Chairman of Aditya Birla Group, Kumar Mangalam Birla, announced the launch of products and services under his new decorative color brand “Birla Opus”.

The target is to achieve gross sales of Rs. 10,000 crore (approximately 1.1 billion Euros) within 3 years of full launch. This marks Aditya Birla Group’s entry into the fast-growing Indian decorative paints market worth Rs. 80,000 crore (approximately 8.9 billion Euros), with an unprecedented investment of Rs. 10,000 crore (approximately 1.1 billion Euros). Birla Opus’ business is being set up by Grasim Industries, the group’s flagship company.

“Birla Opus is therefore poised to transform the paint industry with a 40% increase in capacity. No paint company has ever launched globally in one go – factories, operations, products and services – to the extent that we are approaching now,” said Birla.

The new brand’s products will be available in Punjab, Haryana and Tamil Nadu from mid-March 2024 and in all cities with a population of 1 lakh in India by July 2024. The company aims to rapidly expand its distribution operations to over 6,000 cities by the end of the financial year. This will be the fastest and widest pan-India launch of a color brand.