Birla Opus, the new entrant in the decorative paints industry launched by the Aditya Birla Group, and Asian Paints, the sector’s long-standing market leader, are in the spotlight after Birla filed an antitrust complaint against Asian Paints.
Asian Paints holds a 52 percent market share but has seen competition rise as Birla Opus gained around 7 percent share since entering the market in February 2024.
Aditya Birla Group’s Birla Opus has filed an antitrust complaint against the company with the Competition Commission of India (CCI), alleging abuse of market dominance. The complaint includes claims that Asian Paints pressured dealers against promoting Birla products.
While, Asian Paints is one of India’s most trusted and established decorative paints companies, known for its wide range of paints, coatings, waterproofing, adhesives, and home décor offerings, Birla Opus, a newer entrant launched by the Aditya Birla Group, is positioning itself as a major challenger in the paint industry. It offers a comprehensive range of decorative paints and painting services, aiming to provide consumers with end-to-end solutions.
Though relatively new, Birla Opus has quickly expanded its reach and is creating strong competition for the established players with a modern, technology-driven approach. Whereas, over the years, Asian Paints has also forayed into services like painting solutions, modular kitchens, and bath fittings, building a strong brand presence across households and professionals alike.
The CCI is yet to decide if the complaint holds merit and needs a broader probe by its investigation’s unit, or should be dismissed.
Asian Paints allegedly has asked its retail dealers to not stock the rival's products and had warned of restricting their credit facilities if they do so.
