Page 138 - CW E-Magazine (1-4-2025)

Top Stories

BUSINESS STRATEGY

Birla Opus Paints unveils expansion strategy

for tier 2 & tier 3 markets

Birla Opus Paints, the decorative
paints division of Grasim Industries, is
set to penetrate tier-2 and tier-3 markets
through an innovative franchise model,
targeting smaller towns with compact
300-400 square feet stores equipped with
paint consultants and trained local entre-
preneurs.

“The majority of stores which will
actually cater to metros, non-metros, tier-
2, tier-3 and small India are the franchise
stores,” CEO Mr. Rakshit Hargave
explained.

The company, which launched opera- where people can come with families, a sixth facility in Kharagpur, West Bengal,
tions in April 2024, plans to establish these can get their designers, architects,” expected to begin trial manufacturing in
franchise stores as miniature versions of Mr. Hargave explained, underlining the the fi rst quarter of the next fi scal year, Birla
their larger experience centres. community-centric approach of their Opus is positioning itself as a comprehen-
expansion strategy. sive national player.
The company recently inaugurated
two new experience stores in Mumbai, Currently operating in approximately The company’s dealer approach priori-
including a fl agship location in Worli. 6,000 towns, Birla Opus aims to onboard tizes profi tability and effi cient inventory
Each store will feature a paint consultant, close to 50,000 dealers by the end of the management. “We do not believe in build-
the complete product range, and be run year. The franchise strategy complements ing stock,” Mr. Hargave noted, emphasis-
by a dynamic local entrepreneur trained the company’s existing company-owned ing their focus on providing dealers with
by Birla Opus. stores in major metropolitan areas, creating good return on capital employed.
what Mr. Hargave describes as a “vibrant
The company has already established ecosystem” for customer interaction. Mr. Hargave highlighted the company’s
over 400 such franchise locations across long-term vision of achieving a turnover
India and plans to add more monthly. The Despite facing a market slowdown of approximately Rs. 10,000-crore in three
franchise model represents a strategic in the decorative segment, the company years of full-scale operation. The company
approach to penetrating smaller markets, remains optimistic about its growth pros- is targeting a high single-digit market
offering localised service and expertise pects. The expansion strategy is backed share by the end of the current fi scal year,
while maintaining the brand’s compre- by a robust manufacturing infrastructure. with plans to continue gaining market
hensive product range. “It will be a place With fi ve plants currently operational and share in the coming years.

INCREASING COMPETITIVENESS
Seed industry seeks robust IPR framework

Amid a raging debate over intersec- incisive, non-invasive, and foolproof India possesses huge potential in global
tionality of AI and IP rights, and need to framework to “protect India’s premium seed trade and stronger enforcement can
modify the Indian Patent and Copyright intellectual property rights (IPR) frame- help realise it, they said adding that a
Acts, the seed industry has called for an work, and prevent its infringement.” strong IPR framework will also ensure

138 Chemical Weekly April 1, 2025

Contents Index to Advertisers Index to Products Advertised