Mumbai: Home painting is often one of the most significant upgrades a household undertakes, but the need for a high upfront investment can sometimes lead to delays or scaled-down choices. While Indian consumers are increasingly comfortable using EMIs across high-value categories, such flexibility has been limited in the paints segment.
Recognising this gap, Birla Opus Paints, part of Grasim Industries under the Aditya Birla Group, has been providing its consumers a structured EMI offering that allows customers to spread costs over time, making it easier to plan projects and opt for better products and finishes without the burden of a one-time payment.
As part of this initiative, Birla Opus Paints has enabled seamless, card-based EMI options across both its product portfolio and end-to-end Painting Services platform, PaintCraft. The offering is available across 700+ stores nationwide as well as online, ensuring customers can access flexible payment solutions irrespective of where they choose to engage with the brand. The initiative also reflects the growing shift towards a more organised home painting ecosystem, where structured payment solutions and GST-compliant invoicing are becoming increasingly important for consumers.
Built to make painting more accessible than ever, the EMI program offers flexible tenures of up to 24 months, with select banking partners extending this to 36 months. The journey is fast, seamless, and completely paperless, enabling instant EMI conversion through credit cards. Powered by partnerships with 20+ leading Indian and global banks, the offering is further amplified by limited-period instant discounts of up to Rs. 5,000 on select EMI transactions.
Since its rollout, the initiative has delivered strong momentum, with 8,000+ customers choosing credit card-led payments, including EMIs, across Birla Opus Paints’ retail and online channels. Notably, EMI users are transacting at 2.5x higher values than regular card users, highlighting how the programme is unlocking greater aspiration, enabling customers to take on larger projects and upgrade to superior products and finishes, without the burden of upfront costs.
Adoption trends indicate strong traction across Tier 2 and emerging markets, where affordability plays a critical role in decision-making. While online adoption remains balanced across geographies, offline growth is being driven by younger, next-generation dealers who are actively promoting EMI options and facilitating customer awareness at the store level.
Speaking on the initiative, Srikanth SK, Head – Customer Experience, Birla Opus Paints, said, “The next big shift in the paint industry will be driven by one powerful idea—making aspiration more affordable. Just as EMIs transformed how India bought automobiles and consumer durables, we believe they can fundamentally change how consumers approach home painting. For most households, painting is considered as a major expense, and upfront costs often delay even the strongest intent to upgrade. With EMIs, we’re removing that barrier, making it easier for consumers to choose better finishes, larger transformations, and more comprehensive solutions without compromise. At the same time, this is a meaningful step towards formalising the category, with Birla Opus Paints currently the only player offering fully GST-compliant invoices for painting services.”
With this initiative, Birla Opus Paints looks to continue to redefine the category by bringing structured financing into home painting – making it easier for customers across India to create spaces they truly aspire for, without financial constraints.
