SRINAGAR: Birla Opus Paints, a part of Grasim Industries under the Aditya Birla Group, marked a significant expansion in the Kashmir Valley with the inauguration of 3 new franchisee stores in Srinagar. This strategic expansion marks the brand’s second foray in Jammu & Kashmir, strengthening Birla Opus Paints’ retail presence in Northern India and demonstrating its commitment to nationwide growth.
The brand had already unveiled its first franchise in the city earlier this year at Jamia Chowk, Nowgam. It, now, further expanded its footprint in Srinagar by inaugurating three additional franchisee stores-River Edge at the Amargarh Bypass Sopore, Zam Zam Hardware store in Rambagh Main Bazar and Mahad Traders at 90ft Road, Umerhair.
With 3 new franchisee stores, strategically located across key areas in Srinagar and its surroundings, the brand will offer customers high-quality paints, innovative solutions, and a seamless shopping experience. This expansion strategy not only strengthens Birla Opus Paints’ presence in Jammu & Kashmir but also highlights its commitment to “Make Life Beautiful” by focusing on convenience, innovation, and regional engagement across India.
Rakshit Hargave, CEO, Birla Opus Paints, said, “We are beyond thrilled to continue expanding our presence across India with the opening of our three new franchisee stores in Srinagar. It is not just a market expansion strategy for us, but an opportunity to connect with a region known for its architectural heritage and aesthetic sensibilities. Kashmiri homes have long had beautiful facades and alluring interiors and our aim is to enhance the beauty of Kashmir even more through our superior paints. The extreme climatic conditions and the love for wooden structures present unique painting requirements from consumers, and our products are specially formulated to protect and beautify these distinctive properties while complementing the region’s architectural style.”
To help with a seamless shopping experience, customers visiting these new stores will have access to in-store paint consultants for free and get customized color and shade selection tailor-made to their preferences. The franchisee stores will house the brand’s full product portfolio along with exclusive offerings such as wallpapers and designer finishes as well. These stores aim to provide a personalized, one-stop solution for all painting needs in the region.
Embracing the rich cultural heritage of Kashmir, Birla Opus Paints proudly celebrates the region’s breathtaking landscapes and tradition with 22 shades inspired by its beauty and culture. These shades are launched at a national level as a tribute to the union territory so that consumers across India can experience these amazing colors at their homes through Kashmiri shades. These locally inspired shades include September in Kashmir capturing the golden hues of early autumn; Mehrun Nissa’s Saffron reflecting the region’s precious saffron fields; Noon Chai echoing the distinctive pink tea that’s a staple in Kashmiri households, and Frozen Rivers evoking the serene beauty of winter in the Valley. Other notable shades include Gulmarg Peaks, Apple Blossom, Carpets of Old Leaves, Flower Carpets in spring, among others all paying homage to Kashmir’s beauty.
Hargave further added, “The Kashmir-inspired shade collection is our tribute to the valley’s unparalleled beauty. We’ve carefully studied local color preferences to ensure our palette resonates with Kashmiri homeowners. From the warm tones that complement traditional wooden interiors to weather-resistant exteriors that can withstand Srinagar’s distinct seasons, our products are tailored for the Kashmiri home. Our growing footprint in Srinagar demonstrates our commitment to bringing quality, innovation, and personalized service to every corner of India”
The three new franchisee stores in Srinagar will be open to traders and customers from Monday to Saturday, offering a seamless experience and expert guidance in paint selection. This expansion aligns with Birla Opus Paints’ robust growth strategy, backed by its state-of-the-art automated manufacturing plants across India. With five out of six manufacturing units – Ludhiana, Panipat, Cheyyar, Chamaraj Nagar and Mahad-already operational, the company has boosted its production capacity to over 1096 MLPA.