Aditya Birla Group to boost paint industry capacity by 40%, targets Rs 10,000 cr revenue in 3 years
Kolkata/Mumbai: Aditya Birla Group on Thursday announced entry into the decorative paints market with its new brand Birla Opus, eyeing Rs 10,000 crore gross revenue within three years of full-scale operations.
The conglomerate’s Chairman Kumar Mangalam Birla announced the launch of products and services under the new brand.
Aditya Birla Group will make an upfront investment of Rs 10,000 crore in the Birla Opus business being set up by the group's flagship company Grasim Industries Ltd.
The Indian decorative paints market is currently valued at Rs. 80,000 crore and expanding at a rapid rate.
Kumar Mangalam Birla, Chairman, Aditya Birla Group, said, “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.”
He added, “Birla Opus should be seen as a scale start-up incubated by the Aditya Birla Group. It 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 products will be available in Punjab, Haryana, and Tamil Nadu from mid-March 2024 and across all 1 lakh population towns in India by July 2024.
The company aims to expeditiously expand its distribution to over 6,000 towns by the fiscal year-end. This will be the fastest & widest pan-India launch by any paint brand.
The Aditya Birla Group Chairman also unveiled the brand logo of ‘Birla Opus’. The name ‘Birla Opus’ embodies the trust that underpins the Aditya Birla brand, with ‘Opus’ signifying beauty personified.
The word ‘Opus’ is derived from the Latin phrase “magnum opus”, which represents a great work of art.
Birla Opus will offer the widest range in the industry, with 145+ products and 1200+ SKUs across water-based paints, enamel paints, wood finishes, waterproofing and wallpapers.
The products offered will be across consumer segments – economy, premium, luxury, designer finishes and institutional clients.
In addition, Birla Opus will present the largest range of 2,300+ tintable colour choices including 216 iconic Indian colours.
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.
Birla Opus has already enrolled over 300,000 painting contractors and is starting the largest-ever sampling program. It is building the “second largest network” of dealers within the first year, with an aim to create win-win partnerships with dealers.
It 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.
At the launch event, Aditya Birla Group Chairman 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 six strategically located, fully automated, integrated, and global scale manufacturing plants with a total commercial capacity of 1,332 MLPA (million litres per annum) - a quantum leap of 40% addition to the current industry capacity.
Panipat (Haryana), Ludhiana (Punjab) and Cheyyar (Tamil Nadu) Birla Opus plants were dedicated to the nation today. Chamarajanagar (Karnataka), Mahad (Maharashtra) and Kharagpur (West Bengal) units will commence production over the course of FY25.
All six manufacturing plants are fully sustainable with zero liquid discharge and equipped with 4th generation manufacturing technology to manage supply chain processes at lightning speed, zero defects and end-to-end traceability.
The Aditya Birla Group's entry into the paints market signals its confidence in the sector's future bolstered by the government’s push for infrastructure development and housing for all.
India's economy is expected to reach 10 trillion USD by 2034, with the paints sector set to surpass the Rs 3,00,000 crore mark by that time.
Birla Opus is uniquely positioned to capitalize on this dynamic landscape.
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