Expanding India’s paint palette.

Birla Opus Paints builds a digital experience from the ground up, becoming the third-largest paint company in India in one year.

1,000

web pages created in five months to meet a tight brand launch deadline

1,000

SKUs and 2,400 colours managed through a single solutiong

70%

less time and 30% less cost to create the mobile app with headless content

Featured products:

Adobe Experience Manager Sites

Adobe Experience Manager Assets

Adobe Commerce

Adobe Analytics

Adobe Target

**Surbhi Gupta**
Head - Digital, Birla Opus Paints

Priming a new canvas for India’s paint industry.

Colour plays many important roles in Indian culture, from festivals and rituals to everyday expressions of joy and identity. Multinational conglomerate Aditya Birla Group saw an opportunity to celebrate that vibrancy in the decorative paints market, which hadn’t seen major disruption in decades. The group created a new brand, Birla Opus Paints, housed under Grasim Industries Limited, to tap into growing urban markets filled with young homeowners and exciting new developments.

Rather than playing it safe, Birla Opus Paints aimed high and became the third-largest player in India in the first year of operations. Achieving this goal would mean launching the brand nationwide, reaching 6,000 locations with thousands of products upon launch. The company built everything from the ground up, from research laboratories to manufacturing plants, dealer relationships and national supply chains. But one of the most important pieces of the puzzle was its digital infrastructure.

Surbhi Gupta, Head - Digital at Birla Opus Paints, was drawn to the challenge of redefining an industry. “The ambition to build something new and great, coupled with the energy and passion of the team, made this opportunity irresistible,” she says.

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Birla Opus Paints chose Adobe Experience Cloud applications for their configurability, scalability and ability to support both product and service offerings. “We needed to achieve massive scale in a short period of time,” says Gupta. “Adobe met our needs for rapid deployment and seamless integration across our B2B and B2C platforms.”

Breaking into an established, legacy market is no easy task — which makes it even more impressive that Birla Opus Paints became the third-largest paint company in India in just one year.

“As a new company, our website is our biggest asset. With Experience Manager Sites, we can enrich the experience and find new ways to interact with customers.”

Surbhi Gupta

Head - Digital, Birla Opus Paints

Colouring outside the lines of a legacy market.

Birla Opus Paints quickly set itself apart by combining an extensive product range with expert advice and design guidance. Its comprehensive catalogue includes a variety of paints and wallpapers for both customers and dealers, as well as advisory and painting services. Understanding the influence that painters and contractors have in the Indian paint industry, Birla Opus Paints set up dedicated loyalty programs encouraging them to promote and recommend the brand and its products.

The company worked with Adobe partner DEPT to develop websites for each audience and the MyOpus mobile app in time for the brand launch. “DEPT was instrumental in helping us get up and running quickly,” says Gupta. “Their expertise ensured we could deliver a fresh, modern option to the market.”

Teams at Birla Opus Paints used templates and content in Adobe Experience Manager Sites to quickly spin up more than 1,000 web pages in five months, meeting the brand launch deadline. “As a new company, our website is our biggest asset,” says Gupta. “With Experience Manager Sites, we can enrich the experience and find new ways to interact with customers.”

Screenshot showing colour quiz and room design tools from the Birla Opus Paints mobile app and website.

Birla Opus Paints built a digital experience to please every audience. Homeowners, designers and contractors can discover colours either by browsing through curated colour collections or taking quizzes. An interactive visualiser simulates how a paint colour will look under different lighting conditions, giving people the confidence that they’re making the right choice.

“Everything we do on the website goes back to a simple question: how can we engage the consumers better? Adobe gives us the performance we need to handle everything,” says Gupta.

Blending composition and detail.

One way that Birla Opus Paints stands out from competitors is its transparency, with prices displayed clearly on the website. Adobe Commerce makes this possible by acting as a single source of truth for the company’s massive product catalogue of interior and exterior paints, waterproof paints, enamel paints, wood finishes and wallpapers. Working with DEPT, the company set up an efficient schema that combines more than 1,000 product stock-keeping units (SKUs) with 2,400 colour shades, including over 250 unique Indian colours.

