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 and bring 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 and with an idea to disrupt the oligopoly of the Indian paint market, launching with their own 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 Punjab and Haryana belt to the national capital Delhi.
Grasim Birla OPUS Product Range
Grasim has launched the Birla OPUS product ranges which differ on the basis of price and the paint quality. The segment consists of the paint. The one for luxury, calista for better finish and design, and style for economic choice, different style and texture 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 on the basis of the price. This has facilitated getting the desired features of the paint on the basis of the product affordability.
The per liter cost of opus paint product line is as follows:-
| Opus paint | interior paint price per liter | Exterior |
| One | 475 | 243 |
| Calista | 207 | 144 |
| Style | 606 | 228 |
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 the tinting machine, to paint your home; moreover, they are making public announcements to promote their brand. We have listed you 5 branding strategy Grasim painting industries using :-
- Free complimentary product offer: Grasim is falling for 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 ad 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 in creating a pathway to distribute their product effectively and making reach in every nook and corner of India, using the same it is easy to beat 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 luxurious finish and decent design, calista the mid-range price and smoothness, and style for texture designs within economical price range.
Conclusion
Aditya Birla made headlines by launching the Birla OPUS in 2023 and with an idea to disrupt the oligopoly of the Indian paint market, launching with their own 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 style and texture 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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FAQ
What is Birla OPUS?
The Aditya Birla has launched the Grasim and has announced it wants to bring disruption in the Indian market, by but not following the oligopoly, formed by the whole paint industry.
What is Grasim ?
Grasim is a paint brand launched by the Birla group which is producing the Birla paint product line.
What is the cost of Birla OPUS Paint?
It has segmented the product line on the basis of the price, The one, the premium quality paint cost you for 475 Rs/liter and economical costs about 606 for interior walls and 228 for exterior walls.
What are the Strategies Birla Opus paint ?
The strategy like free product distribution, economies of scale and pre-established business infrastructure and economic-segmentation of product lines were used by the company.
What is the position of the Birla opus in the Indian market in 2024?
It has climbed up the business graph in the Indian paint market and it has captured 2 billion customers already before the end of Financial year 2025.
