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Aditya Birla Group set to disrupt Paint industry with 40% addition to Industry Capacity

Mr. Kumar Mangalam Birla

Mumbai: Aditya Birla Group Chairman, Mr. Kumar Mangalam Birla, today announced the launch of products and services under its new decorative paints brand, “Birla Opus”, aiming for Rs.10,000 Cr gross revenue within 3 years of full-scale operations. This marks the Aditya Birla Group’s entry into the rapidly expanding Rs. 80,000 Cr Indian decorative paints market, with an unprecedented level of upfront investment of Rs.10,000 Cr. Birla Opus business is being set up by the group flagship company, Grasim Industries Ltd stated a press release.

Mr. Kumar Mangalam Birla, Chairman, Aditya Birla Group, 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. 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

The brand is also set to delight consumers through its direct painting services, PaintCraft. This one-stop-shop for a comprehensive range of products and services, at launch, is an industry-first.

Mr. Rakshit Hargave, CEO, 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. Birla Opus is also setting a benchmark by offering first-time warranty on enamels and wood finish products. As a customer-centric organisation, Birla Opus is poised to introduce a unique and pathbreaking customer assurance program shortly. As part of the inaugural offer, consumers will get an additional 10% volume on water-based products and contractors will get loyalty benefits across most of our products.

At the launch event, Aditya Birla Group Chairman, Mr. Kumar Mangalam Birla “invited the entire spectrum of 100,000+ paint dealers pan India to participate in this industry revolution and transform consumer experience”

Birla Opus has already enrolled over 300,000 painting contractors and is starting the largest-ever sampling program.

To service the length & breadth of the country, Birla Opus is building the “second largest network” of dealers within the first year, with an aim to create win-win partnerships with dealers. Birla Opus is installing for free, new age compact tinting machines with 40% reduced footprint enabling easier colour adoption. Birla Opus is committed to meet industry standard of 4-hour delivery of its 1200 + SKUs to dealers in Depot towns through the largest network of 150+ depots integrated with the latest warehousing systems.

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