ICI PAINTS INDONESIA, PT

What ICI PAINTS INDONESIA, PT does

PT ICI Paints Indonesia operates the Dulux brand in Indonesia as a wholly-owned subsidiary of AkzoNobel, the Dutch paints and coatings multinational (parent AkzoNobel Decorative Coatings BV, Sassenheim, Netherlands). The company sells decorative paints and coatings for residential and commercial applications through a multi-tier distribution network: national hardware and home-improvement chains (Ace Hardware, Depo Bangunan, Mitra 10), dedicated Dulux Experience Stores for premium consultation, and the Dulux Painter Academy certified-contractor channel for professional services. The product portfolio is organized across the premium Dulux main brand (Ambiance, EasyClean, Weathershield exterior system, AquaShield waterproofing, V-Gloss, Pentalite, Alkali Killer, Wallfiller), the mid-value Catylac sub-brand with its full interior/exterior/primer/putty system, and specialty coatings for ceilings, roofs, and high-moisture walls.

The business is built on proprietary paint technologies adapted for Indonesia's tropical climate — Chroma Brite for color vibrancy, Weathershield with up to 12 years exterior protection, AquaShield anti-leak systems, Power Sealer moisture-resistant primer, and Dirt Resistance exterior technology — combined with an annual ColourFutures color-trend program running 20+ years and over 2,000 colors in the digital palette. Customer-facing digital tools include the Dulux Visualizer mobile app (iOS/Android), Dulux Preview Service, Paint Simulator, and Colour Play, supporting a top-of-funnel marketing and pre-purchase visualization experience.

Revenue mechanics are based on hardware sales through retail partners and direct store channels; pricing is not publicly disclosed. End-customer segments are individual residential homeowners (primary, DIY) and professional painters (Painter Academy certified). The 32-employee Indonesian entity functions primarily as a sales, marketing, and coordination subsidiary, with product formulation, manufacturing scale, and broader strategy centralized within AkzoNobel's global Decorative Coatings division.

Name

ICI PAINTS INDONESIA, PT

Legal name

PT ICI Paints Indonesia

Website

https://dulux.co.id

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

PT ICI Paints Indonesia operates the Dulux brand in Indonesia as a subsidiary of AkzoNobel, selling decorative interior and exterior paints, primers, waterproofing coatings, and specialty finishes to residential homeowners and certified professional painters through national hardware chains, dedicated Experience Stores, and the Painter Academy network.

Ownership category

akta.pro rank

Product category

Decorative Paints and Coatings

NAICS

Paint and Coating Manufacturing (325510), Paint and Wallpaper Retailers (444120), Paint and Coating Manufacturing (32551)

SIC

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

akta.pro primary industry

Architectural & Decorative Paints (IMADAKAA)

akta.pro secondary industries

Architectural & Decorative Paints (IMAEAHAA), Architectural & Decorative Coatings (IMAEAGAA), Architectural & Decorative Painting (Interior/Exterior) (IMAIAKAA)

Keywords

• Decorative paints
• Interior wall paint
• Exterior weatherproof coatings
• Waterproofing solutions
• Color visualization tools

Headquarters

HQ city

Sassenheim

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Decorative Paints and Coatings: Sale of interior and exterior decorative paints, primers, sealers, and specialty coatings for residential and commercial applications through retail and professional channels

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

PT ICI Paints Indonesia manufactures, markets, and distributes the Dulux brand decorative paints and coatings in Indonesia, including interior and exterior wall paints, primers, putties, ceiling paints, waterproofing coatings, and high-gloss finishes. The portfolio spans value (Catylac), core (EasyClean, Pentalite, V-Gloss), premium (Weathershield), and luxury (Ambiance) tiers and is sold through national hardware retailers, dedicated Dulux Experience Stores, and a certified professional painter network for residential and commercial applications.

Product overview

ICI Paints Indonesia, PT (Dulux Indonesia) is a decorative paints business owned by AkzoNobel, offering a comprehensive portfolio of interior paints, exterior paints, specialty coatings, primers, putties, and waterproofing solutions for residential and commercial applications. The product portfolio is organized across multiple sub-brands: the premium Dulux main brand covering interior (Ambiance, EasyClean, Pentalite), exterior (Weathershield with Powerflexx, Dirt Resistance, Power Sealer, Roof), and specialty paints (V-Gloss, Alkali Killer, Wallfiller); the value Catylac sub-brand spanning interior, exterior, ceiling, plamur, hi-gloss, and primers; and the waterproofing AquaShield range. Complementary digital tools include the Dulux Visualizer mobile app (iOS/Android) for color simulation, Dulux Preview Service for personalized design, Dulux Paint Simulator for quantity calculation, and Colour Play for collaborative color inspiration. The brand also operates the ColourFutures programme for annual color trend forecasting and the Dulux Painter Academy for professional painter certification.

