Building a digital-first paints company from day one
Birla Opus Paints entered a highly competitive market with a distinctive advantage – it did not have to retrofit digital into a legacy technology environment. Instead, digital was embedded into the business from the very beginning. For Surbhi Gupta, Head – Digital, Birla Opus Paints, the opportunity was to build an integrated technology foundation, ensure the right data was captured from day one, and create digital journeys spanning consumers, dealers, contractors, sales and operations. Three years into the journey, that foundation is increasingly becoming the launchpad for analytics, AI, conversational interfaces and agentic capabilities designed to improve productivity, customer engagement and business outcomes.
When Birla Opus Paints went live as a business in the year 2024, it entered the paints market with an advantage that few established players could replicate easily – the opportunity to build its technology and digital ecosystem from the ground up.
For Surbhi Gupta, Head...
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