ITS Coatings

What ITS Coatings does

ITS Coatings Pvt. Ltd. is a Mumbai-headquartered specialty manufacturer and distributor of traffic safety marking products and equipment, established in 2014. The company manufactures waterborne acrylic and solvent-based traffic marking paints under the iTraff brand, drop-on glass beads under Instaglo, primers under itcoprime, thermoplastic road marking compounds under iTherm, and protective coatings including iTraff SEAL anticarbonation paint and industrial coatings (ITCOPRIME, ITCOBIT, ITCAL). Production is centred at the company's Palghar, Maharashtra manufacturing facility, with regional sales offices in Mumbai and Chennai (Poonamalle).

The business model blends proprietary manufacturing with exclusive and non-exclusive equipment distribution. ITS sells its own paints directly to government bodies and infrastructure operators, most notably as one of only five vendors approved by the Airports Authority of India (AAI), and is approved by Military Engineer Services (MES). The company is also the national distributor in India for Graco road marking equipment, the exclusive India distributor for Hofmann GmbH (since 2024), and represents Easylux retroreflectometers and Jiangsu Luxinda thermoplastic equipment.

The company monetises through one-time product sales (paints, glass beads, primers, coatings) and hardware sales (equipment distribution and after-sales commissioning), with no disclosed recurring/SaaS component. Go-to-market is enterprise field sales combined with channel/distribution partnerships, supplemented by tender-based government procurement (AAI, MES, PWD, municipal smart-city projects) and event-driven demand generation at industry exhibitions such as Traffic Infratech Expo, Indian Road Congress, Wings India, Intertraffic Amsterdam and RAHSTA Expo. The company is ISO 9001:2015 certified, MSME (Udyam) registered, and compliant with IS-164 (Indian), TT-P-1952F (US federal) and BS 6088/1981 Type-2 specifications.

Name

ITS Coatings

Legal name

ITS Coatings Pvt. Ltd.

Website

https://itscoatings.in

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

ITS Coatings is a Mumbai-based manufacturer and distributor of traffic marking paints, glass beads, primers, and protective coatings, and the national/exclusive India distributor for Graco and Hofmann road marking equipment. It serves government infrastructure buyers, primarily the Airports Authority of India (one of five approved airport-marking vendors) and related public-sector infrastructure projects.

Ownership category

akta.pro rank

Product category

Traffic Marking Paints & Road Safety Coatings

NAICS

Paint and Coating Manufacturing (32551), Paint and Coating Manufacturing (325510), Paint, Coating, and Adhesive Manufacturing (3255)

SIC

Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851)

akta.pro primary industry

Automotive & Transportation Coatings (IMAEAGAC)

akta.pro secondary industry

Industrial & Protective Coatings (IMAEAGAB)

Keywords

• Traffic marking paints
• Road safety coatings
• Thermoplastic road markings
• Airport runway markings
• Reflective glass beads

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Traffic Marking Paints (Water-based, Solvent-based, Thermoplastic): ITS Coatings manufactures and sells its own brand of traffic marking paints (iTraff™ water-based, solvent-based, and iTherm® thermoplastic) directly to airports, road authorities, port operators, and contractors. Revenue is generated through product sales, likely via direct contracts and tender-based government procurement.
2. Road Marking Equipment Distribution (Graco, Hofmann): ITS Coatings acts as national distributor for Graco airless spray equipment and exclusive distributor for Hofmann road marking equipment in India. Revenue is generated through equipment sales, after-sales support, and commissioning services.
3. Ancillary Equipment and Accessories: Sale of allied products including ITS-1050 paint removal equipment, priming equipment, blowers and sweepers, Easylux retroreflectometers, and glass beads, complementing the core paint and equipment portfolio.
4. Easylux Retroreflectometer Distribution: ITS Coatings represents Easylux reflectometers in India for accurate measurement of retro-reflectivity, enabling quality control of road markings.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels3 records

Core offering

ITS Coatings manufactures and sells traffic marking paints (water-based and solvent-based acrylic formulations, thermoplastic paints), retro-reflective glass beads, primers, and protective/anti-carbonation coatings under its iTraff, iTherm, Instaglo, and itcoprime brands. The company also serves as a national distributor in India for international road marking equipment brands including Graco, Hofmann, Easylux, and Jiangsu Luxinda, offering a complete marking system solution to government bodies, airport authorities, and infrastructure operators.

