Grasim Industries, the flagship firm of Aditya Birla Group, has announced its entry into the decorative paint business in India with the launch of the new brand 'Birla Opus'. The company aims to clock revenue of Rs 10,000 crore in its three years of full-scale operations.

The company has also inaugurated three Birla Opus plants at Panipat, Haryana, Ludhiana, Punjab, and Cheyyar in Tamil Nadu. The products would be available to the people of these three states by March 2024., and by July 2024, these will be available in all cities with a population of over 1,00,000. Moreover, the company will also have three more plants at Chamarajanagar in Karnataka, Mahad in Maharashtra and Kharagpur in West Bengal, which will commence production in 2024-25.

Birla Opus will have over 145 products and 1,200 SKUs across water-based paints, enamel paints, wood finishes, waterproofing and wallpapers. The products will be across consumer segments of economy, premium, luxury, designer finishes and institutional clients. In addition, Birla Opus will present the largest range of over 2,300 tintable colour choices, including 216 iconic Indian colours.

The company aims to expand its distribution to over 6,000 towns by the end of  the financial year.