Birla Opus is a new entrant in the Indian paint industry, launched by Grasim Industries Limited in 2024, and is targeting a turnover of Rs 10,000 crores within its first three years of operation. Reportedly, this ambitious target is supported by a substantial capital investment and a range of strategic initiatives.
Rakshit Hargave, CEO, Birla Opus, talks to BrandWagon Online and details the company’s approach, stating that they have committed Rs 10,000 crores to establish six greenfield manufacturing plants across India. These plants are designed to produce a wide range of paint products, including new offerings that are not currently available in their portfolio. With a manufacturing capacity supporting over 1200 stock-keeping units (SKUs), the company is positioned to meet its turnover objectives.
The company’s investment extends to research and development (R&D) as well, focusing on proprietary emulsions and resins. Hargave emphasised the importance of product quality, noting that positive market feedback and repeat purchases from contractors validate the superior performance of their offerings. The products offered range across varied consumer segments – economy, premium, luxury, and institutional clients. The company has introduced features such as scuff resistance in their luxury brand ‘One Pure Elegance.’ This innovation addresses a common problem in Indian homes, where furniture often causes scratches on walls. Hargave highlighted that this feature allows scuff marks to be easily removed with washing, a capability not offered by competitors.
Additionally, Birla Opus has developed anti-spatter technology to reduce paint specks on floors and painters. This technology has reportedly saved painters 20 to 30 minutes of cleanup time daily, allowing them to complete more jobs efficiently. In the economy segment, the ‘Style’ sub-brand provides emulsions with 15-20% more coverage compared to competing products, which enhances profitability for painters and contractors.
The company has also invested in a sophisticated IT platform that includes an industry-first track and trace program, as per the company. This programme monitors paint from production to application, ensuring authenticity and supply chain control. Their customised software for tinting machines offers real-time data on paint usage and sales.
Inderpreet Singh, head of marketing at Birla Opus, outlined the company’s marketing strategy, which focuses on establishing brand visibility and targeting industry professionals through digital channels. Singh emphasised the need for a multi-channel approach, including both digital marketing and direct interactions with dealers, painters, contractors, architects, and interior designers. This strategy aims to effectively communicate the benefits of Birla Opus’s products to all relevant stakeholders.
Birla Opus has set ambitious distribution goals, including a presence in 6,000 towns across India by the end of the year and in all cities with populations over 100,000 by July. Singh reported that the company has already achieved the population target ahead of schedule and is on track to open 150 depots across India, with over 100 currently operational. Its distribution network is designed to support its goal of establishing a pan-India presence.
In a market where established players like Asian Paints, Berger Paints, and Kansai Nerolac dominate, Birla Opus aims to differentiate itself through superior product features, innovative technologies, and a comprehensive distribution strategy. With these investments and strategic plans, the company aims to make a significant impact on the Indian paint industry and achieve its Rs 10,000 crore turnover target.
Follow us on Twitter, Instagram, LinkedIn, Facebook
