A rutile-grade multipurpose TiO2 pigment with surface coatings of zirconia and alumina is prepared under con trolled conditions. HRTEM, FTIR, xi-Potential etc. were used to characterize the morphology, structure and electrokinetics. A continuous and compact film of zirconia was anchored on the base TiO2 particles surface as the innermost coating. A composite coating of alumina was precipitated under controlled conditions which facilitated the precipitation of both dense, compact and porous, boehmite alumina on the surface of zirconia-coated TiO2 particle surface. Comparative evaluation of the pigmentary properties of the coated pigment revealed superiority in durability and optical properties of the modified pigment over conventional enamel-grade and generalpurpose grade TiO2 pigments respectively. (C) 2020 Elsevier B.V. All rights reserved.