Brushing new horizons

Birla Opus Paints expands rapidly in Hyderabad with new franchise stores, aiming to revolutionise the Indian paint market through innovative customer engagement and a trusted legacy
In the bustling and ever-evolving paint industry, Birla Opus Paints stands out with a bold expansion strategy. Part of the Aditya Birla Group’s flagship firm, Grasim Industries, the rapid growth trajectory is reshaping India’s decorative paints market. It’s latest milestone: the inauguration of two new franchisee stores in Hyderabad, Telangana, further solidifying its footprint in one of the country’s most vibrant and fast-growing markets. These stores are not merely retail points but pivotal hubs for customer engagement.
In an exclusive interview with The Pioneer, Rakshit Hargave, CEO of Birla Opus Paints, shared his vision for growth, its innovative franchisee model and why Hyderabad remains a critical market in their expansive journey across India
“The vision for Birla Opus, as we have declared when we launched in Panipat in February this year, was that, firstly, we want to get Pan-India distribution. We put some markers for that and those markers were like we want to enter into 6,000 towns by end of this year. We want to cover nearly 50,000 outlets. We also said that we want to be having a market share, which is like high single digits by the time we exit the year in March,” explain Hargave.
Revolutionising paint industry
Birla Opus Paints’ franchisee model is a strategic innovation aimed at improving the customer experience, setting it apart from traditional paint retailing. By focusing on creating an engaging, consultative environment, it aims to build lasting relationships with its customers. Hargave explains that the paint industry, until now, had seen a lack of consumer engagement and sophisticated retail experiences.
“Our franchise stores are a breath of fresh air for the paint industry. They offer a full range of products, expert consultations and an immersive shopping experience, something that has been largely missing in the market,” he states.
The franchise model has been met with considerable success. With over 200 franchise stores already in operation, the model is delivering impressive results in terms of footfall, consumer engagement and revenue generation. The stores, equipped with shade decks and texture displays, offer consumers the opportunity to explore an extensive range, ensuring they find the perfect match for their needs.
“The success of the franchise model is evident in the rising number of customers visiting these stores. They bring their families, spend time selecting products and engage in deep consultations. This allows them to develop a strong connection,” he says.
Hyderabad, with its flourishing real estate market and growing construction activities, has proven to be an ideal city for the expansion. The new stores in Hyderabad—Sri Mahalaxmi Agencies at Cross Road and Choudhary Birla Opus Paint Studio in Medchal Malkajgiri—are strategically located to cater to the diverse needs of the city’s consumers. “We have divided the whole city into clusters so that each cluster can have one franchisee that is self-sufficient and that can cater to the neighboring market. So this outlet, this franchisee, obviously is a part of that plan where this will cater to its neighborhood and will be a destination for architects and designers who want to come here, see the whole range,” he accentuates.
Riding on trust factor
One of the significant differentiators is the trusted legacy of the Birla name. Consumers and dealers in the building materials sector are already familiar with Birla’s long-standing reputation in cement, white cement and other building materials. This reputation has facilitated a smoother market entry, as Hargave points out. “The trust has been invaluable for us. We entered the market with an already established name in construction and building materials, which helped us gain the confidence of our dealers and contractors. Our product quality, backed by research and development in India, further reinforced this trust.”
It has also set itself apart by focusing on high-quality, locally developed products. From emulsions to enamel paints, the products have garnered praise for their superior performance. The company’s commitment to quality is further evident in its state-of-the-art manufacturing facilities, with six plants spread across India, ensuring both efficiency and a steady supply of products.
“We have invested heavily in manufacturing infrastructure. With six factories already operational and more planned in the coming years, we are setting the stage for long-term success.”
The rapid growth is particularly evident in its strong foothold in Hyderabad and Telangana, where Birla Opus Paints is now the second-largest player. But the company’s ambitions extend beyond market share—they aim to be an iconic name synonymous with quality and reliability.
“Our team tells me that we’re already the second-largest player in Hyderabad and that’s something we’re incredibly proud of,” the leader notes. “But it’s not just about growth—it’s about becoming what’s deeply desired. We’re hearing that customers are coming into stores asking for products by name. That’s the kind of pull we’re building, and it’s growing every day.”
Contractors, too, are taking notice. The superior product quality has made it a favorite among professionals who are seeing increased profitability thanks to the paint’s exceptional coverage and hiding capabilities. As more contractors benefit from offerings, the momentum continues to build.
“Our expectation is to keep gaining market share, month on month, quarter on quarter,” the leader says confidently. “And the feedback we’re getting from both contractors and customers tells us we’re already on the right path.”