New Delhi: Birla Opus Paints, the fast-growing decorative paints arm of Grasim Industries under the Aditya Birla Group, says it is observing early indicators of digital discovery and assisted purchase behaviours in the traditionally offline Indian paints market, a senior marketing executive told afaqs! in an interview.
According to Inderpreet Singh, Head of Marketing at Birla Opus, while the category has long been dominated by offline dealer networks and decade-old repainting habits, digital engagement is beginning to influence consumer decision-making—especially in the research and shade-selection phases of the purchase journey. Singh cited internal data from Birla Opus’s proprietary “Birla Opus Tinting Machines” showing evolving consumer preferences as a foundation for this insight.
The brand has recorded robust aided awareness metrics—claiming second-highest recognition nationwide after the category leader—with sharp recall driven by differentiated creative campaigns and strategic positioning under its “Duniya Ko Rang Do” platform.
Singh highlighted that while organised retail and traditional services continue to lead actual purchase flows, early forms of online discovery, social-influenced exploration, and digitally assisted decisions are now visible in urban and premium segments. This underscores a broader shift in consumer behaviour that Birla Opus seeks to leverage through omnichannel marketing and enhanced digital touchpoints.
Industry watchers note that the paints sector is undergoing deep structural transformation, with players increasingly investing in digital platforms, cloud-based operations and integrated retail experiences. Birla Opus itself recently completed a comprehensive cloud-native digital transformation with SAP, aimed at enhancing real-time dealer engagement and scaling operations across its nationwide network.
Analysts say early digital signals are consistent with wider trends in building materials and home improvement categories, where online research and inspiration tools are gradually shaping offline conversion, especially in higher-income urban markets.