New Delhi, Saturday – In a significant move set to reshape the paints and coatings industry, Sirca Paints India Ltd. has announced a strategic alliance with New Wembley Products LLP. The collaboration aims to bring innovative and creative products to the market, with a focus on deeper market penetration and building a solid customer base. 
The announcement was made during a press conference in New Delhi, attended by notable figures including actress Deepshikha Nagpal, Mr. Apoorv Agarwal (Joint Director of Sirca Paints), Mr. Sanjay Agarwal (Managing Director of Sirca Paints), Dr. H.B.S Lamba (Managing Director of New Wembley Products LLP), Mr. Ramesh Kumar Raizada (Strategist and Advisor), and Mr. Gurjit Singh Bains (Non-Executive Director of Sirca Paints).
Strategic Partnership and Acquisition
Sirca Paints India Ltd., a leading name in the premium wood coatings industry, has formed a strategic alliance with New Wembley Products LLP, a renowned manufacturer in the paints and thinner sector. This collaboration includes the acquisition of the “Welcome” brand, a significant player in the market, marking a major milestone for both companies.
Sanjay Agarwal, Chairman and Managing Director of Sirca Paints India Ltd., expressed his enthusiasm for the partnership, stating, “We are thrilled to announce our strategic alliance with New Wembley Products LLP and the acquisition of the ‘Welcome’ brand. This partnership aligns with our vision of becoming a one-stop solution for all painting needs. The ‘Welcome’ brand’s strong market presence and reputation for quality will complement our existing offerings and drive our growth strategy forward.”
Dr. H.B.S Lamba, Managing Director of New Wembley Products LLP, also shared his excitement, saying, “We are excited to join forces with Sirca Paints India Ltd. The synergy between our companies will create new opportunities for innovation and market expansion. We believe this alliance will bring substantial benefits to our customers and stakeholders.”
Strategist and Advisor Mr. Ramesh Kumar Raizada congratulated both companies, noting, “When we combine the products of both these companies, it becomes complementary rather than supplementary.”
The acquisition of the “Welcome” brand allows Sirca Paints India Ltd. to diversify its product portfolio significantly. By incorporating the well-established “Welcome” products, Sirca can now offer a comprehensive range of paint products, particularly focusing on thinners. This expansion is poised to strengthen Sirca’s position in the market and provide customers with a wider selection of high-quality paint products.
Additionally, the collaboration will optimize distribution channels, ensuring that customers across India have better access to premium-quality paints and coatings. The enhanced distribution network will facilitate the efficient delivery of products, improving customer satisfaction and expanding Sirca Paints’ reach in the market. This strategic alliance is poised to create significant value for both companies and their customers.