PPF in India is just 2 to 3% of new car sales, in stark contrast to markets like China and the US, where penetration is estimated at around 20%. Nippon Paint is targeting a 15 to 20% adoption rate in India over the next 2 to 3 years.
Distribution efforts are underway, with the aim of making the products available in over 100 cities by the end of the year. The company is also engaging with automotive OEMs, dealerships, detailing centers, and exploring partnerships with insurance providers for bundled offerings. “This is a preventive product,” Handoo emphasized, “unlike refinishing paint that comes after damage. This is about preserving the car’s appearance right from day one.”
Make in India Plans in Early Stage
While Nippon Paint is currently sourcing the TPU base film from vendors in China and Japan, and adding its proprietary coatings, it is exploring domestic manufacturing options as part of a longer-term Make in India vision. “We are aligned to the idea of local manufacturing,” said Malhotra. “However, it is early days and we are still evaluating the investment needed and plant scale. Right now, our investments are focused on R&D across Japan, China, and India.” The company has also begun discussions with Indian Railways and other non-automotive sectors, indicating a broader ambition for the PPF business beyond personal vehicles.
Strategic Tie-Up with India Champions Cricket Team
As part of its marketing strategy, Nippon Paint has tied up with the India Champions cricket team, comprising former cricketing legends such as Yuvraj Singh, to represent the brand’s “Forever Young” philosophy. The N-Shield logo will appear on the players’ helmets and kits during ongoing matches in India. “This collaboration embodies our product promise, which is preserving and protecting surfaces to keep them looking new, just as these legends continue to inspire long after their peak playing years,” said Handoo.
Market Outlook
With no other paint company currently active in the PPF space, Nippon Paint sees itself as an early mover among legacy brands, though it acknowledges competition from TPU producers and detailing product suppliers. The company expects the presence of a trusted brand like Nippon in the PPF space to expand the overall category in India. As consumers become more conscious of preventive vehicle care, Nippon Paint hopes to standardize and professionalize a space currently characterized by unorganized players and price disparities.
“We are not positioning this as a luxury add-on,” Malhotra said. “We’re aiming to cater to both mainstream and premium segments with a calibrated price-to-performance offering.” The PPF will be priced around Rs 65,000 and could go up to Rs 2,00,000, said Malhotra.
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