Birla's bold shade of ambition
Financial Express Mumbai|March 04, 2024
GRASIM WANTS TO make a splash in the paints market.
RAJESH KURUP
Birla's bold shade of ambition

Birla Opus is an audacious initiative aimed at a double-digit share of the ₹80,000 crore decorative paints piece, sales of 10,000 crore and an operating profit, all in just three years. Kumar Mangalam Birla may just pull it off. Although there are more than half a dozen players in the space and some well-established ones like Asian Paints, Berger Paints and Indigo Paints, many of the recent entrants Pidilite and Astral-are relatively small. So the economics of Birla's big-scale operations could push Opus to the number 2 spot especially since paints is largely a B2B rather than a B2C operation.

While the product promises to be top-class, the game plan rightly focuses on building distribution. In the paints sector the distribution is as important, if not more important than the product itself. That's because it's the contractors and painters who decide which brand of paint is to be bought, rather than the end consumer. As Karan Bhatia, Partner, EY Parthenon, says, "The brand is important because that's what gives consumers the thought. But often the painter can influence the consumer."

هذه القصة مأخوذة من طبعة March 04, 2024 من Financial Express Mumbai.

ابدأ النسخة التجريبية المجانية من Magzter GOLD لمدة 7 أيام للوصول إلى آلاف القصص المتميزة المنسقة وأكثر من 9,000 مجلة وصحيفة.

هذه القصة مأخوذة من طبعة March 04, 2024 من Financial Express Mumbai.

ابدأ النسخة التجريبية المجانية من Magzter GOLD لمدة 7 أيام للوصول إلى آلاف القصص المتميزة المنسقة وأكثر من 9,000 مجلة وصحيفة.

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