Our Mission
Sustainable paint innovation for the people and the planet
VOX is committed to build a circular economy in paints, where creativity and performance thrive without polluting our oceans or air, and where safe, sustainable materials replace harmful plastics and toxic emissions.
Hidden Costs of Acrylics
What acrylic paints leave behind isn’t so colorful
Acrylic paints may look harmless, but their impact goes far beyond what meets the eye. Made from petroleum-based plastics, they release toxic chemicals into the air and shed microplastics into oceans and waterways. Despite their popularity, conventional acrylics are one of the most overlooked sources of environmental and health damage worldwide.
~40%
of an acrylic paint formula is liquid plastic
58%
of marine microplastics globally are paint-derived
250 g/l
of VOC content found in conventional acrylic paints
Introducing
WA-CRYLICS
A new generation of eco-friendly acrylic paints
WA-CRYLICS is a new generation of acrylic paints that are plastic-free, biodegradable, and safe for human health. Instead of petroleum-based polymers, we use a proprietary plant-based binder developed from agricultural and wood-pulping by-products. The result is a high-performance paint that delivers the same durability and quality as conventional acrylics, while protecting both people and the planet.
~75% Biodegradable & Plastic-Free
Replaces petroleum-based polymers with a novel plant-based binder made from agricultural and wood-pulping by-products.
90–96% Lower VOC Emissions
Delivers safe, ultra-low emission paints that protect human health against harmful gasses released by conventional acrylics.
Performance with Sustainability
Provides the durability and quality of acrylics, while minimising environmental and ecological footprint.
Japan – Our Launchpad
An eco-conscious market ready for sustainable paints
Japan is one of the world’s most eco-conscious markets, yet sustainable paints remain scarce across sectors. From artists and students to homeowners and industries, most still rely on petroleum-based acrylics that release harmful VOCs and contribute to microplastic pollution. With rising consumer demand for eco-friendly products and research showing paints as a major source of Japan’s coastal microplastics, Japan offers the ideal launchpad for VOX — beginning with the art sector in 2026 and expanding into decorative and industrial paints thereafter.
$0.2B Acrylic Paint Market
The Japanese Acrylic Paint Market was valued at $0.2B in 2022 and is expected to reach $0.3B by 2030, growing at a CAGR of 6.1%.
60% Ready to Pay a Premium
60% of Japanese consumers are willing to pay more for sustainable products, but 75% cite lack of trust and availability as barriers to shop sustainably.
79% of Coastal Microplastics from Paints
Research shows paints are a leading contributor (up to 79%) to microplastic pollution in Japanese coastal waters, highlighting a clear environmental urgency.
Our Legacy
From half a century of family legacy to global eco innovation
VOX builds on over 50 years of paint industry experience through the founder’s family business in decorative paints. This legacy of manufacturing expertise and innovation inspires our mission to create eco-friendly paints for the future.
Meet the Team
VOX is led by Shiksha, a third-generation paint entrepreneur building on her family’s 50+ year legacy in decorative paint manufacturing. She brings over two years of direct experience in the art paint sector, alongside expertise from her work at Myntra, driving sales on Amazon and Flipkart, and academic specialisation in retail and sustainability from the London College of Fashion and NIFT. She is supported by Mr. Rakesh Kumar, a paint manufacturing leader with 40+ years of experience as co-owner of International Paint Mfg. Co. and owner of Alpha Paints. With 35+ years of advanced paint formulation expertise, he provides the technical foundation for VOX’s sustainable innovations.
Achievements
VOX has already been recognised in global entrepreneurship challenges and startup competitions for its innovative sustainable paint technology
Company
Information
VOX has been operating under Vidya Ventures, a sole proprietorship based in Gaya, India (GST active since September 2023). Since its establishment, Vidya Ventures has been engaged in the marketing and e-commerce distribution of art paints through platforms such as Amazon and Flipkart, building early operational experience and market insight for VOX. The VOX™ trademark was filed in September 2024 in India, and we are now preparing to establish VOX in Japan as an independent legal entity in early 2026.