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Aditya Birla Group set to disrupt Paint industry with 40% addition to Industry Capacity Birla Opus targets Rs 10,000 Cr revenue within 3 years

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22 February, 2024

 

Kumar Mangalam Birla: “Defining moment for the Aditya Birla Group, Birla Opus’ launch embodies the spirit of aspirational India.”

 

Mumbai: Aditya Birla Group Chairman, Mr. Kumar Mangalam Birla, today 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 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 is all set to redefine standards on creativity, scale, transparency, technology, and sustainability. We are confident that the benefits of the competitive advantage built on the interplay of futuristic technology and pioneering chemistry will be passed on to the consumers through lower costs and consistency of superior quality. Birla Opus promises to simplify the consumer journey making the experience of painting enjoyable and contemporary.’  stated Mr. Himanshu Kapania, Director, Aditya Birla Group.

 

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.

 

Mr. Rakshit Hargave, CEO, Birla Opus, said, “On the back of strong in-house R&D, and extensive field validations, Birla Opus is committing to a higher product warranty than the leading players across most of water-based products. Birla Opus is also setting a benchmark by offering first-time warranty on enamels and wood finish products. As a customer-centric organisation, Birla Opus is poised to introduce a unique and pathbreaking customer assurance program shortly. As part of the inaugural offer, consumers will get an additional 10% volume on water-based products and contractors will get loyalty benefits across most of our products.”

 

Birla Opus has already enrolled over 300,000 painting contractors and is starting the largest-ever sampling program.

 

To service the length & breadth of the country, Birla Opus is building the “second largest network” of dealers within the first year, with an aim to create win-win partnerships with dealers. Birla Opus 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, Mr. 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 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.

 

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.

 

Grasim Industries Limited, a flagship company of the Aditya Birla Group, ranks amongst the top publicly listed companies in India. Grasim has completed 76 glorious years of its existence. Incorporated in 1947, it started as a textiles manufacturer in India. Today, it has evolved into a leading diversified player with leadership presence across many sectors. It is a leading global producer of Viscose, Diversified Chemicals, Linen Yarn and Fabrics producer in India. The company recently has entered paints business under the brand name ‘Birla Opus’ and would be setting up six plants of manufacturing decorative paints across pan India locations. Leveraging the Group synergies, Grasim has launched “Birla Pivot”, the B2B online marketplace for building materials. Through its subsidiaries, UltraTech Cement, Aditya Birla Capital and Aditya Birla Renewables, it is also India’s prominent cement producer, leading diversified financial services player and clean energy solutions player. At Grasim, there is an endeavour to create sustainable value for 43000+ employees, 247,000+ shareholders, society, and customers. The company reported consolidated net revenue of ₹1,17,627 Cr. and EBITDA of ₹20,478 Cr. in FY 2023.

 

Birla Opus Paints, housed under Grasim Industries, Aditya Birla Group’s flagship firm, offers Decorative Painting Solutions to consumers in India. Launched in 2024, Birla Opus Paints has a complete portfolio featuring a range of superior products across categories like interiors, exteriors, waterproofing, enamel paints, wood finishes and wallpapers. With six manufacturing plants spread across India, Birla Opus Paints is well positioned to be amongst the market leaders in the decorative paints category. The brand aims to inspire people to turn their surrounding spaces into their very own masterpiece.

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Terms and Conditions

This Website/ App is owned by Grasim Industries Limited, Birla Paints division (“Grasim”).

“we” / “us” / “our” means Grasim Industries Limited (Grasim) 

“You” or “your” means any person who visits our Website/ App. 

 

Please read these Terms and Conditions of use carefully before using this Website/App. The Terms and Conditions set forth below (the "Terms") as well as those contained in the Privacy Policy of the Website/App governs your use of the Website/App and are legally binding on you. If you do not agree to all of these Terms or Privacy Policy, do not use access or otherwise this Website/App or any information contained on the Website/ App. 

Your use of the Website/App shall be deemed to be your understanding of, and agreement, to each of the Terms set forth herein. Grasim may revise and update these Terms from time to time. Your continued usage of the Website/App shall be considered as an implied acceptance/deemed consent to abide by these Terms for usage of this Website/App.

Privacy Policies

1. PURPOSE

Thank you for visiting our Website/ App. This Website/ App is owned by Grasim Industries Limited, Birla Paints division (“Grasim”). This Privacy Policy is designed to tell you about our practices regarding collection, use, and disclosure of information that you may provide via this Website/ App. Grasim is committed to protecting the privacy of every individual who installs and/or uses the Website/App. We have adopted the following Privacy Policy, which sets out the basis on which any personal data we collect from you, or that you provide to us, will be handled and dealt by us through your use of the Website/App. Please be sure to read this entire Privacy Policy before using, or submitting any information, to this Website/App, which is intended for use by residents of India.

