Birla Opus: Adding colour to your life!

Aditya Birla Group's paints business, Birla Opus, is gearing up for launch and aims to emerge as a leading player in India's decorative paints segment

For many Indians, owning a home remains their single greatest aspiration. The combination of increased disposable income and government initiatives aimed at making housing more affordable and accessible, has spurred a substantial surge in housing demand in recent years. A report from the Ministry of Housing and Urban Affairs highlighted an urban housing shortage of approximately 19 million units in 2022 — a figure projected to double by 2030! With the ongoing pace of urbanisation, it’s no surprise that the decorative paints industry, currently valued at Rs. 67,000 crore, has experienced robust growth of 13-14% CAGR over the past five years.

Now, as market preferences are shifting from unorganised to branded players, Aditya Birla Group is strategically positioning itself to capitalise on this new wave of growth.

A winning paints brand in the making

The revenue of the organised decorative paints segment grew by approximately 22% over FY22 alone. Embracing its hallmark entrepreneurial spirit, which has been the most defining characteristic of its 165-year legacy, Aditya Birla Group is venturing into the decorative paints market. Leveraging its brand equity and expansive nationwide reach, the Group aims to establish itself as a frontrunner in this sector. The paints business will be housed within the Group’s flagship entity, Grasim, under the brand name 'Birla Opus'.

One critical factor positioning Birla Opus for success is Grasim’s enviable pan-India distribution network — already set up by its cement subsidiary UltraTech, India’s leading manufacturer of grey cement and ready-mix concrete. This unparalleled reach has provided the paints brand with a competitive edge in the market even before commencing operations.

Preparing to dominate

Backed by a massive investment of Rs. 10,000 crore, Grasim plans to set up six state-of-the-art manufacturing plants across India — in Haryana, Punjab, Tamil Nadu, Karnataka, Maharashtra, and West Bengal — with a total paint production capacity of 1,332 million litres per annum.

Birla Opus is all set to bring its comprehensive range of premium decorative paints to the market by March 2024. To further support its ambition of becoming a leading player in the paints segment within the next few years, Birla Opus has set up a dedicated research and development facility in Maharashtra. Leveraging the prestige and trust built by Aditya Birla Group, Birla Opus endeavours to successfully cater to India’s growing demand for high-quality paint and create value for homeowners across the nation.