Aditya Birla Group forays into the paints business with the launch of 'Birla Opus'

Grasim Industries, a subsidiary of the Aditya Birla Group, has announced the launch of its new paints brand, Birla Opus. The brand will offer a full range of high-quality decorative paints products, scheduled to launch in the fourth quarter of the fiscal year 2024.

Kumar Mangalam Birla, chairman, Aditya Birla Group said, “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. Our paints business will build on the power and trust associated with the Aditya Birla brand. 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.”

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.

The current estimated value of India’s decorative paints industry is Rs 70,000 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’.