Aditya Birla Group Aims for ₹10,000 Crore Revenue from Paint Business within 3 Years

The Aditya Birla Group has embarked on its venture into the fiercely competitive paints sector by inaugurating three factories in Tamil Nadu, Haryana, and Punjab. With the introduction of its brand, Birla Opus, Grasim Industries, led by Kumar Mangalam Birla, anticipates achieving a revenue of ₹10,000 crore and attaining profitability within a span of three years.

Under the umbrella of Grasim Industries, the company aims to establish a combined capacity of 1,332 million litres per annum (mlpa), surpassing the cumulative capacity of key competitors in the industry. Initially, production has commenced at facilities in Panipat (Haryana), Ludhiana (Punjab), and Cheyyar (Tamil Nadu), collectively contributing 533 mlpa. Further capacity additions are slated for completion at Chamarajanagar (Karnataka), Mahad (Maharashtra), and Kharagpur (West Bengal) by the end of the subsequent fiscal year.

The rollout of Birla Opus paint products is scheduled to commence in Punjab, Haryana, and Tamil Nadu by mid-March, extending to regions with populations exceeding one lakh by July. Distribution will target over 6,000 towns by the conclusion of the next fiscal year.

With plans to enlist 50,000 dealers, the company will provide tinting machines to 95 percent of them at no cost. Aiming for a market share of 9 percent by the end of the next financial year, Grasim aspires to emerge as the second-largest player in the industry within three years.

Chairman Kumar Mangalam Birla expressed pride in the rapid execution of the three paint plants within three years, highlighting the group's extensive distribution network, which has been a cornerstone of its success in other ventures. He emphasized the natural progression into the paint business as an extension of the group's existing white cement operations.

The initiative to enter the paint industry began three years ago, aligning with the group's strategy of diversifying into consumer-facing businesses. Already, the company has engaged three lakh painters and contractors across the country, even prior to the official market launch.

In addition to the Painters Partnership Programme 'Udaan' and a dedicated Painter App and website, the company plans to provide financing options to registered dealers through Aditya Birla Capital.

As global trends witness corporates transitioning into consumer-focused sectors, the Aditya Birla Group is poised to capitalize on this shift by venturing into value-added consumer goods, while continuing its legacy in commodity businesses.

HBL