JK Maxx Paints has launched JK Naturals, a sustainable paint brand debuting with JK Naturals Aura. This premium interior emulsion combines over 40% eco-friendly content—including 10%+ bio-based materials—with advanced air-purification technology to merge home beautification with conscious living.

JK Naturals Aura is a new paint developed with Denmark’s Shark Solutions that incorporates recycled PVB from old laminated glass. This eco-friendly formulation supports a circular economy by turning post-consumer waste into a raw material for manufacturing. The product will launch in North India between late October and mid-November 2026, followed by a nationwide rollout.

JK Naturals Aura is a luxury interior emulsion that improves indoor air quality by reducing formaldehyde. It features a smooth, rich sheen finish available in over 2,000 shades. True to its sustainability focus, the formulation combines recycled and bio-based materials and comes in recycled packaging.

Commenting on the launch, Nitish Chopra, Business Head - White Cement and Paints, said, “At JK Maxx Paints, we have always focused on developing solutions that respond to the evolving needs of consumers. With JK Naturals, we are taking this commitment forward by bringing sustainability into the home beautification category. Our first product, JK Naturals Aura brings together innovative materials, air-purification technology and a premium finish, offering consumers a thoughtful choice for their homes. Our collaboration with Shark Solutions further reflects our endeavour to explore innovative materials and create products that balance performance with environmental responsibility.”