Titanium dioxide is the most used white pigment; there are two different processes established for its production, the sulphate and the chloride route procedures. In both of them the raw materials are refined thoroughly before the very pigment is manufactured, which - by this way - results as a purely white matter. In the following it is shown how a very good pigment can be obtained without such a costly purification step. It is true that this pigment is not fully white, tinted somehow like ivory, however, applicable in many cases. Of course, the consumer has to modify his recipes when changing from a white pigment, but this effort is negligible compared to the cost saving the slightly tinted product will facilitate. For obtaining a pigment quality the new product is manufactured from synthetic rutile by grinding, stabilising and blending.