India is a growing nation with rapid urbanisation and development taking place across towns and cities. The nation is changing at a fast pace and you can witness a dramatic shift in lifestyle with these changing times. The traditional small-scale economies have been slowly replaced by industrial economies, which have enhanced production efficiency and accelerated economic growth. Simultaneously, there has been an increase in the demand for labour in urban-centered areas. The rural population has moved to urban areas in a quest for better opportunities. In fact, according to Brookings Institute, the pace of urbanisation in India is growing twice as fast as China, with more than 10 million people migrating to cities and towns every year.

As seen in a study by McKinsey & Company, it is believed that by 2030, around half of India’s population or 590 million people are expected to have moved to urban areas. These figures are something to ponder about.

Urbanisation and economic growth have become important indicators of the level of modernisation of the country or a particular region. It is evident that economic growth drives urbanisation.

Though urbanisation is a step towards a brighter future with immense benefits for the citizens, there are also adverse effects of it. Look around and you see dust everywhere. It is urbanisation that is kicking up the dust in India.
Dust, smoke, fumes, vehicle exhaust and toxic gas emissions are a common sight in most metropolitan cities. Dust on the roads due to vehicle movement and rampant construction activities are also the main source of air pollution. In fact, rapid construction reduces the atmospheric moisture content, driving up the temperatures, leading to dryness and an increase in dust levels. All construction sites generate high levels of pollution which can travel large distances over a period of time. In fact, at present, all the metropolitan cities in India have turned into dust bowls, with Delhi being the worst affected owing to it being landlocked by deserts and treeless plains. According to Delhi Pollution Control Committee (DPCC) officials, 30% of air pollution occurs due to dust which generates from construction sites. In 2018, Gurugram ranked number one among the most polluted cities in the world in 2018, with Ghaziabad, Faridabad, Noida, and Bhiwadi in the top six worst-affected cities. Furthermore, according to studies from 2019, the situation has only worsened, catalysed by extreme weather events. There are fears that the toxic smog in the NCR could make its way down the East Coast to Chennai.

When dust blankets all our cities and towns, the extremely vulnerable populations – the youngest, the oldest and the poorest are the most affected. However, dust is inevitable and an accepted consequence of development and growth.

Though one cannot curb urbanisation or blanket ban it, one can arrest the ill-effects of urbanisation and safeguard oneself with face masks and scarves. While you protect yourself from the hazardous effects of air pollution amidst the development and urbanisation, what about the exterior walls of your home?

Considering the tryst of most of the Indian cities with dust, there is a need to tackle dust smartly. We understand that for the majority of construction projects, emissions of dust are the greatest concern affecting the exterior walls of homes. Not only is it an eyesore but along with water, it becomes an ideal breeding ground for fungus and algae to grow on your walls, leading to black patches. However, despite the generation of dust, you can keep your home exteriors looking fresh and dust-free with innovative exterior paints.

Berger Paints India has released a new TVC, showcasing its revolutionary product, Berger WeatherCoat Anti Dustt. It shows India on the path to development and progress amidst all the ongoing constructions. Despite the alarming dust levels, we can be prepared for it, thanks to Berger WeatherCoat Anti Dustt that keeps the exterior walls dust-free. It features a unique and innovative Dust Guard technology that does not allow dust to settle on the walls. With a rich soft sheen finish, it also promises to enhance the beauty of the house. End result – the exterior walls of the home are free from stains and black stripe marks caused due to dust deposition. The paint comes with a 5-year warranty, ensuring total peace of mind . You can be assured that your home will look fresh, year after year. Moreover, it is Green Pro Certified and contains low VOCs, making it a safe choice for both- your home and the environment at large. Berger Paints India has worked on a vision to create a high-quality product that offers durable home exterior walls.

The TVC depicts that dust is inevitable where there is development and urges the viewers to get ready for this scenario with Berger WeatherCoat Anti Dustt. The treatment of the TVC has been made bold and impactful to drive home the brand promise.

So if you hear about the construction of a flyover or a residential apartment nearby, you don’t have to worry about it anymore. Be proactive and prepared. Get your homes protected against dust with Berger WeatherCoat Anti Dustt and safeguard yourself and your loved ones. Get in touch with the experts of Berger Paints India today!

“India banne ke liye tayaar hain. Kya aap badalte India ke liye tayaar hain?” Check out the latest TVC by Berger Paints India to know all about how your homes can stay dust free despite accelerated urbanisation and development happening around you: