India Birla Opus Signals Shift Towards Digital Purchases
India’s vibrant decorative paints market — long anchored in traditional, offline retail — is showing early signs of digital discovery and online-assisted buying, reflecting broader consumer behaviour shifts in urban home improvement purchases. Industry observers and brand strategists suggest that while digital transactions remain a small slice of total sales today, tech-enabled engagement is gradually reshaping how homeowners explore colours, finishes and service solutions before committing to purchases.
The decorative segment, valued for its deep ties to housing upgrades, has historically relied on brick-and-mortar dealers, physical shade cards and in-store consultations. In this context, emerging patterns of online product research, digital consultation tools and assisted ordering channels indicate that paint buyers — particularly in Tier-1 and Tier-2 cities — are increasingly using digital touchpoints early in their decision journeys. Experts say this aligns with rising smartphone penetration, data access and consumer comfort with digital platforms. One of the more noteworthy developments comes from Birla Opus, a relative newcomer backed by a large industrial group, which reports that consumers are beginning to use digital channels for paint discovery and colour selection. While the bulk of purchases still occur at traditional outlets, brand leaders see online engagement platforms, immersive tools and digital research habits helping to shorten the gap between inspiration and in-store conversion.
Industry analysts emphasise that this nascent digital momentum does not yet signal a wholesale shift to e-commerce for paints — a product category where tactile experience, consultation and contractor recommendations have traditionally driven sales. But they also highlight that digital tools, such as colour visualisers and virtual shade previews, are augmenting consumer confidence and shortening shopping cycles. These technologies, often integrated into brand websites or mobile apps, allow homeowners to visualise outcomes before visiting dealers or placing orders. The trend mirrors transformations in related home improvement categories, where buyers increasingly use online platforms to inform decisions but finalise purchases offline or through hybrid assisted models. Urban households with higher disposable incomes, especially younger homeowners, are leading this behavioural shift, seeking convenience without sacrificing quality assurance or personalised service.
For manufacturers and retailers, this early signal underscores a strategic imperative: build a seamless omnichannel infrastructure that supports discovery, consultation and fulfilment across digital and physical domains. This includes deploying interactive digital displays in studios, enhancing mobile-friendly product configurators, and leveraging data to personalise recommendations. Brands that succeed in linking digital insights with on-ground availability are likely to capture a disproportionate share of fast-growing premium segments.
The evolving mix of digital and offline buying behaviours also has broader implications for the paints industry’s supply chain and dealer ecosystem. While online discovery may increase initial engagement, last-mile delivery reliability, shade customisation and post-purchase services remain critical for long-term customer loyalty in both urban and peri-urban markets. As the category gradually digitalises, stakeholder focus will shift to integrating technology-enabled trust mechanisms — such as traceability via QR codes and enriched e-catalogues — ensuring consumers feel confident at every touchpoint.
