5 Birla OPUS smart market strategy – A short study

Paint Product, Painting Tools

Table of Contents

Birla launched Grasim on 14 September 2023, which announced the onset of Birla OPUS launch, stating its vision for India’s second-largest firm. The team announced to compete in the market for price competition. The oligopoly brings a different product line at a distinct price range. It has also launched portable tinting machines and segments with different price ranges. Let us dive in, and now update ourselves with Birla OPUS and its strategies.

What is Birla OPUS Paint ?

Aditya Birla made headlines by launching the Birla OPUS in 2023 with an idea to disrupt the oligopoly of the Indian paint market, launching with their price range. Today the paint is sold across India, in three luxurious price ranges. ‘The one’ for luxury, ‘calista’ for mid-range, and ‘Style’ for economical choice.

Birla OPUS Launch

In 2023, Birla OPUS by Grasim was launched in India. It had expanded its reach in the southern states, like Tamil Nadu, Kerala and Karnataka, all of the Northern frontier especially the Punjab and Haryana belt to the national capital Delhi.

Grasim Birla OPUS Product Range

Grasim has launched the Birla OPUS product ranges which differ based on price and the paint quality. The segment consists of the paint. The one for luxury, Calista for a better finish and design, and style for economic choice, different styles, and textures for the wall. They have strategically diversified the product market for different painting requirements.

Birla OPUS Pricing Strategy

Birla Group has developed an excellent modern strategy, which has segmented the product line based on the price. This has facilitated getting the desired features of the paint based on product affordability.

5 Birla OPUS Launch Smart Market Strategy

Grasim is a newly opened startup branch of its parent company Birla Industrial Group which has good years of experience in dealing in cement and metal items. It has launched its business which is totally different from its original domain. Let us look into what the market strategy is for penetrating the Indian paint market. It has launched a tinting machine, to paint your home; moreover, they are making public announcements to promote their brand. We have listed 5 branding strategies Grasim painting industries using:-

Free complimentary product offer: Grasim is following an aggressive marketing strategy like offering free products and making public announcements about the launch.
Marketing Ecosystem: Birla Group has a pre-established market of cement and wall putty, which helps them in distributing their product to the supply chain and retail system. Since they have distributed the various product segments already, it becomes easy for them to introduce Birla Opus paint in the market.
Pre-established market chain: Display solutions help Birla Group create a pathway to distribute their product effectively and reach in every nook and corner of India, using the same it is easy to beat the competition easily.
Economies of scale: They are producing the paint on a large scale which gives them the benefit of economies of scale, that are there able to produce paint for lower cost.
Product segmentation strategy: Birla Group has developed economy-based product segmentation wherein, it has introduced the three types of paint.
Luxurious paint: The one for a luxurious finish and decent design, Calista the mid-range price and smoothness, and style for texture designs within an economical price range.

Conclusion

Aditya Birla made headlines by launching the Birla OPUS in 2023 with an idea to disrupt the oligopoly of the Indian paint market, launching with their price range. Birla group has developed economy-based segmentation in which they have introduced free kinds of paints, one for luxury, Calista or better finish and design, and style for economic choice, different styles and textures for the wall.

The strategy like free product distribution, economies of scale, and using years of experience and business infrastructure has helped them penetrate the market and made the paint available in the nook and corner of the country for a better price range.

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