Indicus Paints launches new emulsion line inspired by Tamil Nadu heritage
The launch is tied to a broader shift in Indian design toward regional identity, authenticity, and heritage-led aesthetics rather than generic minimalism.
INDIA – Indicus Paints, a performance-driven brand under VNC Group, has launched Neote Luxury Interior Emulsion, a premium interior paint brand inspired by Tamil Nadu’s cultural and artistic heritage.
The brand combines advanced paint technology with tradition-led design to present a version of Indian luxury that is rooted in culture yet contemporary in feel.
Neote was introduced in Chennai, with Indicus framing it as more than a paint product and instead as a cultural statement for modern Indian homes.
The packaging uses a rich purple palette to convey confidence and modern elegance, while also drawing on visual elements associated with Tamil Nadu and wider South Indian culture.
The design references Bharatanatyam, the Veena, Nadaswaram, Mridangam, Thanjavur dolls, Kolam, Silambattam, and landmarks such as Madurai’s Meenakshi Temple and the University of Madras.
According to the brand, the packaging also includes elements of living traditions, such as boat races and Jallikattu, linking the product to cultural practices that remain visible in the region today.
Gokul Basker, Brand Founder, Indicus & Partner, VNC Group, said, “With Neote, we wanted to do more than create a luxury paint; we wanted to honour the richness of Tamil Nadu’s cultural heritage.¨
¨Bringing these timeless arts into our packaging is our way of showing that modernity doesn’t replace tradition, it reimagines it with confidence.¨
Beyond the branding, Neote is described as a premium-performing interior emulsion with a radiant, silky-sheen finish. It is scuff-resistant and uses Silver Ion Technology to help inhibit bacterial growth on painted surfaces, and is aimed at premium residential interiors.
VNC Group, the parent company of Indicus Paints, is headquartered in Karur, Tamil Nadu. Indicus Paints and Geco brands were launched in 2021 and has expanded across product categories while drawing on more than 40 years of business experience.
Indicus Paints offers a wide range of interior and exterior wall paints, primers, speciality coatings, and decorative finishes.
Their flagship products include Forto Durable Exterior Emulsion, HeatSeal Heat Reflective Waterproof Coating, Admyra Premium Interior Emulsion, and Ceiling Bright Emulsion.
Their portfolio covers walls, metals, woods, and terraces, catering to both functional protection and aesthetic design.
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