Indicus Neote redefines luxury paint with Tamil Nadu's rich heritage
Indicus Paints, part of the Karur-based VNC Group, has launched a new luxury brand called Neote. The line, named Indicus Neote Luxury Interior Emulsion, draws deep inspiration from Tamil Nadu’s cultural roots. Its design reflects a broader shift in India’s aesthetic preferences—moving away from generic minimalism towards regional identity and heritage.
The brand’s founder, Gokul Basker, emphasised that Neote aims to celebrate Tamil Nadu’s traditions while delivering modern luxury. Both the logo and packaging feature elements tied to the state’s art, architecture, and classical forms.
VNC Group, headquartered in Karur, has built a strong presence across industries like welding consumables, steel wires, and fencing. In 2021, it expanded into paints with Indicus, a brand focused on performance, sustainability, and cost efficiency. Neote now marks its entry into the premium segment, blending tradition with contemporary design.
The Neote sub-brand’s logo takes cues from Tamil script, with fluid lines resembling wet paint. Its packaging showcases motifs from Bharatanatyam, traditional instruments, and iconic landmarks of Tamil Nadu. Basker described the brand as a bridge between inherited wisdom and modern creativity, aiming to redefine luxury in India’s paint market. Indicus Paints has positioned itself as a brand that values cultural authenticity. Neote’s launch aligns with a growing trend in Indian design—prioritising local identity over borrowed styles. The company’s commitment to sustainability and aesthetic excellence remains central to its expansion plans.
Neote’s arrival introduces a luxury paint option rooted in Tamil Nadu’s heritage. The brand’s visual language, from typography to packaging, highlights regional art and craftsmanship. With this launch, Indicus Paints strengthens its foothold in the premium segment while reinforcing a connection to cultural legacy.
