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Fortunately for us, the picture of the market GW has painted for themselves ISN'T how it works in reality. Citadel may be the dominant player in the industry, but competition does, in fact, exist.
The French brand Coat D'Arms manufactures to this day, and here is a colour chart.
Most of you will have heard of Vallejo paints. If you're anything like me, you will be unaware of their equivalents, so here is a convesron chart, as well as a few tips using them.
In addition, Foundry Miniatures provides paints, which, apparently, are very good.
Finally, Tamiya is another competitor.
There are several others around the place, do a Google Search, or ask your local Hobby store (Plane shop- not the GW type).