IW Paint
IW Paint (PT. Indowira Putra Paint) is an Indonesian paint and coatings manufacturer founded in 1974 in Cimahi, producing decorative, industrial, automotive, and building-material coatings for residential, furniture, auto-refinish, and construction customers across Indonesia via distributors and direct sales.
- Company typePrivate
- Founded1974
- HeadquartersCimahi, Indonesia
- Headcount101–250
- GTM typeB2B
- OfferingHardware or Manufacturing
What IW Paint does
IW Paint (legal name PT. Indowira Putra Paint) is an Indonesian paint and coatings manufacturer founded in 1974 and headquartered at Jl. Industri II No. 5 Leuwigajah, Cimahi, West Java. The company operates across four product verticals: decorative paints (wall, base, ceiling/gypsum, roof, natural stone paints and wall fillers), industrial paints (wood finishes under the Petalac 2K polyurethane line, plus metal and glass coatings under Crystal Coat), automotive refinish products (primer, polyester putty, surfacers, basecoats and clear coats under the Adler brand), and building materials (skimcoat/powder wall putties such as King Kong Instant Powder and Attaboy, cement additives such as Mascot and Protar Raston CK, and waterproofing such as Protar X-Treme). Its core technology centers on water-based and solvent-based coatings including 2-component polyurethane systems, acrylic coatings, and epoxy formulations, with a documented R&D function split between water-based and solvent-based development.
The company's business model is B2B-led through a domestic Indonesian distributor network (including named partners such as PT Tunas Baru covering Palembang and surrounding regions) augmented by direct enterprise sales via customercare phone/email/WhatsApp and a self-serve bottom-of-funnel presence on Tokopedia and on its own website (visualizers, paint calculator, 3D home and 3D car preview tools, downloadable brochures). Customer segmentation is vertical — residential and commercial building owners, furniture and interior manufacturers, automotive body repair shops, and construction industry buyers — and pricing is quote-based rather than publicly listed. The company operates SNI ISO 9001:2015 certified manufacturing under a multi-brand architecture of more than 10 sub-brands (King Kong, Attaboy, Petalac, Crystal Coat, Adler, Meiji, Protar, Mascot, Daltone, Shintex, Wiratex, Alfa), is privately held with no disclosed parent company or institutional investors, and continues to launch new SKUs and digital tools through 2025, indicating organic reinvestment rather than venture-backed scaling.
IW Paint firmographics
Firmographics- Name
- IW Paint
- Legal name
- PT. Indowira Putra Paint
- Website
- https://iwpaint.com
- Company type
- Private
- Founded year
- 1974
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- IW Paint (PT. Indowira Putra Paint) is an Indonesian paint and coatings manufacturer founded in 1974 in Cimahi, producing decorative, industrial, automotive, and building-material coatings for residential, furniture, auto-refinish, and construction customers across Indonesia via distributors and direct sales.
- Ownership category
- akta.pro rank
IW Paint industry classification
Industry- Product category
- Paint and Coatings Manufacturing
- NAICS
- Paint and Coating Manufacturing (325510), Paint, Coating, and Adhesive Manufacturing (3255)
- SIC
- Paints, Varnishes, Lacquers, Enamels & Allied Prods (2851)
- akta.pro primary industry
- Industrial & Protective Coatings (IMAEAGAB)
- akta.pro secondary industries
- Architectural & Decorative Coatings (IMAEAGAA), Automotive & Transportation Coatings (IMAEAHAC)
Keywords
Where IW Paint is headquartered
LocationHeadquarters
- HQ city
- Cimahi
- HQ country
- Indonesia
- HQ region
- Asia
Offices1 record
Markets served
IW Paint business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Decorative Paints: Sales of wall paints, base paints, ceiling paints, roof paints, natural stone paints, and wall fillers for residential and commercial buildings
- Industrial Paints: Wood paints, metal paints, and glass paints for furniture, interior, and exterior industrial applications including clear coats and color coatings
- Automotive Paints: Automotive refinish products including primers, polyester putties, surfacers, epoxy fillers, base coats, and clear coats under the Adler brand
- Heavy Duty/Epoxy Coatings: Floor and wall epoxy primer and top coat products for industrial floorings and waterproofing applications
- Building Materials: Construction materials including skim coats, cement additives, and waterproofing products like King Kong Instant Powder, Mascot Cement Additive, and Protar series
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
IW Paint product offering
Product offeringCore offering
IW Paint manufactures and sells a full range of paints and coatings across four product lines: Decorative Paints (wall, ceiling, roof, base, natural stone paints and wall fillers for buildings), Industrial Paints (wood finishes via Petalac 2K series and metal/glass coatings via Crystal Coat series for furniture and interior manufacturers), Automotive Paints under the Adler brand (primers, polyester putties, surfacers, epoxy fillers, base coats and clear coats for vehicle refinish), and Building Materials including 3-in-1 skimcoat powders, cement additives and cementitious waterproofing. Products are sold through a national Indonesian distributor network, direct customercare, and the Tokopedia marketplace.
