Grasim Launches New Brand Birla Opus Into The Paint Market
Aditya Birla group has launched “Birla Opus,” its decorative paint brand, aiming at adding more competition in the paint industry. Birla Opus is set under the group’s flagship company, Grasim Industries Limited. The company is aiming at a gross revenue of Rs. 10,000 crore in three years.
The company has plans of a fast and wide pan India launch. The plants at Punjab, Haryana and Tamil Nadu were inaugurated today. The products of the company would be made available from mid-March this year from Ludhiana in Punjab, Panipat in Haryana, and Cheyyar in Tamil Nadu and by July 2024, it will also be available across one lakh population towns. By the end of the fiscal, it plans to take Birla Opus to over 6,000 towns in India.
With a first in the industry, Birla Opus has come up with the launch of direct painting service, ‘PaintCraft,’which is a one-stop-shop for complete products and services. The launch by Grasim is expected to bring in more competition to the already existing players. The small players could feel more weight than the giants such as Asian Paints, Berger and Nerolac.
The brand logo was unveiled by the Chairman of the group, Kumar Mangalam Birla. The Chairman said, “India today is teeming with dynamism, audacity, and a penchant for disruption… Birla Opus, therefore, is poised to transform the paint industry with a 40% 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.” He further said that, Birla Opus “uniquely combines the agility, energy, and frugality of a start-up with the muscle, reliability, and brand strength of a storied and dynamic conglomerate.”
Birla Opus is to expand with six manufacturing plants for decorative paints across India. The company has got over 300,000 painting contractors on board and is building the “second largest network.” Birla Opus is also installing free, new age compact tinting machines with 40 percent less footprint, which will enable easier adoption of colour. Grasim, was launched as a textiles manufacturer and has evolved into many other segments, diversifying into Viscose, Diversified Chemicals, Linen Yarn and Fabrics. The decorative paint market in India is a fast expanding sector.
Director of the Group, Mr. Himanshu Kapania said that the brand 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.”
