Asian Paints Faces Antitrust Complaint from Birla Opus Paints Over Dealer Practices

Birla Opus, the paint division of Aditya Birla Group, has filed a complaint with the Competition Commission of India (CCI) against Asian Paints, as per news reports. The complaint alleges that Asian Paints has been misusing its market position by discouraging retailers from dealing with Birla Opus products.

Alleged Pressure on Retailers

As per the Complaint filed, Asian Paints is said to have warned dealers against stocking Birla Opus paints. The complaint claims dealers were told that continuing to sell Birla Opus products would lead to restrictions on their credit facilities and supply terms. It also mentions that Asian Paints allegedly advised retailers not to display hoardings or place Birla Opus products in visible positions at stores.

Regulatory Review 

The CCI has been reviewing the complaint in recent weeks. A decision is pending on whether the matter will be taken up for a detailed investigation or closed. Details of the complaint remain confidential in line with the commission's standard process.

Company Positions

Birla Opus has not publicly commented on the matter. Asian Paints, on the other hand, is reported to have written to the CCI stating that it should be given an opportunity to respond before any decision is taken. In the letter, Asian Paints also noted that the growth of Birla Opus in a short span suggests there are no major entry barriers in the market.

About Asian Paints

Asian Paints is the largest player in India’s decorative paints sector, holding a 52% market share. Birla Opus entered the market in February 2024 and has gained close to a 7% share by March 2025. Birla Opus currently operates five manufacturing plants. Asian Paints runs 26 factories globally.

In 2022, the CCI dismissed a similar complaint made by JSW Paints against Asian Paints, stating there was no evidence of a violation of competition laws. Asian Paints commands a significant presence in the market, holding 53% of the total installed paint manufacturing capacity. Their extensive reach is further solidified by a network of 160,000 touchpoints and over 74,000 dealers.

Read more: Asian Paints Final Dividend Record Date on June 10: What It Means for Shareholders?

Conclusion

The CCI has yet to announce a decision on the Birla Opus complaint. The matter remains confidential, and neither company has issued public statements.

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