Product overview
IW Paint (Indowira Putra Paint) is an Indonesian paint manufacturer founded in 1974, producing four main product lines: Decorative Paints (wall paints, base paints, ceiling/gypsum paints, roof paints, stone paints, wall fillers for residential buildings), Industrial Paints (wood paints including sealers, sanding sealers, surfacers, wood stains, and clear top coats such as Petalac 2K series; metal and glass coatings such as Crystal Coat and Crystal Coat For Metal series), Automotive Paints (primer, putty/filler, surfacer, color/base coats, and clear coats under the Adler brand), and Material Building products (skimcoat/powder wall putties such as King Kong Instant Powder and Attaboy Wall Putty, waterproofing such as Protar X-Treme, and cement additives such as Mascot Cement Additive and Protar Raston CK). The company also offers digital tools including Decoratif Visualizer, Industrial Visualizer, Paint Calculator, and 3D Home/Car visualizers. Products are distributed through distributors across Indonesia and via the Tokopedia marketplace. Key brands include King Kong, Attaboy, Protar, Mascot, Meiji, Petalac, Crystal Coat, Daltone, Adler, Alfa, and others.
Differentiator
Problem solved
Functional benefit
Brands
- Attaboy: Brand for wall putty instant powder, multicolour paints, damp seal, super primer, facade paints, epoxy flooring, OS stain blocking, and waterproofing products.
- Petalac
- Crystal Coat
- King Kong
- Meiji
- Protar
- Mascot
- Adler
- Alfa
- Daltone
- Shintex
- Petalux
- Wiratex
Products and services
- Decorative Paints (wall, ceiling, roof, base, natural stone paints and wall fillers) A range of decorative coatings including base paints, wall paints, ceiling/gypsum paints, roof paints, natural stone paints and wall fillers for residential and commercial building interiors and exteriors. Targeted at homeowners, property developers and contractors.
- Industrial Paints (wood, metal, glass coatings under Petalac and Crystal Coat) Industrial coating products for furniture and interior manufacturers covering wood (Petalac 2K series — sealers, sanding sealers, surfacers, wood stains, clear top coats in gloss, satin, matt, metallic, solid colour and sparkling finishes), metal and glass substrates (Crystal Coat series — clear gloss, matt, super matt, colour, candytone and etsatone finishes plus surfacer).
- Automotive Refinish Paints (Adler brand — primers, polyester putties, surfacers, epoxy fillers, base coats, clear coats) Automotive refinish coatings marketed under the Adler brand, covering primers, polyester putties, surfacers, epoxy fillers, solid colour 2K top coats (14 color options) and clear coats (HS 9021, MS 9003, TC 1001 Fast Dry), plus Daltone basecoat, for body repair and refinish workshops.
- Heavy Duty / Epoxy Coatings (floor and wall epoxy primers, top coats, self-leveling systems, thinner) Epoxy-based primer and top coat systems for industrial flooring and walls, including floor epoxy primer, floor epoxy top coat, self-leveling variants, wall epoxy primer, wall epoxy top coat and thinner epoxy, for industrial and construction surface protection.
- King Kong Instant Powder 3-in-1 Skimcoat (KKIP) A white universal 3-in-1 skimcoat powder combining plaster, filler and primer functions, applied on cement plaster, concrete, bricks, GRC and gypsum for interior and exterior walls. Marketed to reduce wall painting time and deliver 30% cost savings vs conventional cement-based plastering.
- Attaboy Wall Putty Instant Powder A white universal 3-in-1 skimcoat with extra durability, formulated as plaster, filler and primer for cement plaster, concrete, bricks, GRC and gypsum for interior and exterior wall preparation.
- Protar X-Treme Cementitious Waterproofing Two-component (cement and polymer) cementitious waterproofing coating effective against leaks even in standing water. Suitable for walls, floors, bathrooms, balconies, swimming pools, fish ponds and concrete rooftops.
- Protar Raston CK Concrete/Cement Additive Concrete/cement additive that improves concrete quality, reduces water needs by up to 15%, maintains workability and accelerates initial hardening. Used in concrete rooftops, roads and buildings.
- Mascot Cement Additive (MCA) Cement additive that slows water loss in cement mixtures, eases mixing, improves adhesion and minimizes cracking. Used in plastering, putty, bricklaying, tile adhesive and gypsum mortar.
