Birla Opus Paints: Painting an improved customer experience with a collaborative B2B portal for channel partners
Redefining business standards to achieve market leadership
As a major new market entrant, Birla Opus Paints (a brand of Aditya Birla Group) had a clear goal of dominating the Indian decorative paint industry. It knew that optimizing dealer experiences would be key to achieving a rapid expansion and used the SAP Commerce Cloud solution to create a B2B commerce portal that supports best practice–based processes.
| Industry | Region | Company Size | Partner |
| Chemicals | Mumbai, India | >4,700 employees | PwC |
growth in the monthly total order value.
average monthly growth in dealers onboarded.
increase in efficiency in addressing dealer requests.
Senior Vice President, Aditya Birla Group (Birla Opus Paints)
Bringing innovation and quality to every brushstroke
Birla Opus Paints, housed under Grasim Industries, Aditya Birla Group’s flagship firm, offers decorative painting solutions to consumers in India. Launched in 2024, Birla Opus Paints has a complete portfolio featuring a range of superior products across categories like interiors, exteriors, waterproofing, enamel paints, wood finishes, and wall coverings. With six manufacturing plants spread across India, Birla Opus Paints is well positioned to be among the market leaders in the decorative paints category. The brand aims to inspire people to turn their surrounding spaces into their very own masterpieces.
The manufacturer had an aggressive growth plan, aspiring to generate annual revenues of Rs100 billion (US$113 million) within three years. However, it understood that its channel sales partners would play an instrumental role in helping it achieve this ambitious target.
Birla Opus Paints decided to create a B2B commerce site that would make it easier for dealers to do business—streamlining order-to-cash and fulfillment processes. In addition, the company wanted to enable dealers to raise grievances, gain tailored insights on promotions, and get an overview of their sales performance.
Creating a future-ready portal for B2B commerce
Assisted by SAP partner PwC, Birla Opus Paints used the SAP Commerce Cloud solution to create a next-generation e-commerce site for its dealers. Through SAP Integration Suite, SAP Commerce Cloud connects to other SAP solutions used by the company including SAP S/4HANA Cloud Private Edition and the SAP Channel Program Management solution by Vistex. It also integrates with additional SAP and third-party applications used by the channel partners, providing real-time updates and reporting information on dealer performance.
The site enables dealers to onboard quickly with a swift transition from registration to login. In addition, sales representatives and customer care agents at Birla Opus Paints can access dealer accounts to help with placing orders as well as helping them explore the site’s features.
Dealers can use intuitive interfaces to find the products they need, place orders, and track their sales and commissions. Personalized recommendations promote upselling and cross-selling of products based on dealers’ purchase records and scheme eligibility, while ready access to information on loyalty schemes and promotions gives them visibility of available opportunities. In addition, grievance management functionality enables dealers to raise issues and provides clear information about steps taken to resolve any problems.
Establishing market leadership through positive dealer experiences
Since its launch, the B2B portal has already helped Birla Opus Paints make considerable progress on its journey to market leadership. Faster and easier dealer onboarding has contributed to a significant increase in the number of dealers joining the distribution network each month, enabling rapid growth in sales reach. As a result, sales orders increased by 600% within a five-month period.
Optimized ordering processes and real-time stock updates enable efficient inventory management and improve operational efficiency, while the customer care team’s productivity has increased by 36%—even though it’s supporting a wider dealer base. What’s more, smooth purchasing experiences and high-quality business-dealer communications enabled by the portal have enhanced the company’s brand reputation and helped nurture strong and long-lasting relationships with channel partners.
Enabling business growth through effective dealer collaboration
Providing a unified platform for dealer collaboration, the B2B site portal is supporting rapid growth at Birla Opus Paints. Automation enabled by SAP Commerce Cloud integrated with SAP S/4HANA Cloud Private Edition has streamlined order management and enabled the company to align processes with best practices, delivering a competitive edge and creating a robust technology foundation for ongoing expansion.
Dealers are empowered with the latest technology and insights to help them grow profitable businesses. In addition, comprehensive analytics provide insights into user engagement and dealer performance, supporting strategic decision-making and enabling the company to identify and address key challenges to further improve dealer experiences in the future.
Meanwhile, the company continues to support its wider operations with integrated applications in SAP Business Suite. This is helping it deliver increased value through streamlined processes, data-driven decision-making, and AI-enabled workflows.
Featured partner
PwC is one of the world’s largest professional services firms. It offers a wide range of services aimed at assisting businesses in solving complex business challenges and improving their operations. The SAP partner played a key role in planning, designing, and executing the B2B portal at Birla Opus Paints, consulting with process owners and channel partners to help ensure that the site delivered on business needs.