US-based paints and coatings major PPG Industries said Tuesday it has undertaken a strategic initiative with multiple global suppliers to secure and enhance its supply of titanium dioxide (TiO2), as well as add to the global supply of the raw material.

“Escalating and volatile pricing for titanium dioxide has been an important issue for PPG,” said chief technology officer Charles F. Kahle II.

“PPG possesses intellectual property and expertise in the production and finishing of titanium dioxide pigment, and we intend to leverage this and engage with potential partners to develop innovative supply solutions.”

According to Kahle, PPG previously manufactured chloride titanium dioxide at its Natrium, W.Va., chemicals plant.

He said that PPG anticipates the initiative may include technical collaborations, joint ventures, licensing, technical assistance opportunities or other strategic commercial initiatives.

Titanium dioxide is a raw material widely used in the paint and coatings industry as pigment for its hiding, durability and whiteness characteristics.

However, TiO2 prices have soared in recent years amid dwindling supply, causing concern for many in the industry.