Differentiator

Problem solved

Functional benefit

Brands

• Dulux Catylac: Interior and exterior paint line with Chroma Brite technology for brighter wall colors
• Dulux Weathershield
• Dulux Ambiance
• Dulux Aquashield
• Dulux EasyClean
• Dulux Pentalite
• Dulux V-Gloss
• Dulux Painter Academy
• Dulux ColourFutures
• Let's Colour
• Dulux Visualizer
• Dulux Preview Service

Products and services

• Dulux Catylac Interior and Exterior
• Dulux Weathershield
• Dulux EasyClean
• Dulux Ambiance
• Dulux AquaShield
• Dulux Pentalite
• Dulux V-Gloss
• Dulux Specialty Primers and Fillers
• Dulux Visualizer
• Dulux Preview Service
• Dulux Paint Simulator
• Dulux ColourFutures and Colour of the Year
• Dulux Painter Academy
• Dulux Experience Store
• Dulux Promise

Quantifiable outcome

• Up to 12 years exterior protection with Dulux Weathershield range

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Four partnerships are on record, tiered core and flagship.

• Ace Hardware IndonesiacoreChannel Partner/ Reseller/ DistributorNational hardware retail chain partnership for distribution of Dulux paint products across Indonesia. Ace Hardware stores serve as primary retail outlets for consumer DIY paint purchases.
• Depo BangunancoreChannel Partner/ Reseller/ DistributorBuilding materials retail chain partnership for distribution of Dulux paint products. Serves construction and renovation customers purchasing building materials including paint.
• Mitra 10coreChannel Partner/ Reseller/ DistributorHome improvement retail chain partnership for distribution of Dulux paint products. Mitra 10 stores offer comprehensive home improvement solutions including paint.
• AkzoNobelflagshipOthersParent company and ultimate owner of Dulux brand. AkzoNobel Decorative Coatings BV is the Dutch parent entity (registered number 28080295) headquartered in Sassenheim, Netherlands. PT ICI Paints Indonesia operates as subsidiary under this parent company.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Sherwin-Williams: Largest North American paint and coatings manufacturer with global decorative presence. Broad incumbent that competes in architectural coatings with the same kind of proprietary technologies (durability, washability, colour systems) as Dulux.
• PPG Industries (PPG Paints): Global coatings incumbent offering decorative paints (e.g., ICI Paints legacy brands outside Indonesia, Dulux in some markets) alongside industrial and automotive finishes. Broad incumbent operating in the same wider industry with overlapping capabilities.
• AkzoNobel Decorative Paints (Global): Direct parent of PT ICI Paints Indonesia and owner of the Dulux brand globally. Operates across decorative, industrial, automotive, and specialty coatings worldwide and provides the products, technologies, and brand IP that the Indonesian subsidiary sells.
• BASF Coatings: German chemical major with a global coatings division serving automotive, industrial, and decorative-adjacent segments. Broad incumbent in the wider paints/coatings value chain, relevant for benchmarking technology, raw material access, and end-market exposure.

Direct peers

• Nippon Paint Indonesia: Major Japanese-owned decorative and protective paint manufacturer selling through overlapping retail channels (Ace Hardware, Mitra 10, Depo Bangunan) in Indonesia. Directly competes with Dulux across price tiers and is widely viewed as one of Dulux's closest head-to-head rivals in the Indonesian market.
• Propan Raya: Long-established Indonesian paint manufacturer offering decorative, industrial, and wood coatings. Competes with Dulux across mid- and value-tier decorative categories and shares similar retail and project channels.
• Kansai Paint Indonesia: Subsidiary of Japanese multinational Kansai Paint, supplying decorative and protective coatings in Indonesia through hardware and building-material retailers. Direct competitor in the same premium and mid-tier segments Dulux targets.
• Mowilex Indonesia: Indonesia-based premium decorative paint manufacturer with a growing presence in eco-friendly and premium interior finishes. Directly comparable to Dulux's premium interior (Ambiance) positioning.
• Avian Brands: One of Indonesia's largest local paint manufacturers (Avian, No Drop, Super Gloss brands), competing with Dulux in mass-market and mid-tier decorative segments via the same hardware-store distribution network.
• Jotun Indonesia: Norwegian-origin multinational operating a strong decorative paints business in Indonesia, distributed through similar hardware and building-materials retailers. Competes directly with Dulux on interior, exterior, and premium decorative segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/dulux
• Facebookfacebook.com/DuluxIndonesia
• LinkedInlinkedin.com/company/ici-paints-indonesia-pt
• Instagraminstagram.com/dulux_id

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 ICI PAINTS INDONESIA, PT