MAM
Birla Opus paints a bold stroke with free repainting ‘Assurance’ plan
MUMBAI: Looks like Birla Opus is ready to brush away all consumer doubts quite literally. Birla Opus Paints, part of Aditya Birla Group’s Grasim Industries, has unveiled its new ‘Birla Opus Assurance’ campaign, a first-of-its-kind pledge in the Indian paint industry that promises to repaint homes free of charge if customers aren’t satisfied within a year.
The one-year repainting warranty covers all four seasons, putting walls through the ultimate weather test. This goes above and beyond the standard product warranty, signalling Birla Opus Paints’ confidence in its advanced formulations and service quality.
Fronting the colourful campaign are brand ambassadors Vicky Kaushal and Rashmika Mandanna, who don quirky avatars across multiple ad films. Adding extra sparkle to the ensemble are Ranveer Shorey, Murali Sharma, Seema Pahwa and Jaaved Jaaferi, each bringing humour and relatability to the brand’s promise. The ads cheekily thank the design and construction community contractors, architects, and dealers whose word-of-mouth recommendations continue to fuel Birla Opus’ growing popularity in the decorative paints market.
Birla Opus Paints CEO Rakshit Hargave said the campaign reflects the brand’s “deep-rooted belief in the exceptional quality and performance of our products”, while Marketing Head Inderpreet Singh called it “a bold statement of confidence” that balances reassurance with humour.
On the creative front, Leo Burnett South Asia’s CCO Sachin Kamble revealed that the films tap into the Indian psyche of “value, trust, and quality service”, with humour used to tackle everyday consumer concerns about durability and finish.
The ‘Birla Opus Assurance’ campaign will run across Hindi and regional languages, backed by a 360° push spanning TV, digital, and print. With India’s decorative paint sector seeing fierce competition, Birla Opus has taken a bold stroke, one that promises to keep consumers covered, rain or shine.
Brands
Viraj Bahl backs kids care brand Awenest after Shark Tank India pitch
Startup eyes Rs 30 crore next year as toxin conscious kids care demand rises
MUMBAI: Kids home and personal care startup Awenest is riding a wave of growing demand for toxin conscious products designed specifically for children, and it has now found a backer in Veeba founder Viraj Bahl after featuring on Shark Tank India.
The brand, which focuses on routine based care products for children, has quickly built a Rs 3.5 crore business and is now targeting Rs 10 crore in revenue in FY26. The momentum has prompted the startup to set an even bigger goal of Rs 30 crore in the next fiscal year as it scales distribution and launches new products.
Awenest’s growth has been steady. The company reported net sales of Rs 1.6 crore in FY24, which rose to Rs 3.52 crore in FY25. In the current financial year so far, the brand has already clocked Rs 2.8 crore in revenue and expects to close FY26 with Rs 10 crore in net sales.
The business has also strengthened its margins while expanding sales. Gross margins have climbed from around 50 percent in FY25 to nearly 65 percent year to date, while the brand touched a monthly run rate of about Rs 70 lakh in October 2025.
Founded by Kinshuk, Atul and Jahangir, Awenest is positioning itself around a simple idea: children need products designed for their routines, not diluted versions of adult formulations. The founders say the children’s home and personal care category in India represents a Rs 30,000 crore opportunity.
Kinshuk, an alumnus of IIM Bangalore, previously managed businesses with revenues exceeding Rs 3,000 crore. Atul, an alumnus of IIM Lucknow, brings experience in marketing and digital growth, including scaling platforms with more than 10 million subscribers. Jahangir leads operations and has handled P and L responsibilities across businesses worth over Rs 2,500 crore.
The startup’s appearance on Shark Tank India gave it a national spotlight, where its routine led approach to children’s care products attracted interest from the panel and led to an investment offer from Bahl.
Even before the show, Awenest had been quietly gaining traction online. Several of its products have emerged as top sellers on Amazon, reflecting rising interest among parents looking for safer everyday products for children.
The company follows a digital first distribution strategy. Around 45 per cent of its sales come from Amazon, while another 45 per cent comes from quick commerce platforms such as Blinkit and other q commerce channels. Modern trade currently contributes about 3 per cent of revenue, though the company expects this to grow as it expands its retail footprint.
The idea behind Awenest stems from how childhood routines have evolved. With children moving between school, activities and indoor environments, the founders believe many everyday products expose them to hidden toxins, allergens and harsh chemicals.
Awenest aims to address that gap with products designed for children’s daily routines using non allergenic ingredients, while still delivering performance that parents expect.
With fresh visibility from Shark Tank India and backing from Viraj Bahl, the startup is now preparing for its next phase of growth by widening its presence in modern trade, strengthening quick commerce distribution and rolling out new products tailored to children’s everyday routines.
