Grasim Industries Limited, a flagship company of the Aditya Birla Group, recently announced its foray into the decorative paints business by unveiling its brand name, ‘Birla Opus’. The market launch of Birla Opus is scheduled for the fourth quarter of this financial year, 2023-24. The company will offer a full suite of high-quality products in the decorative paints segment. “Our foray into decorative paints is a strategic portfolio choice that enables us to tap into a high-growth market and expand our presence in the vibrant Indian consumer landscape,” says Kumar Mangalam Birla, chairman, Aditya Birla Group. “The Company has over the last couple of years built a strong foundation to enable a successful business launch. We endeavour to become a profitable No. 2 player in the coming years and announcing our brand name is the first of many steps that will follow in this direction,” he adds.
Ahead of the launch, Grasim has successfully piloted the first-of-its-kind painting services in key metros, and introduced a range of imported wood finishes. A cutting-edge R&D facility has already been set up in Maharashtra.
Grasim had previously committed an investment of Rs10,000 crore towards setting up the paints business. The company’s state-of-the-art manufacturing plants located in Haryana, Punjab, Tamil Nadu, Karnataka, Maharashtra, and West Bengal, will have a total capacity of 1,332 million litres per annum (MLPA), and will serve demand centres across the country.
The current estimated value of India’s decorative paints industry is Rs70,000 crore. The paints industry is witnessing double digit growth year-on-year driven by rising consumer aspirations and the government’s push towards ‘Housing for All’. With players like Asian Paints and Berger already holding a dominant share in the decorative paints industry, the entry of Birla Opus will add to the competition.