Overview of Birla Opus Paints
In February 2024, the Aditya Birla Group, one of India’s most respected conglomerates led by Chairman Kumar Mangalam Birla, officially announced its entry into the decorative paints market through Grasim Industries Ltd., the Group’s flagship company. The brand, named Birla Opus Paints, was launched with a bold vision and a significant financial investment, positioning itself as a challenger to long-established players in India’s paint industry.
With 100+ research experts, 6 manufacturing plants, and a comprehensive portfolio of paints tailored for Indian homes, Birla Opus emerged as a true contender in the decorative paints segment. From the outset, Birla Opus was positioned not just as a paint provider but as a trusted partner in transforming homes.
With these commitments, it began expanding its reach with 500+ exclusive stores across 80+ Indian cities and a powerful online platform offering over 8,000 shades, textures, and finishes.
Business Challenges
Many outlets had minor inconsistencies in local SEO such as outdated opening hours, missing store photos, or incomplete service listings. Customers searching on Google Maps for “Birla Opus store near me with free colour consultation” or “professional painters with warranty in Delhi” sometimes found incomplete or mismatched information.
Birla Opus offered several first-in-market services like Paint Now, Pay Later EMIs from ₹2999 at 0% interest, free repainting under Opus Assurance, and transparent pricing guarantees. However, these were not adequately highlighted in search listings or localized searches. Potential customers searching for “budget-friendly EMI paints” or “trusted painting services with warranty” often missed Birla Opus, despite the company being the only provider offering such benefits.
Customer reviews were coming in across hundreds of stores, reflecting appreciation for services like professional painters but also raising occasional queries about EMI clarity. Initially, managing thousands of reviews across hundreds of locations was difficult, leading to delayed or inconsistent responses.
By streamlining local SEO, review management and ensuring every customer voice was heard and responded to promptly, Birla Opus could transform feedback into a powerful engagement channel. The challenge was not in what Birla Opus offered, it was in making sure these advantages were visible, consistent, and trusted across digital platforms.
From Challenge to Solution: RightChoice.AI Partnership
To overcome these obstacles, Birla Opus Paints partnered with RightChoice.AI to unify digital presence, enhance visibility, and better communicate its differentiated offerings. The collaboration was focused on three priorities:
- Amplify Regional SEO and Online Visibility
- Streamline Store and Service Profile Management
- Promote Loyalty Programs and Service Differentiators
Solution 1: Online Transformation – Regional SEO and Visibility of Services
The first step of local SEO transformation focused on optimising the Birla Opus Paints website to reflect user intent and local demand. The AI Content Generator rewrote product and service descriptions, embedding not just technical terms but customer-focused benefits. This ensured that unique services like Transparent Pricing and Opus Assurance were not buried offline but surfaced as searchable, keyword-friendly differentiators. Automated weekly updates were pushed through the AI Content Scheduler, which included festive offers, store events, or product campaigns like “Monsoon Damp Proof Kits” or “Get Free Tint Test with Every 5L Purchase.” Using listing health scores and performance dashboards, low-performing listings were continuously refined.
The Geo Grid Tracker added another layer of intelligence by mapping visibility gaps across Tier 1 and Tier 2 cities. Where impressions dropped, Birla Opus deployed targeted SEO campaigns with localized content. This insight helped emphasize these services more prominently in metadata and headlines.
As a result, website clicks increased by over 400% in under two years proving that right content, right place, and right keyword = real conversions.
Solution 2: Store-Level Excellence – Centralized Listing and Service Consistency
The second tier of the strategy centred around turning every retail outlet into a digitally optimised asset. To address discoverability. Through Manage Multiple Listings and 20+ Directory Integration, Birla Opus gained centralized control over all its store profiles across Google, Bing, and more. Updates on Professional Painting Services, Free Colour Consultation, and Transparent Pricing guarantees could be rolled out instantly across locations. This eliminated inconsistencies in local SEO and reassured customers that Birla Opus stores were aligned with their digital promises.
Profile Protection and Profile Suspension Risk tools safeguarded Birla Opus against unauthorized edits, false ownership claims, and Google auto-suspensions, ensuring its Aditya Birla-backed credibility remained intact across platforms. Meanwhile, Products & Menu Update allowed Birla Opus to dynamically promote new shades, festive décor palettes, and bundled service offers such as “Festival Package: EMI + Opus Assurance + Professional Painters.”
The use of Local Post Scheduler transformed store listings into active engagement hubs. Weekly posts highlighted Opus Assurance repaint guarantees, Easy EMI financing, and On-Site Quality Checks as reminders of the brand’s service edge.
As a result, Desktop Maps Impressions soared by over 900%, showing that consistency and service visibility across outlets significantly enhanced discoverability.
Solution 3: Loyalty and Trust – Strengthening Protection Plans and Customer Engagement
Beyond local SEO visibility, Birla Opus needed to engage. AI Sentiment Analysis combed through thousands of reviews across outlets, identifying that while customers loved about fine details like bonus redemption or warranty coverage. Acting on this insight, AI Review Auto Reply provided personalized, empathetic responses to every review, clarifying terms in customer-friendly language. Additionally, the Competitor Tracker module within RightChoice.AI helped benchmark visibility vs. local competitors like Indigo Paints and JSW Paints. When competing brands started pushing festival offers or geo-targeted keywords, Birla Opus was instantly notified enabling faster counter-campaigns and better positioning.
Local Keyword Ranker, a powerful AI tool identified and ranked region-specific high-intent search terms. For example, keywords like “waterproof paint in Surat” or “eco-friendly primer in Lucknow” were identified, embedded into each local Google Business Profile (GBP), and tracked weekly. Moreover, Products & Menu Update promoted Assurance-backed finishes and EMI-driven affordability bundles, Birla Opus created a cohesive digital ecosystem that tied together loyalty, trust, and service excellence.
Mobile Search Impressions grew by 950%, and Desktop Maps Impressions rose by 900%, proving that Birla Opus was becoming visible across multiple user behaviours spontaneous and planned alike.
Results: A Transformation from 2024 to 2025
Between April 2024 and March 2025, Birla Opus Paints’ comprehensive use of RightChoice.AI tools delivered measurable outcomes:
- Call clicks grew by over 200%, boosting store-level visibility.
- Mobile Maps Impressions increased by 650%, improving real-time discovery during high-intent searches.
- Total Impressions rose by more than 950%, reflecting a stronger omnichannel brand presence.
Final Thoughts
For Birla Opus Paints, paint is more than colour it is a service-backed commitment of trust, affordability, and quality. Backed by the Aditya Birla Group’s legacy of excellence and Grasim Industries’ scale, the brand entered a highly competitive industry with disruptive services. By leveraging the full suite of RightChoice.Ai, Birla Opus not only solved local SEO digital challenges but elevated its service story online. This case study proves that with the right tools, a new entrant like Birla Opus can quickly become a category disruptor, achieving visibility, loyalty, and trust at scale in just two years.
