Panipat: Aditya Birla Group Chairman, Mr. Kumar Mangalam Birla, on Thursday 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. 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. 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 midMarch 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 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 6 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.