About Us

Welcome to Prizma Wood coatings, a division of General Paint Company, one of the fastest growing producers of car paints and wood finishes.

With Prizma wood coatings we believe that success is not a destination but a journey. Along the way, strong business and personal relationships are formed between our partners and us, which has ultimately allowed us to exceed the stringent demands of our industry.

By listening to our partners’ problems, ideas and solutions, we have quickly contested the stronghold of the major wood finishes suppliers in our market.

While we aim to strive for the perfect product, we have not lost track of the drive behind our progress, which is the customer’s profitability.

By providing a product that is researched extensively both in terms of quality and value, we can ensure the long-term success of our endeavors.


We are committed to providing an alternative credible solution in wood finishes that will increase the Carpentry workshops profitability through higher productivity and the use of extensively researched products in terms of quality and value.

We believe that in today’s volatile markets we should be receptive to change and be dynamically responsive to demand.

We strive to insure Proper materials, talents and equipments are available when needed to increase processes effectiveness and prevent duplication of efforts and wastage.

We establish effective communication channels for knowledge sharing within the company and with our suppliers, and customers

To achieve stakeholders satisfaction we implement JIT manufacturing based on a series of continuous steps with the dedication of doing the job right every time


In Economics, monopoly is defined as “the exclusive control of a commodity or service that makes possible the manipulation of prices”; It is illegal. Oligopoly, even though being legal, is as detrimental to the price chain structure; it is defined as “the market condition that exists when there are few sellers, as a result of which they can greatly influence price”. The wood finish industry is an oligopolistic one controlled by the few. It is our vision to provide today’s refinisher with a credible alternative and break the stronghold that the controlling few have on the industry worldwide.