Quantifiable outcome
- Reduced wall painting time with 3-in-1 King Kong Instant Powder compared to conventional cement plastering
- +1 more outcomes
Companies that use IW Paint
Customer profileSegments4 records
Ideal customer profiles4 records
IW Paint technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
IW Paint partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- PT Tunas BarucorePT Tunas Baru serves as the distributor for IW Paint products in Palembang and surrounding areas. They collaborated with IW Paint's Marketing and Technical Decorative teams to conduct Partner Training programs in Pangkal Pinang on June 25, 2023, introducing King Kong Instant Powder and King Kong Wall Paint products to local contractors and builders.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
IW Paint competitors and assessment
Company assessmentRegional players
- Berger Paints: India-headquartered paint manufacturer with growing Asia presence producing decorative and industrial coatings — a regional comparable in scale and product breadth, though focused primarily on India rather than Indonesia.
- KCC Corporation: Korea-based paints and coatings producer covering decorative, industrial, marine, and automotive refinish — comparable in vertical breadth to IW Paint, though operating primarily in Korea and select export markets rather than Indonesia.
Broad incumbents
- Hempel: Global coatings manufacturer specializing in protective, marine, and industrial coatings — comparable to IW Paint's industrial wood/metal/glass and heavy-duty epoxy product lines.
- Kansai Paint: Japan-headquartered global paint manufacturer with a presence across Asia producing decorative, automotive, and industrial coatings — overlapping with IW Paint in industrial and automotive refinish categories.
- AkzoNobel (Dulux Indonesia): Global paint major with a Dulux-branded Indonesia business covering decorative, automotive, and industrial coatings. Larger and broader portfolio than IW Paint, but a key competitor in the same Indonesian markets.
- Sika: Swiss specialty chemicals company with construction chemicals and coatings (waterproofing, flooring, sealing) — overlapping with IW Paint's Protar waterproofing, epoxy flooring, and building materials lines.
Direct peers
- Propan Raya: Indonesian paint and coatings manufacturer offering decorative, industrial, marine, and protective coatings — directly comparable in product mix and Indonesia-centric distribution model.
- Nippon Paint Indonesia: Subsidiary of Nippon Paint Holdings and one of the largest paint manufacturers in Indonesia, directly competing with IW Paint across decorative, automotive, and industrial coatings with comparable nationwide distribution.
- Avian Brands: Indonesian paint manufacturer (formerly ICI Paints Indonesia / Dulux Indonesia prior to the 2022 management buyout) producing decorative, industrial, and automotive coatings — the closest direct local peer to IW Paint in product breadth and Indonesian market focus.
- Jotun Indonesia: Indonesian arm of Norwegian global paint major Jotun, producing decorative, protective, and marine coatings. Competes with IW Paint in industrial and protective coatings segments while also serving broader markets.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
IW Paint social profiles
Digital presenceIW Paint compliance and trust
Trust signalCompliance2 records
IW Paint financial estimates
Financial estimateRevenue estimate
Valuation estimate
IW Paint leadership team
Management profileNumber of profiles
Profiles6 records
IW Paint funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
IW Paint M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about IW Paint
What does IW Paint do?
IW Paint manufactures and sells a full range of paints and coatings across four product lines: Decorative Paints (wall, ceiling, roof, base, natural stone paints and wall fillers for buildings), Industrial Paints (wood finishes via Petalac 2K series and metal/glass coatings via Crystal Coat series for furniture and interior manufacturers), Automotive Paints under the Adler brand (primers, polyester putties, surfacers, epoxy fillers, base coats and clear coats for vehicle refinish), and Building Materials including 3-in-1 skimcoat powders, cement additives and cementitious waterproofing. Products are sold through a national Indonesian distributor network, direct customercare, and the Tokopedia marketplace.
Is IW Paint a public or private company?
IW Paint is a private company. It is classified as family owned and is currently operating.
When was IW Paint founded?
IW Paint was founded in 1974. It employs 101 to 250 people.
Where is IW Paint based?
IW Paint is headquartered in Cimahi, Indonesia, in the Asia region.
How does IW Paint make money?
Five revenue lines are on record. Decorative Paints are the primary driver. The others are industrial Paints, automotive Paints, heavy Duty/Epoxy Coatings and building Materials.
Who are IW Paint's main competitors?
Regional players on record are Berger Paints and KCC Corporation. Broad incumbents are Hempel, Kansai Paint, AkzoNobel (Dulux Indonesia) and Sika. Direct peers are Propan Raya, Nippon Paint Indonesia, Avian Brands and Jotun Indonesia.
Does IW Paint have an API?
No public API is recorded for IW Paint.
What industry is IW Paint in?
IW Paint's product category is Paint and Coatings Manufacturing. Its primary akta.pro industry code is IMAEAGAB, Industrial & Protective Coatings, with a secondary code of IMAEAGAA, Architectural & Decorative Coatings. Its NAICS code is 325510 and its SIC code is 2851.