Shalimar Paints, one of India’s oldest and most trusted names in the paint industry with a legacy spanning over 120 years, has launched Xtra Tough Hi-Sheen, a premium exterior emulsion designed to deliver long-lasting protection with a striking high-sheen finish.

 

The new product enters the market at a time when Indian homeowners are increasingly looking beyond colour and aesthetics, demanding exterior paints that can withstand harsh weather conditions while maintaining their visual appeal. 

 

Designed for modern Indian homes, Xtra Tough Hi-Sheen brings together advanced protection technologies and premium finish quality to help walls stay cleaner, brighter and stronger for years.

 

Under the campaign tagline, "Ab dhool mitti nahi chipkegi, aapki deewar saalon tak chamkegi," the product highlights its promise of cleaner, shinier and more resilient walls. The launch further strengthens Shalimar Paints’ premium product portfolio and reflects the company’s continued focus on innovation-led coatings that deliver lasting value to consumers.

 

Engineered for India’s diverse climatic conditions, Xtra Tough Hi-Sheen offers a premium high-sheen finish designed to retain its brilliance across seasons. Its advanced dust-repellent formulation helps prevent dirt accumulation, while anti-algal and anti-fungal properties provide protection against moisture-related damage. 

 

The product is also powered by UV & Sun Reflect Technology, which helps reduce heat absorption and protects exterior surfaces from fading due to prolonged sun exposure.

 

Available in more than 2,000 shades and supported by an 8-year performance warranty, Xtra Tough Hi-Sheen gives consumers the freedom to customise their homes without compromising on durability. The product is positioned as a complete exterior solution for both new constructions and renovation projects, offering protection against rain, heat, humidity and pollution.

 

The launch reflects a broader transformation underway in the exterior paints segment, where consumers are increasingly prioritising performance alongside appearance. With premiumisation reshaping the category, homeowners are seeking solutions that offer easier maintenance, enhanced durability and long-term protection without sacrificing design appeal.

 

Commenting on the launch, Kuldip Raina, MD & CEO, Shalimar Paints, said, "The exterior paints category is undergoing a genuine shift. Consumers no longer separate aesthetics from performance; they expect both, simultaneously and consistently. Premiumisation today means building solutions that elevate a home's visual character while withstanding the realities of climate, time, and use. 

 

"We are witnessing a rise in demand for coatings that offer lasting value through protection, resilience, and finish quality, and Xtra Tough Hi Sheen has been built precisely for that expectation. 

 

"For the industry, this reflects a broader shift where innovation is increasingly measured by the ability to combine design aspirations with long-term surface performance rather than treating them as separate considerations. As the category matures, we believe performance-led innovation will increasingly define how consumers choose."