Sachin Tendulkar to Lead Techno Paints' Ambitious National Expansion

HYDERABAD, India – January 13, 2026 – In a strategic move signaling aggressive national ambitions, Hyderabad-based manufacturer Techno Paints has appointed cricket icon and Bharat Ratna recipient Sachin Tendulkar as its brand ambassador. The three-year partnership comes as the 25-year-old company prepares for a nationwide expansion, an international foray into the Middle East, and a substantial Initial Public Offering (IPO) slated for the upcoming financial year.

Techno Paints, which has carved out a stable presence across eight Indian states, is leveraging Tendulkar's immense popularity and trustworthy image to fuel its next phase of growth. The move marks a significant shift in strategy, transitioning from a regional focus, previously fronted by film actor Mahesh Babu, to a full-scale national campaign led by one of the country's most revered figures.

“We are honoured to collaborate with one of the world’s most iconic cricketers and Bharat Ratna, Sachin Tendulkar,” said Akuri Srinivas Reddy, Chairman of Techno Paints and Chemicals. “We are looking forward to achieving bigger and greater things this year with expansion and IPO, and no one could have been a better ambassador or growth partner for us.”

The Tendulkar Effect: A Strategic Play for National Reach

The decision to bring Sachin Tendulkar on board is a calculated play to elevate Techno Paints' brand visibility and credibility on a national stage. Despite having retired from professional cricket over a decade ago, Tendulkar remains a powerhouse in the endorsement world. His brand value was estimated at over $90 million in 2023, placing him among India's top celebrity endorsers and making him the only retired sportsperson on that list. His appeal transcends generations and demographics, embodying a rare combination of excellence, reliability, and humility.

This partnership is designed to help the company break into new, competitive markets and build brand recall at a rapid pace. The move from Mahesh Babu, whose appeal was potent in southern and western India, to Tendulkar, a pan-Indian icon, directly reflects the company's expanded ambitions. The company aims to use Tendulkar’s image to connect with consumers and influencers—including painters and contractors—as it expands its footprint into states like Himachal Pradesh, Tamil Nadu, Rajasthan, West Bengal, and Uttar Pradesh.

A Bold Stroke: The Rs. 2,000 Crore Vision and IPO

Underpinning the high-profile endorsement is an aggressive financial and expansion strategy. Techno Paints has announced its intention to file a Draft Red Herring Prospectus (DRHP) in the 2026-27 financial year, with plans to raise Rs. 500 crores through an IPO. These funds are earmarked to fuel capacity expansion, enhance its distribution network, and support its ambitious market penetration efforts.

The company has set formidable revenue targets. After reporting Rs. 210 crore in revenue for 2024-25, it projects a significant jump to Rs. 450 crore in the current fiscal year. The long-term vision is even more ambitious: to reach a revenue milestone of Rs. 2,000 crore by the 2029-30 financial year.

These goals are set against the backdrop of a burgeoning Indian paint industry, currently valued at Rs. 90,000 crore and growing at 5-9% annually. A key indicator of the market's potential is India's low per capita paint consumption, which stands at just 4.5 litres compared to the global average of 15 litres. This gap represents a massive opportunity for growth, driven by increasing urbanization, rising disposable incomes, and government-led infrastructure projects.

Navigating a Crowded and Competitive Palette

While the opportunity is significant, Techno Paints' path to becoming a national player is fraught with challenges. The Indian paint market, once an oligopoly, has become intensely competitive. The sector is dominated by established giants like Asian Paints and Berger Paints, which command substantial market share built on decades of brand loyalty and vast, deeply entrenched distribution networks.

Furthermore, the recent and aggressive entry of well-capitalized players has reshaped the competitive landscape. Newcomers like Birla Opus and JSW Paints have entered the fray with significant investment and disruptive pricing strategies, putting pressure on the margins and market share of all existing companies. Successfully navigating this environment requires not only a strong brand but also a robust and agile supply chain, significant capital for marketing, and the ability to win over the loyalty of painters and contractors who heavily influence consumer choice at the point of sale.

From Hyderabad to the Middle East: A Blueprint for Growth

Techno Paints is building its expansion on a solid foundation of 25 years of operational experience. The company currently manufactures a wide array of products, including decorative, industrial, and specialty paints, with a portfolio of over 3,000 shades. It has made a particular mark in specialized segments like texture finishes and construction chemicals.

Its capabilities are backed by a dedicated research and development center and a state-of-the-art manufacturing plant in Hyderabad. The company has already completed over 1,250 projects across residential, commercial, and industrial sectors, covering an area of 180 crore square feet. This extensive project experience, which includes ongoing work for 26,065 schools in Telangana, provides a strong credential as it bids for larger projects in new territories.

Beyond its domestic push, the company is setting its sights on its first major international expansion, targeting the Middle East market in 2026-27. This venture aims to tap into the region's growing infrastructure development and demand for high-quality coatings. With its expansion plans now in motion, the company is betting that the combination of a celebrated national icon and a substantial capital infusion will be the masterstroke needed to paint a new future in the competitive Indian market.