The Indian paint industry is undergoing a remarkable transformation, and minerals are at the heart of this change. Rising consumer expectations, stricter environmental norms, and the demand for paints that can withstand India’s diverse and challenging climate are reshaping the way paints are formulated.
20 Microns, India’s leading R&D driven industrial minerals company, is working closely with the paint industry providing advanced mineral solutions for the paints sector.Specialty minerals such as ultra-fine calcium carbonate, talc, and engineered additives are driving this shift. These minerals enhance opacity, spreadability, durability, and sustainability, making paints more effective and eco-friendly.
Traditionally, Indian paint manufacturers relied heavily on imports for high-quality mineral inputs. Today, 20 Microns is changing that narrative with its extensive portfolio of specialty minerals, giving paint makers better control over quality, cost, and supply chain resilience.
But 20 Microns’ vision goes beyond import substitution. The company is committed to innovation. Its R&D team works relentlessly to develop products that meet the evolving needs of paint formulators.
One of its breakthrough innovations is an extender1—a cost-effective partial replacement for Titanium Dioxide. This extender delivers excellent opacity and brightness while helping manufacturers optimize production costs. Currently, the R&D team is focused on next-generation fine extenders designed to deliver high gloss, improve film smoothness, and enhance brightness for premium decorative paints.
Innovation at 20 Microns also extends to rheology2. The company has developed specialized rheology modifiers and thickeners that improve paint application flow and levelling, resulting in superior finish and brushability. These advancements ensure that paints not only look better but also perform better during application.
What sets 20 Microns apart is its collaborative approach. The company works closely with formulators and manufacturers to co-develop solutions that address critical challenges such as cost optimization, performance enhancement, and sustainability. By combining technical expertise with a deep understanding of market needs, 20 Microns is redefining the future of paints in India—one mineral innovation at a time.
1In the context of the paints industry, “extenders” typically refer to mineral-based additives or fillers that are used in paint formulations to:
- Reduce cost by partially replacing expensive pigments like Titanium Dioxide (TiO₂).
- Improve certain properties of the paint, such as durability, opacity, rheology (flow), and texture.
- Enhance volume without significantly compromising performance.
Titanium Dioxide is a primary pigment that provides whiteness and opacity, but it’s expensive. So, companies like 20 Microns develop extenders—usually minerals like calcium carbonate, talc, kaolin, or silica—that can replace part of TiO₂ in the formulation while maintaining acceptable quality.
2In the context of paints, rheology refers to how the paint flows and behaves under different conditions during storage, mixing, and application. It determines whether the paint is easy to stir, spreads smoothly when brushed or sprayed, and levels out properly on the surface without sagging or dripping. Good rheology ensures that the paint is thick enough to stay on vertical surfaces but becomes fluid when you apply force, like brushing or rolling. This balance is achieved by controlling viscosity and flow characteristics, often using special additives called rheology modifiers. Essentially, rheology is about managing the paint’s consistency and flow so it performs well both in the can and on the wall.
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