Birla Opus Files Antitrust Complaint Against Asian Paints Market Showdown Likely

On June 6, 2025, Birla Opus, the paint division of India’s Aditya Birla Group, filed an antitrust complaint against industry leader Asian Paints, accusing it of abusing its market dominance, according to three sources familiar with the matter.

Asian Paints, which holds a 52% market share according to Elara Capital, has seen its dominance challenged by the rapid rise of Birla Opus, which captured 7% of the market just a year after its February 2024 IPO.

The complaint, filed with the Competition Commission of India (CCI), alleges that Asian Paints pressured retail distributors to avoid selling rival products, warning them of credit restrictions if they stocked Birla Opus paints. Additionally, distributors were allegedly told they could face supply cuts if they prominently displayed Birla Opus ads or products.

The CCI has yet to decide whether to open a full investigation or dismiss the case. A source revealed that Asian Paints has denied the allegations in a confidential letter to the CCI, arguing that Birla Opus' rapid growth proves no anti-competitive barriers exist in the market.

This is not the first time Asian Paints has faced scrutiny. In 2022, the CCI dismissed similar allegations from JSW Paints, ruling no violation of competition laws.