2. SCOPE OF APPLICATION

 

  1. This policy will be applicable to all personally identifiable information that you provide to Grasim while visiting or using the Website/App. This Website/App contains links to other Apps. Please be aware that we are not responsible for the content or privacy practices of such other Apps. We encourage our users to be aware when they leave our Website/App and to read the privacy statements of any other App that collects personally identifiable information.
  2. Grasim expressly reserves the right to change this Privacy Policy periodically in future which will be exercised at its sole discretion, and at such intervals of it choosing the right without prior notice to the users. User shall review our Privacy Policy available at the Website/App regularly to be sure you are fully updated with our current practices and procedures in this area. Your continued use of the Website/App will be subject to the then-current Privacy Policy. 
  3. The following discloses our information gathering and dissemination practices for the Website/App:
    • Overview: As part of the normal operation of the Website/App, we collect and, in some cases, may disclose personally identifiable information about you. This Privacy Policy describes the personally identifiable information we collect about you and what may happen to that information.
    • By accepting this Privacy Policy and our Terms of Use, you expressly consent to collect, store, delete, use, combine and disclose your personally identifiable information in the manner prescribed in this Privacy Policy. This Privacy Policy is incorporated into and is subject to the conditions of the Terms of Use and governs all use of the Website/App by You.
    • We may collect your name, address, email address, telephone number, and other personally identifiable information you submit on the Website/App. Such personally identifiable information will not be posted in areas of the Website/App viewable by the public or users of the Website/App.
    • By using this Website/App, you agree with the terms of this Privacy Policy. Whenever you submit information via this Website/App or through any other mode, you consent to the collection, use, and disclosure of that information in accordance with this Privacy Policy.

3. DATA GATHERING
 

Collection of Information: We may collect information that you share with us through your use of our Website/App, for example by: 

  • E-mailing or writing to us using the contact details posted on our Website/App; or 
  • Submitting other enquiries.

4. OUR USE OF YOUR INFORMATION

 

Our primary goal in collecting personally identifiable information is to provide you with a smooth, efficient and customized experience. This allows us to provide services and features that are most likely to meet your needs, and to customize the Website/App and our services to make your experience easier. We may use the information we collect from you to provide you with information and services that you request from us. We use personally identifiable information in the files we maintain about you, and the other personally identifiable information we obtain from your current and past activities on the Website/App to provide you with services.

4.1. Our Disclosure of Your Information

 

  • Due to the existing regulatory environment, we cannot ensure that all of your private communications and other personally identifiable information will never be disclosed in ways not otherwise described in this Privacy Policy. By way of example (without limiting the foregoing), we may be required to disclose personally identifiable information to the government, law enforcement agencies, or third parties under certain circumstances; third parties may unlawfully intercept or access transmissions or private communications; or users or authorized users may independently abuse or misuse your information that they collect from the Website/App in violation of our Website/App’s Privacy Policy and Terms of Use. Therefore, although we use industry standard information security practices to protect your privacy, we do not promise, and you should not expect, that your personally identifiable information or private communications will always remain private. 

  • As a matter of policy, we do not sell or rent any personally identifiable information about you to any third party. However, the following describes some of the ways that your personally identifiable information may be disclosed. 

  • Other Corporate Entities: We may sometimes share data with our affiliates, associates, subsidiaries, joint ventures, group entities, and third-party service providers that provide us with services and/or provide you with services. To the extent that these entities have access to your personally identifiable information, we will ask them to treat it at least as protectively as they treat personally identifiable information they obtain from their other authorized users or members. Our affiliates, subsidiaries, and joint ventures will follow privacy practices no less protective of all authorized users and members than our practices described in this document, to the extent allowed by applicable law. It is possible that Grasim, its subsidiaries, associates, affiliates, joint ventures or any combination of such, could merge with or be acquired by another business entity. Should such a combination occur, you should expect that Grasim would share some or all of your personally identifiable information in order to continue to maintain and provide access to the Website/App. 

  • Legal Requests: Grasim co-operates with law enforcement inquiries, as well as other third parties to enforce laws relating to matters, such as intellectual property rights, fraud and other rights. We can (and you authorise us to) disclose any personally identifiable information about you to law enforcement and other government officials as we, in our sole discretion, believe reasonably necessary or appropriate, in connection with any investigation.

