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Grasim to launch its paint brand, Birla Opus

Ishita Nigam

14 Sept 2023

Aditya Birla's fabric brand is aiming at the number two market position for the paint business. It believes this new vertical and its latest B2B eCommerce venture, Birla Pivot, will be high growth drivers.

Fabric maker Grasim Industries, Aditya Birla Group’s flagship brand, is planning to enter the paints business. It will launch its own paint brand, Birla Opus, early next year in the fourth quarter of the current financial year. The market is dominated by Asian Paints and Berger and houses brands like JSW, Kansai Nerolac, Akzo Nobel, and Pidlite.

The market is expected to grow from ₹70,000 crores to ₹100,000 crores in the next five years. Grasim plans to invest ₹10,000 crores in setting up this business. It ran a successful pilot painting services programme in key metros and launched an imported wooden finishes range.

The paint industry enjoys double-digit growth amid growing aspirations and the government’s ‘Housing for all’ plan. Grasim plans to have manufacturing plants set up in Punjab, Haryana, Maharashtra, Karnataka, Tamil Nadu, and West Bengal, with a total capacity of 1,332 million litres per annum.

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