<p>Coating technology plays a vital role as it enhances the performance of bulk substrates, aligning with the national objective of advancing new manufacturing sectors in India. As the second most populous country globally, India presents significant market growth potential in these areas. Consequently, a variety of coatings comprising ceramics, metals, polymers, inorganic–organic nano-composites, and organics are widely utilized across multiple applications such as industrial tools, batteries, the nuclear sector, medicine, automobiles, machinery, defence, and space, among others. Thus, coating technology is rapidly evolving, with industries actively seeking suitable applications to enhance protective capabilities under varying environmental conditions. The advantages of coating technology across diverse surfaces include prolonged lifespan, lower maintenance costs, and improved functionality and aesthetic appeal within society. Protective coatings are essential in the manufacturing sector, contributing to the expanding Indian market and facing competitive pressures. The sector encounters challenges due to fluctuations in imported raw material prices, quality issues with raw materials, and difficulties in scaling up for commercialization. Additional challenges include a lack of sufficient indigenous raw material supply from vendors, technical struggles related to sustainability under harsh environmental conditions over extended periods, the environmental impact of volatile organic compounds, a shortage of expertise in this field, and a lack of standardization in existing facilities, along with inadequate property evaluation using standardized methods in India. Effective policy support is necessary to address the barriers to the commercialization of various coating technologies across different applications and to reduce reliance on foreign countries. The strategy paper outlines the bottlenecks related to coating technologies by highlighting the challenges faced in real-world applications for next-generation researchers, advocating for stronger collaboration between industry and research institutions, alongside future recommendations that could position India as a global leader. In today’s competitive landscape, a clear policy regarding coating technology is crucial in India to compete with global players and to secure grants for research and development, expertise building, and infrastructure improvements, all of which positively influence the growth of Indian coating industries and the exploration of the coating market across various applications. In this context, the authors emphasize the need for a solid understanding of current challenges and proposals for effective problem-solving through robust collaboration, which can stimulate economic growth and create new job opportunities for future generations. Industrial validation for the commercialization of emerging advanced coating technologies for domestic development is a critical step in enhancing the country's stance in the global landscape. We propose a comprehensive roadmap regarding the current state of coating technology to underscore existing challenges and advocate for a strong coating technology capable of adapting to diverse environmental conditions. We suggest future avenues that could enhance the quality of life for the people of our country, ultimately contributing to sustainable economic growth.</p> Graphical abstract <p></p>