Product overview

ITS Coatings is a manufacturer and distributor of comprehensive traffic safety marking solutions established in 2014. The portfolio centers on iTraff brand water-based and solvent-based traffic marking paints, complemented by Instaglo drop-on glass beads for retro-reflectivity and itcoprime primers for surface preparation. The company also offers protective coatings including iTraff SEAL anticarbonation paint and industrial coatings (ITCOPRIME, ITCOBIT, ITCAL). Distribution partnerships expand the offering to include Graco road marking equipment (LineLazer, GrindLazer, ThermoLazer), Hofmann equipment (airport and thermoplastic marking), Easylux retroreflectometers, and Jiangsu Luxinda thermoplastic equipment. Supporting equipment includes ITS-1050 paint removal equipment, priming machines, and blower/sweeper equipment. The company is ISO 9001:2015 certified and holds approvals from Airport Authority of India, Military Engineer Services, and complies with IS-164 and TT-P-1952F specifications.

Differentiator

Problem solved

Functional benefit

Brands

• iTraff: Premium range of water-based and solvent-based traffic marking paints for airports, highways, roads, parking lots, and industrial facilities.
• Instaglo
• iTherm
• itcoprime
• ITCOBIT
• ITCAL
• ITCOPRIME
• iTraff SEAL

Products and services

• iTraff Water Based Paint Premium waterborne acrylic traffic paints formulated for Indian conditions. Variants include RAPIDE TTP (TT-P-1952F compliant for airports), RAPIDE, PRO-AP (IS-164 compliant), and ECOPRO-KR. Suitable for airports, highways, roads, parking lots, and industrial facilities.
• iTraff Solvent Based Paint Premium solvent-based traffic paints for kerb markings, highways, PWD roads, seaports, parking lots, cycle tracks, and temporary markings. Includes RAPISOL (pure acrylic, fast-drying) and PROSOL (IS-164 compliant).
• Instaglo Drop on Glass Beads High retro-reflectivity glass beads for night-time visibility enhancement of road markings. Complies with BS 6088/1981 Type-2 and MOST specifications.
• itcoprime Primer Adhesive primers for concrete and asphalt road surfaces. Available for thermoplastic, water-based, and solvent-based traffic marking applications. Enhances paint adhesion and serves as a moisture barrier.
• iTraff SEAL Anticarbonation Paint 100% acrylic emulsion-based, heat insulating, waterproofing exterior water-based paint for concrete and masonry surfaces. Micro-porous structure acts as barrier to chlorides and carbon dioxide while allowing water vapor passage.
• Protective Coatings (ITCOPRIME, ITCOBIT, ITCAL) Range of protective coatings including ITCOPRIME Red Oxide Primer, ITCOBIT Black Bituminous Paint, and ITCAL Aluminium Paint Medium for corrosion protection on electric poles, railings, gates, structural steel, buildings, and wood structures.
• Graco Road Marking Equipment ITS Coatings is the national distributor in India for Graco road marking equipment including LineLazer airless spray systems (V 3900, 5900, V 250DC, ES 1000), GrindLazer paint removal equipment, ThermoLazer thermoplastic marking machines, and RoadLazer truck-mounted systems.
• Hofmann Road Marking Equipment Exclusive distribution in India since 2024 for Hofmann GmbH road marking equipment including H33-4 and H18-2 airless spray equipment for airports, 2K50A/2K60A two-component MMA marking machines, and H9-1/H16-3 sprayable thermoplastic equipment.
• Easylux Retroreflectometers Distribution in India of Easylux reflectometers for measuring retro-reflectance of road markings, road studs, traffic signs, and safety clothing. Includes MiniReflecto (handheld, Bluetooth) and Classic models, both EN1436 certified.
• Jiangsu Luxinda Thermoplastic Road Marking Equipment Distribution of Jiangsu Luxinda thermoplastic road marking equipment in India including LXD Rib Line profile marking equipment, LXD 860 hand push marking equipment, self-propelled thermoplastic machines, and LXD Booster vehicle attachment.
• ITS-1050 Paint Removal Equipment Own-branded thermoplastic paint removal equipment with triple rotary style cutters and wear-resistant carbide tools. Features adjustable depth control, power and rotation speed settings. Provides efficient line removal with minimal surface damage.

