Birla Opus Paints Plans Major Expansion in Small-Town India.

Birla Opus Paints, the decorative paints division of Grasim Industries, is accelerating its expansion into tier 2 and tier 3 markets through an innovative franchise model. The company aims to establish compact 300-400 square feet stores staffed by trained local entrepreneurs and paint consultants, bringing premium service to smaller towns.

“The majority of stores catering to metros, non-metros, and smaller towns will be franchise stores,” said CEO Rakshit Hargave, emphasizing the company’s strategic push into underserved regions.

Since its launch in April 2024, Birla Opus has positioned these franchise outlets as scaled-down versions of its larger experience centers. On March 25, the company inaugurated two new experience stores in Mumbai, including a flagship location in Worli. These stores will serve as hubs for customers seeking expert consultation, a complete product range, and a seamless shopping experience.

To date, Birla Opus has established over 400 franchise stores across India, with plans to expand further each month. The franchise model is designed to provide localized service while maintaining the brand’s comprehensive product offerings. “These stores will be a space where customers can visit with their families, alongside designers and architects,” Hargave added, highlighting the community-driven approach of the initiative.

Currently operating in approximately 6,000 towns, the company aims to onboard nearly 50,000 dealers by year-end. This expansion strategy complements its network of company-owned stores in metropolitan areas, fostering what Hargave describes as a “vibrant ecosystem” for customer engagement.

Despite a slowdown in the decorative paints market, Birla Opus remains optimistic about its growth trajectory. “We’ve seen a market slowdown over the past six to eight months, but we believe this is cyclical, and improvement is on the horizon,” Hargave stated.

The company’s expansion is underpinned by a strong manufacturing infrastructure. With five operational plants and a sixth facility in Kharagpur, West Bengal, set to begin trial production in the next fiscal quarter, Birla Opus is reinforcing its position as a national player.

Birla Opus prioritizes dealer profitability and efficient inventory management, avoiding excessive stock-building to ensure strong returns on capital employed. “Our focus is on dealer success and sustainable growth,” Hargave affirmed.

Looking ahead, the company is targeting a turnover of approximately ₹10,000 crore within three years of full-scale operations. It also aims for a high single-digit market share by the end of the current fiscal year, with continued expansion plans in place.

As Birla Opus completes its first year, its focus on smaller towns through an innovative franchise model is setting it apart in the competitive decorative paints industry.

HBL