Birla Opus' goal isn't just to sell paint, but to create beautiful spaces

We decided to behave like a market leader from day 1, with a full product portfolio at the launch Inderpreet Singh, head, marketing, Birla Opus Paints

- Gaurav Laghate

Late entrant in India's ₹70,000-crore decorative paints market, Birla Opus has spent the past year taking on entrenched competitors with a mix of product innovation, aggressive distribution, and emotional storytelling.

With 69% aided brand recall in urban markets already, the Aditya Birla Group company is betting on a lifestyle-driven proposition, 'Duniya Ko Rang Do', and a tech-first approach to gain ground.

In a conversation with Mint, Inderpreet Singh, head, marketing, Birla Opus Paints, outlines the playbook—from IPL integrations and 3D animated films to institutional partnerships and AI-powered retail.

Edited excerpts.

You entered a highly consolidated category. What was the strategy behind your launch?

We decided to behave like a market leader from day one. That meant a full product portfolio at launch, superior performance, pricing at par or below peers, strong distribution, and mental availability.