.Birla Opus is redefining the paint shopping experience, bringing innovation, personalization, and excitement to an industry that has long followed a conventional approach. As a brand under Grasim Industries, part of the Aditya Birla Group, Birla Opus is introducing a fresh way to explore, select, and customize paint colors, making the process not just functional but immersive and engaging. The company’s newly launched experience studio in Gurugram is a testament to its commitment to revolutionizing the market. Unlike traditional paint stores that primarily operate on a franchise or dealer-based model, Birla Opus follows a company-owned, company-operated (CoCo) strategy, ensuring a consistent and high-quality customer experience.

One of the standout features of Birla Opus is its ability to match any color sample brought in by customers. With advanced color sensor technology, the studio can replicate the exact shade, mix it in real-time, and provide customers with a take-home swatch. This innovation means that if a customer has a sentimental attachment to a particular hue—whether it’s the color of a cherished childhood mug, a fabric from a special memory, or a shade from nature—they can bring it to life on their walls. This level of personalization sets Birla Opus apart in a market where standardized color catalogs have long been the norm.

Beyond just color matching, the brand has introduced a paint mixer experience that is a first-of-its-kind in retail stores. Traditionally, the process of mixing paint happens behind the scenes, hidden from consumers. However, Birla Opus brings this process to the forefront, allowing customers to witness the fascinating tinting machine at work, blending colors before their eyes. This transparent and engaging approach makes the paint selection journey more interactive and enjoyable, ensuring that customers feel involved in every step of transforming their spaces.

The Gurugram launch marks the beginning of an ambitious expansion plan, with upcoming experience centers set to open in New Delhi, Mumbai, Navi Mumbai, Bangalore, Hyderabad, Kolkata, Lucknow, Jaipur, Ahmedabad, and Surat. These centers will provide a hands-on, immersive retail experience that is poised to redefine the way consumers choose and purchase paint.

Speaking at the launch ceremony, Rakshit Hargave, CEO of Birla Opus, emphasized the brand’s vision of creating a truly end-to-end experience for consumers. By merging technology, innovation, and customer-centric design, Birla Opus is not just selling paint but offering a bespoke color journey. With its experiential retail approach, the brand is on a mission to transform home décor by making paint shopping more accessible, enjoyable, and personalized.

With this bold new direction, Birla Opus is set to challenge industry norms, offering consumers a unique blend of expert guidance, hands-on customization, and cutting-edge technology. The brand’s focus on bringing color to life in a way that’s never been done before makes it a game-changer in the Indian paint industry. Whether you’re revamping your home or designing a new space, Birla Opus ensures that your walls tell your story, in the colors you love.

Author: Sathya Udaiyar