Jotun Group, the leading manufacturer of paints, coatings and powder coatings which has 71 companies and 40 production facilities on all continents, plans to take its total store count from the present number of 180 to 250 stores in 2009. The exclusive outlets of Jotun Paints, as on date, are present in the states of Maharashtra, Gujarat, Goa, Tamil Nadu, Kerala, Andhra Pradesh, Karnataka and Delhi, and the company plans to expand further in Delhi-NCR, Tamil Nadu, Karnataka, Kerela, Andhra Pradesh and Maharashtra.
On the differentiation value of his format, Percy Jijina, General Manager for Decorative at Jotun Paints, in an exclusive interview infoms, “Jotun India has positioned itself differently from other market players. It has set up a national chain of exclusive retail outlets across the country for its customers, who may avail of their products and services.”
“Included in Jotun’s offering are its ‘Color Advisor kiosks’ that allow customers to choose the exact shade they desire and are shown exactly how a particular room will look once it is painted. In addition, Jotun’s retail personnel at each outlet offer style and wall texture advice, which customers may adopt for their home décor,” Jijina further states.
Jijina also points out that Jotun ‘Multicolour outlets’ have panels that display different textures and colours offered by the group, and exhibit decorative paints. These outlets have the facility that enables the consumers to choose their desired colour, and then receive the desired amount of the same, on the spot through colour tinting machines. This is extremely viable for those who require small amounts of a particular shade as samples.
Informing that the average size of a Jotun Paint outlet is around 150 square feet, Jijina remarks, “At a Jotun outlet, the entire family can enter the store and touch & feel the product before selecting a particular product.”
—Bhavya Misra
