The Indian paint industry isn’t like most consumer markets. Because DIY home painters are virtually non-existent, professional painters and contractors are the gatekeepers are a crucial group of consumers for any successful paint brand. 

At the same time, the growing urban market in India has begun to disrupt the existing market with a new, increasingly relevant group of consumers: Young homeowners who are making color and style decisions for their spaces.

Birla Opus Paints launched with over 1,000 SKUs and more than 2,400 colour shades, including more than 250 colours uniquely inspired by India. Serving both professional “influencers” and end consumers meant creating multiple, distinct customer journeys, across product sales, advisory services, and full-service painting, all under intense time pressure.

With launch just months away, Birla Opus Paints needed to support both a large-scale product business and a painting services operation, across B2B and B2C audiences, from day one.
The timeline was aggressive. The scope was massive. But the opportunity was potentially game-changing.

Birla Opus Paints selected Adobe Experience Cloud for its configurability, scalability, and ability to support both product- and service-led experiences at speed. Rapid deployment and seamless integration across B2B and B2C platforms were essential to meeting the scale of the launch.

Our strategy centred on three critical audience experiences, each representing a different business model:

• A B2B experience for dealers, enabling ordering, logistics, financial visibility, and loyalty participation.
• A dedicated ecosystem for painting influencers, contractors and designers whose recommendations drive market adoption.
• A B2C experience for homeowners, focused on inspiration, confidence, transparency, and ease of decision-making.

Adobe Experience Manager allowed us to support product and service journeys within a single core platform, while Adobe Commerce handled the complexity of a massive catalogue without the need for a separate PIM. This helped reduce operational friction while preserving flexibility.

Using templates and modular content in Experience Manager Sites, Birla Opus Paints teams were able to launch more than 1,000 web pages in just five months, meeting the national launch deadline without compromising quality.

Early analytics revealed a critical insight: 95% of traffic came from mobile devices. This reinforced a mobile-first strategy and informed every experience decision that followed.

Birla Opus Paints adopted a headless architecture, allowing content to be reused seamlessly across websites, mobile apps, and loyalty platforms. Leveraging DEPT®’s mobile app accelerator, we transformed the Experience Manager Sites website into the MyOpus mobile app 70% faster (and at 30% lower cost than traditional native development) while maintaining consistent messaging across channels.

For dealers, we built a unified digital management system integrated with Adobe, enabling them to place orders, track shipments, access financial data, and engage with loyalty programs through a single experience.

For painters and contractors, we created dedicated influencer apps with points-based loyalty programs and instant cash conversion, making Birla Opus Paints the easiest brand to choose (and recommend) in a highly competitive market.

On the consumer side, we focused on eliminating uncertainty from the paint-buying process. The Birla Opus Paints platform allows homeowners, designers, and contractors to explore colours through curated collections, quizzes, and a sophisticated Visualizer tool that lets users upload photos of their rooms and preview colours in real-world contexts.

We even created a lighting simulation module that shows how colours change from morning sunlight to evening ambiance, giving consumers confidence that their choices will look right on screen and at home.

Behind the scenes, we focused on creating a careful architecture to organize the product catalog. We couldn’t create millions of individual SKUs for every product-color combination. Instead, we used Adobe Commerce to design a flexible schema that treats products and colors as separate but interconnected entities, allowing any product to be paired with any of the 2,400+ color shades dynamically.

Recognizing that paint is often a guided purchase, we built an ‘assisted commerce’ journey, enabling store staff to place digital orders on behalf of customers that sync directly to the Dealer Management System. This is supported by a dynamic serviceability and pricing matrix that automatically tailors product availability and costs based on the specific user persona and sales channel

On the consumer side, we focused on eliminating uncertainty from the paint-buying process. The Birla Opus Paints platform allows homeowners, designers, and contractors to explore colours through curated collections, quizzes, and a sophisticated Visualizer tool that lets users upload photos of their rooms and preview colours in real-world contexts.

We even created a lighting simulation module that shows how colours change from morning sunlight to evening ambiance, giving consumers confidence that their choices will look right on screen and at home.

Behind the scenes, we focused on creating a careful architecture to organize the product catalog. We couldn’t create millions of individual SKUs for every product-color combination. Instead, we used Adobe Commerce to design a flexible schema that treats products and colors as separate but interconnected entities, allowing any product to be paired with any of the 2,400+ color shades dynamically.

Recognizing that paint is often a guided purchase, we built an ‘assisted commerce’ journey, enabling store staff to place digital orders on behalf of customers that sync directly to the Dealer Management System. This is supported by a dynamic serviceability and pricing matrix that automatically tailors product availability and costs based on the specific user persona and sales channel

As we were building the customer-facing experiences, we recognized another critical need: Birla Opus Paints was going to generate massive amounts of creative assets across ATL and BTL marketing, social media, dealer boards, point-of-sale displays, and product photography for 1,000+ SKUs.

We implemented Adobe Experience Manager in two phases. First, we set up DAM for website assets; a category that included everything from product images to campaign videos, as well as all the variations needed for different placements and devices.

But the real transformation came with the enterprise DAM expansion. Before this, the creative approval process lived in email threads, which made it difficult to determine what was approved or published.

We built an automated workflow that brought clarity to this chaos. Creative agencies upload assets directly to the DAM. Brand managers review and finalize through a structured process. This way, Birla Opus Paint’s digital library would contain only approved assets for use across their organization.

In addition to a taxonomy system that made all of these assets easily accessible, we also built in a bulk upload capability for field marketing teams. This enabled these teams to upload photos of displays at retail locations directly to the DAM, further expanding the DAM’s function as an operational tool for tracking asset deployment and monitoring wear and tear over time

Within just five months, we had built a comprehensive digital ecosystem for Birla Opus Paints that included the e-commerce website, B2B systems, the B2C Visualiser tool, painting services platform, and DAM. 

We’d built the plane. Now was the time to get it in the air. 
The stakes were enormous. Birla Opus Paints was launching nationally across 6,000 locations with major marketing campaigns. The digital infrastructure had to work flawlessly.

We’re proud to say it did. Since launch, there have been zero major glitches. The website has handled high-traffic events, including a campaign tied to the cricket World Cup that drove massive traffic surges. 

This success was due in part to our use of Adobe Analytics, which we implemented to understand how people were actually using the platform. From day one, we’ve used this analysis to drive rapid iteration, optimize ad spend, guide feature development, and refine promotional strategies.

Since its launch over a year ago, Birla Opus Paints has achieved unprecedented growth by becoming the third-largest player in the Indian paint industry.

The digital platforms we built were central to this success. The website became one of their most valuable brand assets, and consumer awareness studies now consistently rank Birla Opus Paints among the top three brands for recall in the paint category.

While we’ve moved fast throughout our partnership, we’re not slowing down. Together with Birla Opus Paints, we’ve planned several ambitious initiatives for the coming year that include:

• Adobe Target for website personalization. Repeat visitors will see content tailored to their previous behavior and preferences. Regional customization will reflect local tastes and trends, making every interaction feel more relevant and valuable.
• AI-powered content generation. With over 1,000 pages on the website and a constant need for fresh content, the ability to dynamically generate and update copy will be transformative. We’re also looking at how AI can capture social media trends and consumer behavior insights to inform content strategy in real-time.
• Developing a GenAI chatbot for the website. This will enhance customer engagement, answer questions instantly, and help guide consumers through a decision-making process that might be overwhelming for first-time home painters.