Screenshot of a mobile app interface showcasing a colour library with various orange shades organised in a grid format. Highlights include data labels indicating 1,000 SKUs, 2,400 colour shades and 250 unique colours, with colour swatches displayed in yellow, orange and red hues.

Commerce contains all product details, including prices, product photos and marketing copy, feeding them across all websites and apps to create fully omnichannel buying journeys. Rather than focusing solely on lead generation, the Birla Opus Paints website offers a modern, digital-first buying experience. Contractors can enter details about the project to estimate the cost per square metre. Homeowners visiting the Birla Opus Paints painting services website receive instant quotes based on their room size, paint type and finish preferences — and can even receive a callback from a Birla Opus Paints painting expert within 30 minutes.

“Commerce provides us with the strong foundation we need to reach all of our audiences: home and business owners, contractors, designers and influencers,” says Gupta. “We’re giving them consistent product details and clear pricing, which has helped us expand at breakneck speed.”

“Adobe Analytics helps us stay ahead of the curve, ensuring that our platforms evolve to meet customer needs. It’s not just about data. It’s about turning insights into action.”

Surbhi Gupta

Head - Digital, Birla Opus Paints

Painting journeys around people.

In its first year of business, Birla Opus Paints turned heads with its impact on the paint industry reaching 10,400 towns across India.

Part of this success comes from the company’s deep understanding that connecting with customers is essential, especially when moving into a new market. One cornerstone of the company’s digital strategy is Adobe Analytics, providing insights that shape its approach to customer engagement, from regional preferences to popular web content and features.

Mobile app and desktop website screenshots of home decor inspiration offerings showing how an image of a living room was reused on the "Makeover Manual" and “Birla Opus Ideas” pages.

One of the earliest insights was that 95% of traffic came from mobile devices, reinforcing Gupta’s mobile-first digital strategy. Birla Opus Paints uses a headless architecture, allowing digital teams to easily reuse content across websites, mobile apps and loyalty programs. DEPT leveraged its mobile app accelerator to transform the Experience Manager Sites website into the MyOpus mobile app 70% faster and for 30% less cost than developing a native app. The result is consistent messaging across platforms and channels, with less time and effort from digital teams.

Now that the foundations are in place, Gupta wants to combine insights from Analytics with Adobe Target to deliver more personalised experiences. With geography-based personalisation, Birla Opus Paints customers in rainy regions might see waterproofing solutions that will help prevent damage from moisture. On the B2B site, persona-based adjustments ensure that project owners, consultants and contractors get exactly what they need.

“Adobe Analytics helps us stay ahead of the curve, ensuring that our platforms evolve to meet customer needs,” says Gupta. “It’s not just about data. It’s about turning insights into action.”

Organising the gallery behind the brand.

Birla Opus Paints uses Adobe Experience Manager Assets as its digital asset management (DAM) system for product images, web videos, commercials, social media content, web banners and designs for in-store displays. If marketing or product teams need a piece of content, there’s one place to find it.

To accelerate content production, Birla Opus Paints enables agencies to upload completed assets to the DAM. This triggers automated approval workflows that notify stakeholders and forward assets, speeding up reviews and adding much-needed visibility. The system then automatically uploads and tags approved assets, saving time and enabling seamless collaboration.

Adding intelligence to every brushstroke.

Gupta has big plans for using AI to drive more business growth at Birla Opus Paints. Generative AI will help authors create more blogs, tips and articles that engage customers with the brand. A planned chatbot will give customers new ways to get advice about their painting projects. Gupta also sees a place for generative AI behind the scenes to help the company’s marketers create segments that provide more personalised customer experiences.

“There’s a ton of excitement about what we’re doing,” says Gupta. “With Adobe’s support, we’re building a brand that resonates with customers. Our focus is on creating experiences that inspire confidence and set new standards in the industry.”