The Indian paint industry has seen a gradual shift in the preferences of people from the traditional whitewash to higher quality paints like emulsions and enamel paints with improvement in lifestyle.The rural market grew 20 per cent in 2014.In FY14, per capita consumption of paint increased to around four kg, of which the decorative segment contributed 73 per cent at Rs 29,638 crore. The remaining Rs 10,962 crore was contributed by the industrial segment. The unorganized sector has around 35 per cent of the Indian paint market. In the unorganized segment, there are about 2,500 units.