JKC Wood Amore – A range of premium Italian wood finishes

JKC Wood Amore is a revolutionary product that brings a range of Polyurethane (PU) products ensuring outstanding finish, appealing aesthetics and higher durability for wood surfaces that is best suited for interiors.

JK Cement Ltd has been transforming dreams into brick and mortar structures for almost five decades. In its quest to live up to its mission of providing innovative products to meet its customer’s diverse needs, the company has made its foray into the Wood Finishes segment with the launch of JKC Wood Amore – a range of premium Italian wood finishes. JKC Wood Amore translates as ‘love for wood’ and has been formulated in collaboration with Italian wood coatings and finishes pioneer– Sivam Coatings. JK Cement’s strong brand salience, influencer and channel connect and market leadership in the white cement and wall putty segments, JKC Wood Amore is poised to carve its new success story.

JKC Wood Amore is a revolutionary product that brings a range of Polyurethane (PU) products ensuring outstanding finish, appealing aesthetics and higher durability for wood surfaces that is best suited for interiors. Bringing art to science and exploring every artistic possibility available, JKC Wood Amore aims at redefining the approach towards wood finishes.

The polyurethane range of products are being introduced in Clear and White– matt and glossy finishes. It also comes with over 2,000 colours options in PU Matt and Gloss finishes. It is so easy to apply that one can select the colour from the catalogue to choose a finish for their wooden surfaces and can give a touch of artistry to wooden surfaces.

Speaking on the launch of this new segment, Niranjan Mishra (Business Head, JK White Cement) said, “JK Cement is a house-hold name and we have a very strong nation-wide presence in most of the paint retail outlets owing to our marquee brands i.e. JK Cement WallMaxX, the world’s No 1 Wall Putty and JK Cement WhiteMaxX. JKC Wood Amore is a wonderful addition to our wide range of products as it reinforces our commitment to beautifying spaces; be it your walls, floors, ceilings and now, even wood-work and furniture.

With the JKC Wood Amore product and colour excellence centre located in Gurgaon, the product is currently being launched in a phased manner and is already available in some key markets of Northern India with an ambition of expanding the footprint of this business Pan-India by 2022. The brand will further launch a polyester, water-based and special effects range of finishes in the near future.

Nitish Chopra (Head- Brand & Strategy) while speaking on the launch said, “We at JK Cement are committed to providing world-class products under the JKC Wood Amore portfolio and have crafted a robust launch and scale-up plan after extensive market research and consumer behaviour study. We have tried our best to address the needs and expectations of all our key stakeholders including applicators, contractors, architects and the channel network in order to have a holistic strategy in place.”

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