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Birla Opus Paints, a division of Grasim Industries Ltd., today unveiled its fourth fully automated and integrated paint plant at Chamarajnagar, Mysore. The new facility commenced commercial production today, which increases the company’s manufacturing capacity to 866 MLPA (Million Litres Per Annum), positioning Birla Opus Paints as the second largest decorative paints player in India by installed capacity.
Mr. Kumar Mangalam Birla, Chairman of the Aditya Birla Group, commented, “Our paints business is a reflection of a new India, one that is confident and aspirational. The launch of Birla Opus Paints earlier this year marked a pivotal moment in the Indian paints industry, and we are progressing as planned. The business is on track to reach its revenue target of Rs.10,000 Cr within the first three years of full-scale operations.” He added, “This new manufacturing facility in Chamarajnagar will support our growth strategy, allowing us to meet the increasing demands of the southern region. It will enable us to deliver high-quality products and services to our customers, reinforcing our commitment to becoming a leader in the decorative paint industry.”
The Chamarajnagar plant, with a capacity of 230 MLPA, will produce water-based paints, enamel paints, and wood finish paints. The water-based paints will incorporate in-house manufactured advanced emulsions, offering innovative features such as multi-stain resistance, excellent dirt resistance, crack-bridge ability, and high scrub resistance, preventing furniture marks when used on luxury products. The solvent-based paints will feature in-house resins with unique designer molecules, offering high corrosion resistance, better durability, faster drying, and superior gloss. The plant is fully sustainable, with zero liquid discharge, and is equipped with cutting-edge manufacturing technology to streamline the supply chain, reduce defects, and ensure end-to-end product traceability.
Birla Opus Paints had earlier outlined plans to establish six strategically located manufacturing plants with a total capacity of 1,332 MLPA, with an upfront investment of Rs.10,000 Cr. The company has already invested Rs.8,470 Cr (85% of the total project costs). Currently, four plants are operational, contributing 866 MLPA, with the Mahad plant near Pune in trial production and the Kharagpur plant near Kolkata progressing as scheduled.
Mr. Himanshu Kapania, Director of the Aditya Birla Group, said, “Birla Opus Paints continues to make rapid strides as part of its growth journey. With four out of our six fully automated manufacturing plants now operational in Panipat, Ludhiana, Cheyyar, and Chamarajnagar, we are well-positioned to meet the growing demand for our products across India.”
At the time of its launch, Birla Opus Paints committed to offering the widest range of products, including 145+ variants and 1,200 SKUs across water-based paints, enamel paints, wood finishes, waterproofing, and wallpaper. As of September 2024, the company has already launched 129 products, with over 900 SKUs. The Chamarajnagar plant will further expand the product portfolio with exclusive items such as Indian PU Wood Finish and specially made shades of enamels, while also reducing logistics costs and enhancing market service.
Mr. Rakshit Hargave, CEO of Birla Opus Paints, stated, “Our dedication to cutting-edge R&D, ESG initiatives, and smart factory technology is delivering the highest quality decorative paints in India, offering a range of differentiated features for the entire ecosystem. The opening of our fourth fully automated plant is a testament to our commitment to building a successful paints business in India.”
Birla Opus Paints also announced the pilot launch of its franchisee-led painting services, called PaintCraft Partner, to complement its direct painting services.
Reflecting the brand's confidence in its products, Birla Opus Paints’ latest advertising campaign, ‘Naye Zamane Ka Naya Paint,’ highlights innovative features such as scuff-resistant paint, excellent dirt pickup technology, high coverage, a 10% free paint promotion, and a 16-year warranty across its entire product range, following the success of its previous campaign, ‘Duniya Ko Rang Do.’
Birla Opus Paints is now available in over 4,300 towns across India, covering all large and mid-size towns and expanding rapidly into small towns and rural markets.
