Aditya Birla Group Chairman Kumar Mangalam Birla on Thursday, February 22, announced the launch of its paint business under the brand, ‘Birla Opus’, with an upfront investment of Rs 10,000 crore. The company, being set up by the group’s flagship company Grasim Industries, aims to achieve a gross revenue of Rs 10,000 crore within three years of its full-scale operations.
“Birla Opus business is being set up by the group flagship company, Grasim Industries Ltd,” Aditya Birla Group said in a BSE filing.
This marks the Aditya Birla Group’s entry into the rapidly expanding Rs 80,000-crore Indian decorative paints market. India’s economy is expected to reach $10 trillion by 2034, with the paints sector set to surpass the Rs 3 lakh crore mark by that time.
Kumar Mangalam Birla said, “India today is teeming with dynamism, audacity, and a penchant for disruption. This India finds a reflection in our paints venture, Birla Opus. The Aditya Birla Group’s deep insight into the building materials ecosystem, honed over the years, offers us a unique vantage point.”
He said Birla Opus is poised to transform the paint industry with a 40 per cent addition to current capacity. No paint company globally has ever launched in one shot— factories, operations, products, and services, at the scale that we are about to undertake.
According to the statement, Birla Opus products will be available in Punjab, Haryana and Tamil Nadu from mid-March 2024 and across all 1 lakh population towns in India by July 2024. “The company aims to expeditiously expand its distribution to over 6,000 towns by the fiscal year-end.”
The Aditya Birla Group chairman also unveiled the brand logo of ‘Birla Opus’.
The company said the name ‘Birla Opus’ embodies the trust that underpins the Aditya Birla brand, with ‘Opus’ signifying beauty personified. The word ‘Opus’ is derived from the Latin phrase “magnum opus”, which represents a great work of art.
Himanshu Kapania, director of Aditya Birla Group, said, “Birla Opus is all set to redefine standards on creativity, scale, transparency, technology, and sustainability. We are confident that the benefits of the competitive advantage built on the interplay of futuristic technology and pioneering chemistry will be passed on to the consumers through lower costs and consistency of superior quality. Birla Opus promises to simplify the consumer journey making the experience of painting enjoyable and contemporary.”
Birla Opus will offer over 145 products and more than 1,200 SKUs across water-based paints, enamel paints, wood finishes, waterproofing and wallpapers, according to the statement.
The brand will also provide its direct painting services, PaintCraft, it said.
Rakshit Hargave, CEO of Birla Opus, said, “On the back of strong in-house R&D, and extensive field validations, Birla Opus is committing to a higher product warranty than the leading players across most of water-based products. As part of the inaugural offer, consumers will get an additional 10 per cent volume on water-based products and contractors will get loyalty benefits across most of our products.”
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