As per a report by Elara Capital, Birla Opus has achieved a market penetration of 7-10 per cent in the visited areas, with all associated dealers equipped with Birla Opus tinting machines.
Analysts at Elara Capital visited the markets of Ludhiana, Chandigarh, and Panchkula in Punjab to understand trends for paints and the acceptance of the Birla Opus brand. Most dealers, it said, primarily sell Asian Paints products, accounting for 60-80 per cent of their sales, followed by Dulux (AKZO) and Nerolac (KNPL).
However, Birla Opus is actively expanding its sales team, and the Allwood brand has been well-received for its superior quality. At the dealer counters visited, Birla Opus represents 2-4 per cent of sales, with its growth dragging Nerolac and Dulux more than Asian Paints sales.
According to Elara Capital, the rising share of Birla Opus at its dealer outlets would have a Domino effect on other paints dealers. Asian Paints has increased in-bill discounts in a few markets to address competition from new entrants
