Midas Paints: The Eco-Friendly Startup Revolutionizing India’s Paint Industry with Cow Dung

Midas Paints is an innovative Indian startup that has captured attention for its eco-friendly approach to paint manufacturing by using cow dung as a primary ingredient. Founded by Mayur Pruthviraj Rajput, Akshay Pradip Langore, Sachin Vasant Kadam, and Pushkar Rajesh Yawalkar, the company was officially incorporated on August 13, 2024, in Pune, Maharashtra. The inspiration behind Midas Paints came from traditional practices in Indian villages, where cow dung has been used for centuries to coat walls and floors due to its natural antibacterial and antifungal properties. Recognizing the potential to modernize this age-old technique, the founders set out to create a line of paints that are not only environmentally friendly but also durable, cost-effective, and available in over 15,000 shades.

The company offers a diverse range of products suitable for residential, commercial, and industrial applications. One of its key features is eco-friendliness—by incorporating cow dung, a renewable resource, the paints are biodegradable and have a reduced carbon footprint. Additionally, the natural composition provides health benefits, as the paints retain antibacterial and antifungal properties, contributing to healthier indoor environments. Midas Paints are also designed for durability, resisting weathering, cracking, chipping, and peeling to ensure long-lasting results. Another major advantage is affordability, with the product priced 20% lower than other paints in the market. The company has already sold over 3 lakh kilograms of paint in just three years.

Financially, Midas Paints has shown steady growth, reporting revenues of ₹15 lakh in FY 2021-22, ₹45 lakh in 2022-23, and ₹75 lakh in 2023-24. By October 2024, they had achieved ₹60 lakh in sales, with projections to reach ₹5 crore by the end of FY 2024-25. In early 2025, the founders appeared on Season 4 of Shark Tank India, seeking an investment of ₹3 crore for a 5% equity stake, which valued the company at ₹60 crore. Their pitch emphasized the unique selling points of their cow dung-based paints, particularly their sustainability and health benefits. While the investors were intrigued by the innovative concept, they raised concerns about market penetration, scalability, and financial management.

Despite these challenges, Midas Paints is well-positioned to make a significant impact on the Indian paint industry by blending traditional knowledge with modern technology. Their commitment to sustainability and innovation aligns with the growing demand for eco-conscious products among consumers. As they continue to expand their product line and distribution network, Midas Paints aims to redefine industry standards and establish itself as a leading sustainable alternative in the market.