Quantifiable outcome

• One of five vendors approved by the Airports Authority of India (AAI) for airport marking paint supply
• +3 more outcomes

Named customers11 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Hofmann GmbHcoreChannel Partner/ Reseller/ Distributor · 1 January 2024ITS Coatings is the exclusive distributor in India for Hofmann GmbH since 2024. Hofmann is a European innovator and leader in road marking equipment since 1952. Their product range includes equipment for thermoplastics, sprayable thermoplastics, cold paints, 2-component cold plastics, and sprayable 2-component cold plastics. The first Hofmann equipment was commissioned at Mumbai Airport in 2024.
• Graco Inc.coreChannel Partner/ Reseller/ DistributorITS Coatings is the national distributor of Graco Road Marking Equipments Division in India. Graco is a world leader in fluid handling systems founded in 1926. ITS distributes Graco's LineLazer airless striping systems, GrindLazer paint removal equipment, ThermoLazer thermoplastic marking machines, and RoadLazer truck-mounted systems. The partnership enables ITS to offer complete marking system solutions including equipment alongside its own manufactured paints.
• Jiangsu Luxinda Traffic Facilities Co. LtdminorChannel Partner/ Reseller/ DistributorITS Coatings partnered with Jiangsu Luxinda, described as the largest and most reputed manufacturer of Traffic Marking Paint Application Equipment in China. Products distributed include LXD Rib Line profile marking equipment, LXD 860 hand push thermoplastic marking machine, and self-propelled thermoplastic machines. The partnership expands ITS's thermoplastic equipment portfolio at competitive price points.
• EasyluxminorChannel Partner/ Reseller/ DistributorITS Coatings represents Easylux reflectometers in India for accurate measurement of retro-reflectivity. Easylux specializes in design and development of precision optoelectronic measurement systems for road markings, road studs, traffic signs, and safety clothing. Products include MiniReflecto (handheld, compact) and Classic retroreflectometer models, both certified EN1436 by StrausZert/German DSGS.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Kansai Nerolac Paints: Large Indian industrial and automotive coatings supplier with road marking capabilities, participating in many of the same infrastructure tenders as ITS Coatings via its industrial coatings division.
• Berger Paints India: Major Indian decorative and industrial paint producer with a road marking paint range, frequently competing in PWD and highway tenders against ITS Coatings. Touches the same government procurement channels.
• Ennis-Flint (PPG Industries): PPG-owned road marking materials specialist that is one of the largest global suppliers of traffic paint, thermoplastics, and preformed thermoplastic; competes with ITS Coatings in domestic and export markets.
• Asian Paints (Road Marking / Speciality Coatings): Asia's largest paint manufacturer with a road marking and speciality coatings vertical that competes for Indian highway and infrastructure tenders. Far broader portfolio than ITS Coatings, but overlapping in government-driven traffic paint contracts.

Direct peers

• Swarco Road Marking Systems: Austrian road marking materials and equipment manufacturer producing thermoplastics, cold plastics, and reflective glass beads — directly comparable to ITS Coatings' iTherm and Instaglo product lines and active in international airport tenders.
• Geveko Markings: Danish specialist in road marking materials including thermoplastics, cold plastics, and pre-formed markings; a global specialist direct peer competing for premium highway and airport tenders where ITS Coatings is active.
• Aximum (Colas Group): European road marking products and services provider under Colas; competes in the same airport and highway marking materials category with both manufactured paints and applied services globally.
• 3M India (Traffic Safety & Security Division): 3M is a global leader in road marking tapes, reflective glass beads, and traffic safety products, directly competing with ITS Coatings in the airport and highway marking segments across India. Both serve government tenders with certified road safety marking solutions.
• Automark Technologies (India): Indian road marking equipment manufacturer and contractor that overlaps with ITS Coatings in thermoplastic application machinery and Smart City cycle lane projects, often competing as the equipment side of marking tenders.

Regional players

• GreenLines Infrastructure: Indian road marking and highway safety solutions contractor active in PWD and NHAI projects, providing both materials and application; regional player that tenders against ITS Coatings for highway marking contracts.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

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Compliance10 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ITS Coatings