Grasim Taps ITC Veteran Sachin Sahay to Lead Birla Opus in Paint Wars

MUMBAI — Grasim Industries Ltd, the flagship company of the Aditya Birla Group, has appointed Sachin Sahay as the new Chief Executive Officer of its paints division, Birla Opus, the company said on Friday.

The appointment follows the resignation of former CEO Rakshit Hargave in late 2025, which had raised investor and analyst concerns about leadership continuity as the company scales up its ambitions in India’s highly competitive decorative paints sector.

Sahay, a veteran executive from ITC Ltd, will assume the role on February 16. He will be tasked with strengthening execution as Birla Opus intensifies its challenge to industry leader Asian Paints amid heightened competition and aggressive pricing strategies.

Battle for market share

Since its launch in February 2024, Birla Opus has rapidly expanded manufacturing capacity across India and offered hefty dealer incentives to build distribution and improve market penetration, gaining ground largely at the expense of entrenched incumbents.

The business has emerged as India’s second-largest paints maker by installed capacity, underlining the speed and scale of Grasim’s entry into a market long dominated by established players.

Leadership and execution focus

Sahay joins Grasim from ITC, where he most recently served as Executive Vice President of Sales. He brings experience in scaling distribution networks and strengthening frontline execution — capabilities seen as critical as Grasim pushes deeper into Tier-2 and Tier-3 cities.

Analyst view

“The leadership vacuum was a key overhang for the new paints business,” said a Mumbai-based equity analyst. “Bringing in a senior FMCG sales leader indicates a sharper push toward distribution execution and monetisation as competition intensifies.”

Brief Summary

Grasim Industries has appointed Sachin Sahay, formerly of ITC, as CEO of Birla Opus Paints, effective February 16. The move follows the exit of former CEO Rakshit Hargave and comes as Birla Opus accelerates its expansion and dealer push to challenge market leader Asian Paints.

Frequently Asked Questions (FAQs)

Q1: Who is the new CEO of Birla Opus?

Sachin Sahay, a senior sales executive from ITC. He takes charge on February 16, 2026.

Q2: Why did the previous CEO leave?

Rakshit Hargave resigned in late 2025. The company has not publicly detailed the reasons.

Q3: What is Birla Opus?

Birla Opus is Grasim’s decorative paints business, launched in February 2024.

Q4: Who are Birla Opus’s main competitors?

Asian Paints is the market leader. Other key competitors include Berger Paints and Kansai Nerolac.

Q5: Why is this leadership change important?

Birla Opus is expanding rapidly and competing aggressively on pricing and dealer outreach, making execution leadership crucial at this stage.