JK Maxx Paints has launched JK Naturals Aura, a sustainable luxury interior emulsion featuring recycled and bio-based materials. Announced on 22 October 2026, the product combines eco-friendly ingredients, air-purification technology and a premium finish for modern homes.
Recycled and Bio-Based Paint Technology
Developed in collaboration with Denmark-based cleantech company Shark Solutions, JK Naturals Aura incorporates recycled polyvinyl butyral (PVB) recovered from end-of-life laminated glass. The formulation contains more than 40% eco-friendly content, including over 10% bio-based emulsion.
The interior paint also features air-purification technology designed to reduce formaldehyde in indoor environments. In addition, the range offers a smooth finish and a palette of more than 2,000 shades. Recycled packaging further supports the brand’s sustainability approach.
Market Launch and Tree Plantation Initiative
JK Maxx Paints will begin introducing JK Naturals Aura in North India between late October and mid-November 2026. The company plans a nationwide rollout after the initial phase.
As part of the launch, the company has introduced a “Pledge a Tree” initiative. Consumers can scan a QR code on the product packaging and take an online pledge. JK Maxx Paints will plant one tree for every pledge submitted online.
The launch will also feature a digital film highlighting the brand’s focus on nature-inspired home beautification and environmentally conscious choices.
With JK Naturals Aura, JK Maxx Paints is expanding its interior paint portfolio by combining recycled materials, bio-based ingredients and product features designed for modern living.
