The launch marks a significant step in the evolution of premium paints in India, where design and cultural storytelling are increasingly becoming central to product innovation. Neote has been conceived not merely as a decorative coating but as a celebration of India's regional heritage, with Tamil Nadu serving as the principal source of inspiration.
The packaging of Neote has been designed to create a striking balance between tradition and modernity. Set against a rich purple backdrop symbolizing confidence and contemporary elegance, the design incorporates cultural motifs from Tamil Nadu and South India rendered in vivid traditional colours.
Among the featured visual elements are Bharatanatyam, the classical dance form rooted in the Natya Shastra, and iconic musical instruments such as the Veena, Nadaswaram, and Mridangam. The packaging also showcases artistic traditions including Thanjavur dolls, Kolam, and the martial art Silambattam, reflecting the region's enduring creativity. Architectural landmarks such as the Meenakshi Temple in Madurai and the University of Madras represent Tamil Nadu's historic built heritage. Living traditions, including boat races and Jallikattu, the Pongal festival event that helps preserve native cattle breeds, further reinforce the vitality and continuity of Tamil cultural identity.
Speaking at the launch, Gokul Basker, Brand Founder of Indicus and Partner at VNC Group, said the objective behind Neote was to create more than a luxury paint product. He stated that the brand was developed to honour the depth and richness of Tamil Nadu's cultural heritage, demonstrating that modernity does not replace tradition but reimagines it with confidence.
The Neote sub-brand logo has also been carefully crafted to reflect this philosophy. Drawing typographical inspiration from Tamil script, the logo incorporates a fluid form that evokes the viscosity of wet paint. The result is a visual identity that merges traditional influences with contemporary sophistication.
Gautam Patil, Co-Founder and Design Head at Plus One, who designed both the logo and packaging, said the identity was inspired by the same creative energy found in Indo-Western fusion music, where classical and modern elements combine to form something distinctive. He noted that these design elements extend from the Indicus parent brand to Neote and ultimately into the homes where the product will be used, reflecting a lifestyle that is youthful, confident, contemporary, and firmly grounded in cultural heritage.
The launch of Neote coincides with a broader cultural shift that is redefining India's design language. This emerging "India Modern" aesthetic places greater value on authenticity, regional identity, and inherited artistic wisdom rather than imported minimalist styles. The trend embraces warm, layered interiors featuring materials such as wicker, terracotta, brass, and handloom textiles.
Indic typography has become an increasingly important component of this movement, with regional scripts serving as powerful expressions of identity. Neote's Tamil-inspired logo embodies this direction. Designers are also moving away from a single, uniform national style and are instead drawing from highly localized influences, including Chettinad architecture and Warli art.
The launch of Neote further strengthens the position of VNC Group, the parent company behind Indicus Paints. Headquartered in Karur, Tamil Nadu, VNC Group is a diversified enterprise with more than 40 years of market leadership in welding consumables, steel wires, and fencing solutions. The company entered the paints and coatings sector in 2021 with the introduction of the Indicus Paints and Geco brands and has since expanded its product portfolio across both categories. VNC Group is also a leading distributor for Tata Steel, managing an extensive portfolio of the company's retail products throughout Tamil Nadu.
Indicus Paints has positioned itself as a performance-driven paints and coatings brand built on VNC Group's four-decade legacy. Designed specifically for Indian homes and climatic conditions, the brand combines durability, innovation, and cultural expression. Through initiatives such as Crossections and Neote, Indicus Paints seeks to blend traditional inspiration with modern creativity while maintaining a strong commitment to sustainability, cost efficiency, and aesthetic excellence.
With the launch of Neote Luxury Interior Emulsion, Indicus Paints has introduced a distinctive premium offering that transforms paint into a medium of cultural expression. By integrating Tamil Nadu's artistic heritage into product design and branding, the company has created a luxury paint that not only enhances interior spaces but also celebrates the enduring spirit of Indian tradition in a modern world.
About The Author
Comment List