Dulux is an international brand of paints and decorative coatings owned by the Anglo-Dutch multinational AkzoNobel. The brand is one of the most widely recognised names in architectural and decorative paint, and is sold in numerous countries across Europe, Asia, Africa, the Middle East and Australasia. In India, Dulux products are marketed by Akzo Nobel India Limited, the Indian subsidiary of AkzoNobel.
| Brand | Dulux |
|---|---|
| Type | Paint and decorative coatings brand |
| Owner | AkzoNobel |
| Industry | Paints, coatings, chemicals |
| Indian operator | Akzo Nobel India Limited |
| Product categories | Interior and exterior wall paints, wood finishes, metal coatings, primers |
| Mascot | The Dulux Old English Sheepdog |
Dulux offers a broad portfolio of decorative paints for both interior and exterior use, along with specialty coatings such as enamels, primers, undercoats, wood preservatives and texture finishes. The brand is known for its colour-matching systems and tinting machines deployed at retail outlets, allowing consumers to select from a wide palette of shades.
The Dulux name was first used in 1931 by Imperial Chemical Industries (ICI) and the American firm DuPont as a brand for alkyd-based paints; the name itself is derived from the words "Dulite" and "Luxury". For much of the twentieth century the brand was associated with ICI Paints, with separate ownership rights existing in different parts of the world. In 2008, AkzoNobel acquired ICI, consolidating most global rights to the Dulux brand under its ownership. In certain markets, including parts of the Americas, the brand remained associated with other paint companies due to historical licensing arrangements.
In India, Dulux is the principal decorative paints brand of Akzo Nobel India Limited, which is headquartered in Gurugram, Haryana. The Indian operations have roots in ICI India, which was rebranded as Akzo Nobel India following the global acquisition of ICI by AkzoNobel. The company manufactures and distributes Dulux paints through plants and a dealer network spread across the country, competing with domestic majors such as Asian Paints, Berger Paints, Kansai Nerolac and Nippon Paint.
The brand has long been associated with the Old English Sheepdog, popularly known as the "Dulux Dog", which has appeared in advertising since the 1960s. Dulux markets its paints through colour-led campaigns, including the annual selection of a "Colour of the Year" by its global colour research team based at the AkzoNobel Global Aesthetic Center in the Netherlands.
Dulux is among the most prominent international paint brands operating in the Indian decorative paints market. Through Akzo Nobel India, it contributes to the country's organised coatings sector, which has expanded with rising urbanisation, growth in housing and increased consumer spending on home improvement. The brand's tinting systems and colour consultancy services have also influenced retail practices in the Indian paint industry.