ICI-Dulux pronounced the safest paint by a CSE report

Company Brief

New Delhi, September 07, 2009

A recent study by CSE on the lead content in paints, found ICI Paints as the company with the least lead content. The main objective of this study was to determine the total lead (Pb) content in paints intended for residential use. It is a proven fact that a very high concentration of lead in paints may lead to toxic effects in the population, especially infants and unborn fetuses.

Twenty five enamel paint samples (5 colours of 5 brands) manufactured by the major players were randomly tested for lead content. The lowest concentrations of lead were detected in brand Dulux (ICI Paints). All the samples of brand Dulux (ICI Paints) contained lead much below the specified limit of 1000 ppm (0.1%) specified by the Bureau Of Indian Standards (BIS). Dulux classifies as an Eco Mark Paint, a standard for labeling environment friendly products, introduced by the BIS.

ICI Paints has always used superior technology and state of the art innovation to ensure all its products are of the highest possible quality. Elaborating on this, Mr Hemant Somani, Head Marketing, AkzoNobel India, said, Our aim at ICI Paints India, is to offer the best possible solutions to our consumers keeping in mind their safety and wellbeing. Although there is no regulatory body for paints in India, which oversees lead content, ICI Paints has always ensured that it provides safe and environmentally compatible paints to its consumers. ICI Paints in India maintains the same international standards and superior technology that it follows worldwide. Consumers are increasingly becoming more conscious of health hazards and hence prefer using products that are safe and healthy in nature. ICI Paints has kept this consumer need in mind and has been manufacturing safe paints for the last 10 years, much before any other paints company.

After the CSE report declaring it as the safest paint, brand Dulux (ICI Paints) has been approached by several schools and institutions to get their campuses painted. This is what a satisfied distributor wrote back to Dulux, We have been using your paints for the last 10 years and have been very happy with your products and services. We always recommended Dulux to all our customers as we have seen your commitment to quality and protection of the environment. You have been telling us all the time that your paint contains no added lead, mercury and chromium and we have been committing the same to the customer. This only makes us more committed to your company and your products and we look forward to our continued association with you.

Consumer responses in Delhi have been very encouraging with Dulux registering an increase in queries post the CSE certification. Delhi has been an important market for ICI-Dulux and Dulux plans to increase its base and further invest in this region.

For further information, please contact:

Genesis B-M

Maitreyee Goswami

Mobile: 9873818405

Email: maitreyee.goswami@bm.com