We are in the business of beautification, not just paint: Birla Opus Paints’ Inderpreet Singh

Subscribe to enjoy similar stories. A 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. 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. Today, we’re present in over 5,500 towns, have 130+ depots, and are reaching consumers across India—directly or indirectly. Exactly.

Our goal isn’t to sell paint, but what paint enables—beautiful spaces. The proposition Duniya Ko Rang Do reflects our belief that colour can transform lives. Whether it’s our animated launch film or the Holi campaign, we show—not tell—the emotional power of colour.

We’re selling decor, not cans. We began with a simple yet powerful idea: colour transforms. Our launch film—done entirely in 3D animation by a Brazil-based studio—featured a boy with the Midas touch bringing a black-and-white world to life.

It broke clutter in a category where animation isn’t common. Our Holi campaign extended this with a real-world story of how painting a watchman’s cabin changes not just the space but the emotion around it. These films were rooted in