Primers are essential components in various industries, providing a solid foundation for optimal performance, protection, and durability of surfaces. Primers play a vital role in the realms of metal, wood, and wall applications, contributing to the longevity, protection, and aesthetics of various surfaces. With respect to metal, primers provide a protective barrier against corrosion and enhance the durability of coatings. With respect to wood, primers seal the wood, prevent decay, and ensure optimal adherence of paint or stain. With respect to wall applications, primers improve the appearance, durability, and performance of wall finishes while addressing issues such as uniformity, and resistance to stains. The serviceable addressable market (SAM) for primers in India is expected to grow at a CAGR ~9% to reach ~INR 7,650 crore by FY27.

Over time, primers have undergone notable advancements in their formulation, technology, and application methods. One notable development in the industry has been the transition from oil-based to water-based primers, offering environmental benefits and improved safety. Since 2015, the market has witnessed the introduction of differentiated products that combine primer functionalities with additional benefits such as putty and waterproofing properties.

The major stakeholders in the primer value chain include brands, retailers, and customers. The value chain encompasses manufacturing, quality control, packaging, labelling, distribution, and other stages. Each stage is crucial in delivering high-quality primers and ensuring customer satisfaction. Retailers play a key role in distributing the final product to end customers. Major end users of primers include government entities, EPCs/builders, and independent homeowners.

The Indian market for primers is projected to experience a CAGR of ~9% and is expected to reach ~INR 7,650 crore by FY27. Currently, wall primers dominate the market, accounting for ~60% of the total share, followed by wood primers with a share of ~25%. The demand for primers is largely driven by independent homeowners, who contribute to ~55% of the overall market demand. Retail channels play a significant role, accounting for ~65% of sales distribution.

The primers market is driven by factors such as shortening repainting cycles, growing premium decorative paints market, rising surface protection awareness, rise in infrastructure projects & affordable housing. However, technology innovations, price volatility of raw materials, intense competition & untapped potential pose disruptions to market growth. Adapting & addressing these challenges through innovation & education is crucial for market growth.