Grasim Industries will launch its decorative paints business under the brand name, Birla Opus, in the fourth quarter of FY24.

The Aditya Birla Group flagship company’s foray is a strategic step towards tapping into the high-growth market and expand further in a consumer-centric segment.

Backed by a research and development (R&D) facility in Maharashtra and with a committed investment of Rs 10,000 crore for the paints venture, it plans to offer a full suite of high-quality products. The company has piloted a first-of-its-kind painting service for its clients across the metro cities, and introduced a range of imported wood finishes.

Moreover, its manufacturing set-up boasts of a capacity of 1,332 million litre per annum and would cater to the pan-India demand. These plants are located across Haryana, Punjab, Tamil Nadu, Karnataka, Maharashtra and West Bengal.

The decorative paints industry in India is valued at Rs 70,000 crore, and is on a double-digit growth path, driven by visibility through consumer aspirations and government’s push for ‘Housing for All’.