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Financial Express Bengaluru
|September 10, 2025
CHALLENGER BIRLA OPUS MUST SPEND BIG ON DEALER INCENTIVES AND MARKETING TO BUILD ON ITS EARLY ADVANTAGE
EARLIER THIS WEEK, Asian Paints, the leader in India's ₹70,000-crore decorative paints market, took out a front-page ad in The Times of India touting its "warranty promise." One sentence in the body copy gave away the trigger. It said "At Asian Paints, it's never about assurances for a year."
It wouldn't be unreasonable to assume that was a rebuttal to Birla Opus' "One Year Assurance" — a free repainting guarantee to the customer if she faced issues like paint peeling, blistering and chalking within a year of painting — announced this August.
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