4.2. Changing Your Personally Identifiable Information

 

In case you request to remove your personally identifiable information from our records, we will retain such information in our files and databases, in order to use it in some unavoidable circumstances, such as to resolve disputes, troubleshoot problems, and enforce our terms and conditions. Further, such prior personally identifiable information is never completely removed from our databases due to technical and legal constraints, including stored "back up" systems. Therefore, you should not expect that all of your personally identifiable information will be completely removed from our databases in response to your requests. 

5. USER OF COOKIES

 

The Website/App may use "cookies" (information stored on Your computer/Your Computer Resources which include mobiles phones and Apps) by your browser at our request. "Cookies" is a term generally used for small text files a web App can use to recognize repeat users, facilitate the user's ongoing access to and use of the Website/ App, allow a Website/ App to track usage behaviour and compile aggregate data that will allow content improvements and targeted advertising, preferences etc. Cookies themselves do not personally identify you, but they do identify your computer, computer resources and devices connected with computer resources and include Mobile phones. Generally, cookies work by assigning a unique number to the computer that has no meaning outside the assigning Website/ App. You are also being made aware that Grasim cannot control the use of cookies or the resulting information by advertisers or third parties hosting data on Grasim Website/App. If You do not want information collected through the use of cookies, you may change the settings in the browsers that allows to deny or accept the cookie feature as per your discretion and in the manner agreed by you. 

6. SECURITY

 

Grasim will use reasonable security measures to safeguard the confidentiality of your personal identifiable information. Although we will put our best efforts to protect your personal data, we cannot guarantee the security of your data transmitted to our Website/ App; any transmission is at your own risk. Once we have received your information, we will use strict procedures and security features which are appropriate to the type of personal information you have provided to try to prevent unauthorised access or inadvertent disclosure. However, you agree and acknowledge that "perfect security" does not exist on the Internet. 

7. CHANGES TO OUR PRIVACY POLICY

 

We reserve the right to change, suspend, or discontinue any aspect of the Website/ App at any time. Any modifications we may make to our privacy policy in the future will be posted on this page. Continued use of the Website/App will signify that you agree to any such modifications.

8. LEGAL DISCLAIMER

 

This is the official Website/ App of Grasim Industries Limited and provides general information about Grasim Industries Limited. The information and content are based on the laws applicable in India. While efforts are made to keep the information on this Website/App accurate and timely, Grasim does not guarantee or endorse the content, accuracy or completeness of the information, text, graphics, hyperlinks and other items contained herein or on any other server. This Website/ App and the materials, information, and references to services and products if any herein, including without limitations, text, graphics and links, are provided "as is" without representations or warranties of any kind, whether express or implied. To the fullest extent permissible, Grasim disclaims any warranties, express and/or implied, including but not limited to implied warranties of merchantability, fitness for a particular purpose, non-infringement, freedom from computer virus and warranties arising from course of dealing or course of performance. Grasim does not represent or warrant that the functions contained in the Website/ App will be uninterrupted or error free, that defects will be corrected or that the Website/App or the server that makes the Website/App available are free of viruses or other harmful components. Grasim does not make any warranties or representations regarding the use of the materials in the Website/App in terms of their completeness, correctness, accuracy, adequacy, usefulness, timeliness, reliability or otherwise. Users, shall always keep indemnified, defend and hold Grasim, its affiliates, and their respective officers, directors, employees and agents harmless, from and against any claims, demands, causes of action, debts or liability, costs and expenses, including, without limitation, attorney's fees, based upon or relating to a third party claim against Grasim arising from any action or inaction of User or for any liability or expense-due to claims for personal injury or damage to property arising out of the fault or negligence of the User. Grasim is not responsible for any special, indirect, incidental or consequential damages that may arise from the use of or the inability to use, the Website/App and/or the materials contained on the Website/App irrespective of whether the materials contained on the Website/App are provided by Grasim. The contents of this Website/App are subject to change without notice. Commercial use of any of the contents of this Website/App in any manner is prohibited without prior written permission from an authorised person. No reproduction of any part of the Website/App may be sold or distributed for commercial gain nor shall it be modified or incorporated in any other work, publication or Website/App, whether in hardcopy or electronic format, including postings to any other App. Grasim reserves all other rights. No information on this Website/App shall constitute an invitation to invest in the listed companies belonging to the “Aditya Birla Group” conglomerate. Neither Grasim nor the entities belonging to the “Aditya Birla Group” conglomerate, nor their respective officers, employees or agents shall be liable for any loss, damage or expense arising out of any access to or use of this Website/App or any App linked to it, including, without limitation, any loss or profit, loss of business, loss of use, indirect, incidental or consequential loss. By viewing this Website/App you are deemed to agree to jurisdiction of the courts at Mumbai, India in respect of any action arising therefrom or related thereto.

