India’s paint industry is undergoing a quiet transformation—and at the heart of this change is Birla Opus, expanding its reach beyond metros into Tier 2 and Tier 3 towns. With rising aspirations, evolving housing needs, and a strong demand for affordable, quality décor, smaller towns are quickly becoming high-potential markets. Birla Opus is stepping in with a powerful presence and a future-focused strategy.

Launched in 2024 as the decorative paints arm of Grasim Industries, a flagship of the Aditya Birla Group, Birla Opus is already showing strong momentum. Its growth in manufacturing is impressive, with the recent inauguration of its fourth fully automated paint facility in Chamarajanagar, Karnataka, taking its total capacity to 866 million litres per annum. This milestone puts Birla Opus among the top in India’s decorative paints segment by installed capacity.

Strong Ambitions, Stronger Numbers

Birla Opus aims to achieve:

• A retail footprint of 50,000 dealerships
• Revenue of ₹2,500 crore in FY25
• Mid-single-digit growth in FY26
• A long-term target of ₹10,000 crore in gross sales and a double-digit market share

With a comprehensive product line, expanding dealer networks, and advanced services, the brand is quickly cementing its place in India’s paint landscape.

Why Focus on Small-Town India?

Historically underserved by major paint brands, small towns and semi-urban centers are now key growth zones. Thanks to government-led infrastructure projects, increased disposable income, and a growing appetite for premium interiors, towns once overlooked are now ready for investment. Birla Opus sees this opportunity and is moving fast.

A Look at the Birla Opus Franchise Model

Affordable Paints, Premium Quality
Birla Opus offers a broad spectrum of paints catering to both budget-conscious customers and high-end buyers—delivering quality without compromise.

Local Entrepreneurs, National Reach
The franchise model is designed to empower local partners. By enabling entrepreneurs to invest with low capital and generate high returns, Birla Opus strengthens its supply chain while fueling rural entrepreneurship.

Eco-Friendly Innovations
Modern customers value sustainability. Birla Opus responds with low-VOC formulations, ensuring safer, greener, and longer-lasting solutions.

What Does This Mean for the Industry?

• More Competition: As Birla Opus gains traction in smaller markets, established brands will need to revisit their rural strategies.
• Local Economic Boost: Franchises bring in jobs, entrepreneurship, and business growth in smaller regions.
• Consumer Empowerment: High-grade paints, once limited to big cities, are now available to a broader consumer base.

Paint Industry Trends: A Broader Outlook

Current Market Landscape
India’s paint market, worth an estimated ₹70,000 crore in 2023, is on track to grow at a 10–12% CAGR over the next five years. Decorative paints dominate the sector with around 75–80% of the market.

Rising Role of Small Cities
Tier 2 and 3 markets are outpacing metros in growth due to higher home ownership and increasing disposable incomes.

Growth Drivers

• Infrastructure Push: Government programs like PMAY and Smart Cities Mission fuel demand for paints in housing projects.
• Premiumization Trend: Consumers are shifting from local, unbranded options to eco-conscious, premium offerings.
• DIY Revolution: The rise of do-it-yourself home improvements is boosting sales of easy-to-use emulsions and distempers.
• Sustainable Innovation: There’s a growing preference for water-based, nano-coated, AI-powered paint systems.

What’s Ahead: 2024–2030

The decorative segment is expected to continue leading the Indian paint industry, potentially crossing ₹1.2 lakh crore ($14.5 billion) by 2030. Tier 2 and 3 towns will become even more critical, projected to account for 50% of total sales, up from 35%.

But the Birla Opus journey is about more than numbers. It’s a story of connecting small towns with big opportunities—where world-class products meet local dreams.

As the Indian paint industry gears up for an exciting decade, Birla Opus stands out not just as a fast-growing brand, but as a catalyst for industry-wide change. Its small-town strategy isn’t just smart—it’s visionary.

For aspiring entrepreneurs and smart investors, the Birla Opus Paint Franchise represents more than a business—it’s a gateway to shaping India’s colourful future.