AkzoNobel’s ‘Denim Drift’ as Colour of the Year 2017

Blue will appear in a new light and ‘Denim Drift’ will be available across Dulux’s innovative range of interior and exterior paints

AkzoNobel, the leading global paints and coatings company and a major producer of specialty chemicals, as well as the makers of Dulux paints in India, declared ‘Denim Drift’ as the Colour of the Year for 2017.

As a part of the 14th edition of AkzoNobel’s annual global study, ColourFuturesTM, Farhan Akhtar and Shraddha Kapoor, brand ambassadors of Dulux in India, unveiled the colour trend – ‘Denim Drift’ and its overriding trend: ‘Life in a New Light’.

Trend Forecasting Process


Every year, AkzoNobel’s colour experts, international trend watchers and authorities from various fields of design come together at the company’s Global Aesthetic Center. Together, they research and identify the social and design trends that will influence consumers in their colour and interior decoration choices for the coming year. The brand’s overriding theme for the year ahead encourages consumers to celebrate a new look on the simple things that make life worth living.


“As the world changes, people are taking a fresh look at the everyday essentials of life – our family and friends, work, connecting with nature and the pleasure of experiences. It is befitting that ‘Life in a New Light’ is the driving influence for 2017 and is seen in all our colour trends for the year,” said Jeremy Rowe, Managing Director, AkzoNobel Decorative Paints, South East & South Asia, Middle East.

“Blue is the colour of life, of every-day life,” he added. “It is also a colour that is soothing and restful. ‘Denim Drift’ seems to best describe the trend as the chosen shade appears to drift from being definitely indigo blue to a lighter blue-grey named Smoke Grey in our colour catalogues.”


According to Rajiv Rajgopal, Director, Decorative Paints, AkzoNobel South Asia Cluster, “Dulux has been delivering essential colours to consumers in India through its range of innovative and best-in-class interior and exterior paint products. ‘Denim Drift’ will be available via the Dulux range of interior and exterior paints, so that consumers can make it an essential part of their lives in 2017. The Colour of the Year 2017 and the complementing colour palette featuring a spectrum of blues and tones is a truly accessible paint palette that can be easily translated into architecture and interior decorating.”

“The Colour of the Year 2017, ‘Denim Drift’, is an essential part of our everyday palette,” pointed out Farhan Akhtar, Brand Ambassador, Dulux.“When teamed with rich shades it will bring your walls to life and exude energy. With lighter tones it will bring a cool, calming and airy feel.”

“‘Denim Drift’ is the must-have colour of 2017,” observed Shraddha Kapoor, Brand Ambassador, Dulux. “It is truly adaptable, fitting into all life and interior styles, making it the perfect choice for reflecting the mood for 2017. Rightly observed by the team researching the colour trend blue is the colour of life, of everyday life. It is familiar and yet new.”

ColourFutures™ is AkzoNobel’s way of sharing colour knowledge with people around the world, so that everyone can be inspired and benefit from the impact colour can have on lives. Drawing insights from a multitude of influences from fine art to technology, design to nature, architecture to fashion and music to popular culture, ColourFutures™ continues to chart out the colour trends and forecasts of what people are veering towards.

About AkzoNobel India:

 AkzoNobel creates everyday essentials to make people’s lives more liveable and inspiring. As a leading global paints and coatings company and a major producer of specialty chemicals, we supply essential ingredients, essential protection and essential colour to industries and consumers worldwide. Backed by a pioneering heritage, our innovative products and sustainable technologies are designed to meet the growing demands of our fast-changing planet, while making life easier. Consistently ranked as a leader in sustainability, we are dedicated to energising cities and communities while creating a protected, colourful world where life is improved by what we do.

AkzoNobel India has been present in India for over 60 years and is a significant player in the paints industry. In 2008, the company became a member of the AkzoNobel Group. Our portfolio includes well-known brands such as Dulux, Sikkens, International and Interpon. With employee strength of close to 1,900, AkzoNobel India has manufacturing sites, offices and a distribution network spread across the country. All manufacturing facilities have a state-of-the art environmental management system. Its commitment to Health, Safety, Environment & Security (HSE&S) has been among the best in class globally, with due care being taken to protect the people and the environment