 

If you have any questions about this Policy or other privacy concerns, you can also email us at legal.birlapaints@adityabirla.com

August 2023

9. Customer Consent

 

By agreeing to this privacy policy, you agree to receive promotional messages, offers, and updates from the Company via SMS, RCS (Rich communications message service), WhatsApp, etc.

GRASIM INDUSTRIES LIMITED, Birla Paints division

 

9th floor, Birla Centurion, Century Mills Compound, Pandurang Budhkar Marg, Worli, Mumbai– 400030, Maharashtra, India. 
 

Registered Office:
Birlagram, Nagda- 456 331 (M.P.) Tel: (07366) 246760-66, Fax: (07366) 244114, 246024, CIN: L17124MP1947PLC000410  
 

Allwood Contractor App Helpdesk 

Call: 1800 120 1234, Monday to Saturday, 09:30 am – 6:30 pm (Except Public Holidays).

Email: paints.custcare@adityabirla.com

Product Warranty

Terms and Conditions for product warranty registration of Birla Opus products



  1. The Warranty shall be effective from the date of purchase of the Product as per the tax invoice (“Warranty Start Date”), provided that painting work is fully complete, and the Consumer registers the Product for warranty.

  2. The Product must be registered within 15 days from the date of purchase by calling customer care at 18001201234 or registering on www.birlaopus.com and furnishing purchase details as required during the Warranty registration.

  3. The Warranty shall be valid for parameters and period as defined in the respective product warranty document (‘Warranty Period’) from the Warranty Start Date. 

  4. Upon settlement of any claim, Warranty of replaced Product will not start afresh, and will continue for the remainder of the Warranty Period from the Warranty Start Date.

  5. If there is a break/ lag in completing the painting work, the registration of the Warranty and Warranty Start Date will be determined by the Company at its sole discretion.

  6. The Company may appoint a person to examine and confirm the application of the Product as per the directions specified prior to registering the Warranty.

  7. For registering of Warranty, where quantity of Product purchase is equal to or more than 200 litres, please call our Helpline on 1800 120 1234 with requisite details. The registration of Warranty in such cases is subject to a satisfactory pre‐inspection at site by Company’s representative.

  8. For the warranty to be applicable:
    1. Minimum volume of the product required to be purchased needs to be met
    2. Birla Opus recommended system needs to be used
    3. Product coverage and application guidelines need to be adhered
       

For more details, please refer to respective  product specific warranty document and product information sheet.

  1. Consumer may raise a claim within 30 days of discovering issue(s) noticed on the affected areas based on Warranty Parameters/ scope

  2. The Consumer is required to notify the Company of the issue(s) noticed along with the invoice details, sample pictures and basis for Warranty invocation by contacting the customer care at 1800 120 1234. The Consumer shall provide such additional details as required by the Company and/or allow the Company to visit/inspect the painting site either in portion or entirety at the Company’s discretion.  

  3. In case where the Company decides that the Warranty is applicable on the issue(s) noticed on the affected areas, the Company shall bear the Replacements Costs as detailed in respective product warranty document to repair/ repaint the affected areas.

  4. Replacement Costs shall mean the cost of material and labour required to correct the affected portions, as determined by the Company.

  5. In case where the Company decides that Warranty is not applicable, the same shall be communicated to the Consumer.

  6. Warranty is applicable only to the affected area where the Product is used in accordance with application guidelines and not to the rest of the areas.

  7. In case the Consumer carries out repair works on the areas covered under the Warranty, the same shall be at their own risk and the Company’s Warranty on the Product shall not be valid on such repaired areas.

  8. The Warranty will cover only manufacturing defects of the Product and will not cover any defects arising out of factors not in control of the Company. For more details of exclusions, please refer to the warranty document of respective product. 

  9. Except expressly stated, the Company disclaims any liabilities whether in contract, tort or otherwise. The Company makes no warranty regarding merchantability or fitness of products for any particular purpose. 

  10. The Company shall not be held liable towards loss or damages of incidental, indirect or consequential nature or for any value more than the tax invoice value. 

  11. In case of any disputes, exclusive jurisdiction of the courts of Mumbai shall apply. Governing laws shall be Laws of India.

  12. The facts and all matters concerning any Warranty/ claim/ dispute will always be kept confidential by both the Consumer and the Company.