Empowering homeowners with tools that make colour personal

Shayaan Seraj
Director of Aqua Paints, Octagon Fibres & Chemicals, a unit of Elite Group

The Daily Star (TDS): How would you assess the current state of Bangladesh's paint industry, and what policy or market-level interventions are essential to unlock its next phase of growth?

Shayaan Seraj (SS): Bangladesh's paint market is valued at over BDT 6,000 crore, led by Berger (65%), Asian Paints (15%), Nippon and Nerolac (5% each), and others including Aqua Paints at around 2%.

Despite growing urbanisation and housing demand, per capita paint use remains just 1.2 to 1.5 kg—far below India's 4.2 kg or the global average of 15 kg.

The World Bank's GDP growth forecast signals a positive outlook for construction and renovation activity. For local manufacturers, real growth will come from policy reform. Aqua Paints, through Aqua Resins and Emulsions, produces high-grade binders that can support exports to South Asia, the Middle East, and Africa if duty structures allow.

TDS: How is your company responding to the growing demand for personalised and aesthetic paint solutions?

SS: We're empowering homeowners with tools that make colour personal. Our InstaColor machines offer thousands of shades, with AI-based recommendations tailored to mood and lighting. We also provide on-site sampling, 2D/3D visual mock-ups, and textured finishes such as fairface or exposed brick to support modern interior trends.

Our aim is to help customers express identity through colour—whether it's sophistication in grey, serenity in the many shades of white, or warmth in rustic tones.

TDS: How do you balance affordability and quality for different market segments?

SS: Our products range from 6 to 24 taka per square foot, while labour costs vary from 8 to 16 taka. We see demand across the spectrum, and we've built a portfolio that offers quality at every price point—from entry-level economy paints to ultra-premium emulsions.

What matters is reliability. Whether applied in a city apartment or a coastal home, our paints are made to perform and endure.

TDS: What key innovations is your company prioritising to maintain a competitive edge in the rapidly evolving paint and home improvement sector?

SS: We're advancing eco-conscious options like low-VOC paints, anti-saline coatings for coastal zones, and elastomeric roof compounds that reflect heat and resist monsoons. To elevate the customer experience, we envision using Oakley smart glasses and Oculus headsets for immersive pre-paint simulations.

Internationally, we are pursuing certification through Malaysia's SIRIM QAS and collaborating with experts such as Professor Ian Hamilton of UCL to align paint performance with sustainable building design.

Why Choose Aqua Paints?

1. InstaColor Tinting – Thousands of colours instantly available, with AI-powered shade recommendations.

2. High-Emulsion Primers & Sealers – Enhanced surface bonding and protection, particularly effective in humid regions.

3. Eco-Friendly Formulations – Low-VOC paints made with safer materials, supporting greener buildings.

4. Durability by Design – Lifespan of 5–10 years, depending on application and surface condition.

5. Specialised Coatings – Includes anti-saline solutions, elastomeric roof paints, textured decorative finishes, and thermoplastic hot-melt road markings.