Former ITC executive to take charge as competition heats up in India’s paints market
Grasim Industries has named Sachin Sahay as the new chief executive of its paints business, Birla Opus, the company said on Friday. Sahay will assume the role from February 16.
The appointment comes more than two months after the sudden exit of former CEO Rakshit Hargave, a move that had surprised analysts and raised questions around leadership continuity at a time when competition in the paints sector is intensifying.
Birla Opus, which entered the Indian paints market in February 2024, has moved aggressively to scale operations. The brand has invested heavily in setting up manufacturing facilities across the country and adopted a pricing-led strategy, including deep discounts, to rapidly build market presence. This expansion has helped it gain traction, largely at the expense of established players such as Asian Paints, the long-time market leader.
Sahay joins Birla Opus from ITC, where he last served as executive vice president of sales. With experience across large consumer-facing businesses, he is expected to focus on strengthening distribution, scaling volumes, and navigating a crowded paints market that includes strong incumbents and new entrants.
Grasim’s paints foray is seen as a key growth driver for the Aditya Birla Group company, as it looks to diversify beyond its traditional textiles, chemicals, and building materials businesses. Sahay’s appointment signals a renewed push to consolidate Birla Opus’s position as it enters its next phase of expansion.
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