Despite progress in various sectors, the paint industry remains predominantly male-dominated, especially in rural and semi-urban India. Women in these regions typically run small-scale shops dealing in groceries, stationery, or beauty services, with limited exposure to unconventional business opportunities like paints. There is an urgent need to diversify their livelihood options and create gender-inclusive economic growth.
Project Geography (2025–26)
Project Indradhanush will be implemented in select rural and semi-urban areas of:
- West Bengal: Birbhum, Purulia, Bankura-Bishnupur, West Burdwan, Howrah-Hooghly & Murshidabad
- Madhya Pradesh: Dhar, Ratlam, and Ujjain
Project Objectives
Project Indradhanush is a flagship initiative aimed at creating opportunities for women entrepreneurs in the paint sector. The key objectives include:
- Empowering women to establish and independently run paint shops (NCOs) in rural areas.
- Promoting female entrepreneurship in a male-dominated paint business, enhancing both income and confidence.
- Providing skill training to rural youth (80% women) in painting-related trades, enabling them to work professionally.
- Encouraging paint product sales through women-run outlets, and connecting them with local painters to drive demand.
Project Indradhanush: Implementation Framework
| Component | Key Points | Purpose / Expected Outcome |
| Core Activities | Identify eligible women-run shops- Provide EDP training to new & old NCOs- Conduct Painter Meets to boost linkages- Develop SOPs & documentation- Ensure field mentoring & site visits- Regular coordination with Dulux Sales Team | Build confidence, operational readiness, and sales linkages for women entrepreneurs in the paint sector |
| Strategic Focus | – Strengthen business performance through ongoing support- Train women on pricing & linking with painters (key buyers)- Improve supply chain via connection to larger dealers- Maintain regular follow-ups via WhatsApp, calls & trackers | Ensure enterprise sustainability, increased competitiveness, and long-term success of women-led paint stores |
| Success Indicators | – NCOs achieving ₹5,000/month within 3–4 months- Women trained as painters and actively working- Establishment of new women-run dealerships- Growth in store sales & number of linked painters- Awareness created among 5,500+ women across states | Demonstrates income generation, market penetration, and gender inclusion in a male-dominated industry |
