Birla Opus, a new player in the Indian paint industry launched by Grasim Industries Limited in 2024, is targeting an ambitious turnover of Rs 100 billion within its first three years of operation. This goal is underpinned by a substantial investment and a series of strategic initiatives.

Rakshit Hargave, CEO, detailed the company's aggressive expansion plans, including a Rs 100 billion investment to set up six greenfield manufacturing plants across India. These facilities will produce a diverse range of paint products, including innovative offerings not yet available in their portfolio. With a manufacturing capacity that supports over 1,200 stock-keeping units (SKUs), Birla Opus is well-positioned to achieve its financial objectives.

The company is also investing heavily in research and development (R&D), focusing on proprietary emulsions and resins. Hargave emphasised the importance of product quality, noting that positive feedback from the market and repeat purchases from contractors highlight the superior performance of their products. Birla Opus caters to various consumer segments, including economy, premium, luxury, and institutional clients. Notable innovations include the scuff-resistant feature in their luxury brand, 'One Pure Elegance,' which allows easy removal of scuff marks—a common issue in Indian homes. Additionally, the company has introduced anti-spatter technology that reduces cleanup time for painters by 20 to 30 minutes daily.

Birla Opus has also developed an advanced IT platform featuring an industry-first track and trace program. This system monitors paint from production to application, ensuring authenticity and effective supply chain control. Their customised tinting software provides real-time data on paint usage and sales.

Inderpreet Singh, Head- Marketing, Birla Opus, outlined the company's marketing strategy, which focuses on boosting brand visibility and engaging industry professionals through digital channels. The approach includes both digital marketing and direct interactions with dealers, painters, contractors, architects, and interior designers to effectively communicate the benefits of Birla Opus's products.

In terms of distribution, Birla Opus aims to establish a presence in 6,000 towns across India by year-end and in all cities with populations over 100,000 by July. Singh reported that the company has already met its population target ahead of schedule and plans to open 150 depots across India, with over 100 currently operational. This extensive distribution network supports their goal of achieving a pan-India presence.

(Financial Express)