Birla Opus Paints Surges Ahead, Secures Spot as India’s Third-Largest Decorative Paint Brand

Grasim Industries’ ambitious foray into the decorative paints segment under its Birla Opus brand is paying off, with the company reporting double-digit quarter-on-quarter revenue growth in the business. In just a short span, Birla Opus has climbed to become India’s third-largest decorative paints brand by revenue, according to the company’s internal estimates.

The growth story is driven by two key factors — deeper market penetration and an aggressively expanding distribution network. Birla Opus products are now available in over 8,000 towns across India, marking a rapid scale-up in presence. To fuel this momentum, Grasim has committed a massive ₹9,555 crore capital expenditure to its paints venture as of June 30, 2025 — an investment the company notes has been executed without project delays.

As part of its expansion strategy, Grasim is setting up six greenfield manufacturing plants simultaneously. Trial production of water-based paints and emulsions has already begun at its sixth facility in Kharagpur, with full-scale commercialization expected in the second quarter of FY26. Once operational, Grasim will command around 24% of the organised paints industry capacity, boasting an installed capacity of 1,332 million litres per annum (MLPA).

The retail footprint is also getting a boost, with branded franchise outlets now in over 400 towns. The Birla Opus portfolio has grown to 179 products across more than 1,460 SKUs, offering innovations such as scuff resistance, superior coverage, spatter-proofing, and high-gloss finishes — features aimed at winning over both professional painters and homeowners.

While heavy investments in the paints business have slightly weighed on overall margins, Grasim’s consolidated results remain robust. The company posted a 16% year-on-year rise in consolidated revenue and an impressive 36% jump in EBITDA.

With Birla Opus making rapid inroads, Grasim’s entry has shaken up a market long dominated by Asian Paints and Berger Paints. As capacity ramps up and distribution deepens, the brand is positioning itself as a formidable challenger in India’s fast-growing decorative paints sector.