Introduction
Launched with the vision of redefining how consumers connect with wall décor and design, Birla Opus Paints entered the market with a refreshing approach in February 2024. It aimed to make colour selection, paint purchase, and service booking as intuitive as any modern e-commerce experience. Birla Opus, the paints division of the Aditya Birla Group has emerged as the third-largest player by revenue in the decorative paints segment within just six months of launching its pan-India operations. Whether offering personalised colour consultations or a wide palette of eco-friendly, durable paints, Birla Opus Paints swiftly emerged as a frontrunner in customer-focused innovation in the Indian paints sector.
With growing footprints across the country, and a comprehensive online platform showcasing over 5,000 colour shades and interior design inspirations, the company sought to bring consistency, local relevance, and brand trust to every online and offline customer interaction.
Turning Market Challenges into Strategic Opportunities
As Birla Opus Paints expanded its reach with hundreds of branded dealer outlets, design studios, and service centres, ensuring accurate, engaging, and locally tailored digital presence across all touchpoints became a key priority. Rather than seeing this as a challenge, the leadership team viewed it as an opportunity to build a more unified and data-intelligent customer journey.
The company recognised that digital inaccuracies, such as outdated service hours or unlisted colour ranges at specific stores could unintentionally create friction for customers. Likewise, with a large and diverse product range that included luxury emulsions, waterproofing solutions, texture finishes, and smart coatings, aligning product descriptions and website SEO with regional customer queries was essential to increase discoverability and lead generation.
Additionally, while customer reviews poured in across platforms, managing and responding to them efficiently in real-time was complex given the scale. Birla Opus Paints also introduced loyalty features like “Paint Plus Club” a rewards-based initiative for repeat customers and painting contractors but needed better digital clarity and communication around it.
To ensure their premium brand experience extended across digital and physical realms, Birla Opus Paints decided to partner with RightChoice.AI, aiming for an integrated solution that could drive visibility, engagement, and consistency across all digital surfaces.
The RightChoice.Ai Partnership: A Strategic Shift
After evaluating several digital transformation tools, Birla Opus Paints selected RightChoice.AI for its precision-focused AI capabilities, multi-location visibility management, and automated local SEO tools. The objective was clear: enhance digital visibility across platforms, improve profile management at dealer and studio level, and ensure cohesive storytelling that resonates with both retail consumers and professional partners.
Three key goals guided the partnership:
- Enhance Digital Visibility for the Website and Products
- Manage Local SEO and Online Listings for 500+ Dealership Locations
- Boost Customer Engagement and Loyalty
From Search to Care: Birla Opus’s Transformation with RightChoice.AI
1. Website Visibility Transformation: SEO for Paint E-Commerce
To make paint discovery intuitive and customer-led, Birla Opus Paints leveraged Local Keywords Ranker to identify terms like “best waterproof paint near me”, “child-safe wall paint in Chennai”, and “luxury matte finish colours”. This allowed the brand to tailor product descriptions and landing pages according to trending regional keywords, creating relevance and boosting conversions.
The Geo Grid Tracker tool helped the marketing team detect zones where local search visibility was weak, prompting content enhancements for those locations. Product descriptions, safety features, and application guidance were rewritten using the AI Content Generator to align with local search behaviors.
Using AI, phrases like “eco-friendly wall paint for bedrooms” or “exterior paint for monsoon season” were integrated into metadata and product copy. The result? Mobile Maps Impressions increased by over 500% in March 2025 as compared to 2024, bringing more DIY customers and painting service queries directly to the brand.
2. Store-Level Optimization: Consistency at Scale
With over 500+ branded dealers and experience zones across India, keeping online listings consistent had become a sprawling task. RightChoice.AI’s Manage Multiple Listings and 20+ Directory Integration tools helped Birla Opus Paints gain real-time control over each profile across platforms like Google, JustDial, Bing, and Apple Maps.
Store information such as services offered (tinting, consultations, delivery options), updated photos, local promotions, and customer hours was now updated instantly across every directory. The Profile Protection and Suspension Risk Monitoring tools safeguarded listings from fraudulent edits or auto-suspensions, reinforcing the brand’s authenticity and reliability.
Using the Products & Menu Update tool, Birla Opus Paints highlighted colour palettes, seasonal offers, and new arrivals like antibacterial paint or heat-reflective coatings. Visuals and product descriptors were AI-curated to maintain brand tone while adapting to local lingo. Over a year period, this led to a 700% increase in Desktop Maps Impressions, significantly enhancing discoverability for contractor and dealer searchers in urban and semi-urban markets.
3. Amplifying Loyalty and Customer Connection: Paint Plus Club
Birla Opus Paints introduced its “Birla Opus ID”, a loyalty and rewards initiative designed for both painters and contractors. It allows participants to earn rewards by scanning QR coupon codes on Birla Opus products, which can be redeemed for cash or other benefits. The program is managed through a dedicated mobile application where members can track their points and redeem rewards.
To build visibility and understanding of the program, the company applied AI Sentiment Analysis to understand user feedback and address pain points in communication. Many customers appreciated the reward model but were unclear on how to redeem benefits or track points.
Using AI Review Auto Reply and AI Review Summary, the brand began responding empathetically and informatively to reviews. Whether praise or concern, every interaction was acknowledged, building credibility and emotional trust.
Simultaneously, Local Post Scheduler pushed weekly updates about Paint Plus Club milestones, offers like “free room colour preview”, testimonials, and expert painting tips. Messages were tailored to each region, such as “Kerala’s best monsoon-resistant paint now with free home delivery” or “Mumbai painters save more with every purchase.”
These efforts drove over a 600% increase in website clicks, reflecting improved online engagement, local SEO, and possibly better website link placement or visibility
Results from 2023 to 2025: Tangible Impact
The partnership with RightChoice.AI yielded significant business outcomes between April 2023 and March 2025:
- The 800% increase in mobile search impressions suggests that Birla Opus Paints is now appearing far more frequently in mobile search results, significantly boosting its mobile visibility and discovery rate.
- The 1,200% increase in Desktop Search Impressions implies a major leap in desktop search presence, reflecting improvements in SEO, brand authority, and wider online reach.
- The 550% increase in Mobile Maps Impressions shows that many more customers are discovering Birla Opus Paints on mobile map applications, which is a strong signal of local search visibility and in-market user interest.
- The 700% increase in Desktop Maps Impressions indicates greater visibility of Birla Opus Paints through desktop maps, enhancing the likelihood of location-based visits and inquiries.
- The 900% increase in Total Impressions demonstrates substantial growth in how often Birla Opus Paints appears across all digital platforms, indicating stronger online presence and marketing performance.
Final Thoughts: From Colour to Connection
Paints may be about aesthetics, but Birla Opus Paints knows that behind every colour choice lies a personal story of home, identity, and comfort. By partnering with RightChoice.AI, the brand translated that philosophy into action with its local SEO. It didn’t just boost search visibility, it elevated the entire customer experience.
The brand showed that digital transformation is not about technology alone, it’s about trust, timing, and empathy.
Tools Used by Birla Opus Paints
- Local Keywords Ranker
- Geo Grid Tracker
- Products & Menu Update
- AI Content Generator
- Manage Multiple Listings
- Profile Protection
- 20+ Directory Integration
- AI Sentiment Analysis
- AI Review Auto Reply
- Local Post Scheduler
- Profile Suspension Risk
- OTA Integration
- Image Extraction from URL
- Geo Grid Rank Checker