Grasim Industries has appointed Sachin Sahay as the chief executive officer of Birla Opus Paints, effective February 16, 2026, as the company strengthens leadership at its fast-expanding decorative paints venture.
The appointment was approved by Grasim’s board of directors following a recommendation from its nomination and remuneration committee.
Senior hire from ITC
Sahay joins Birla Opus Paints from ITC, where he most recently served as executive vice president – sales. He brings more than 30 years of experience across sales and marketing, with leadership roles that have included entrepreneurial assignments as well as multi-geography responsibilities across India.
At ITC, Sahay played a key role in launching and scaling multiple brands, building large distribution networks spanning urban and rural markets, and driving organisation-wide transformation initiatives.
Track record in scale and systems
His experience also includes leading the implementation of field force automation and streamlining stockist operations across ITC’s businesses, including cigarettes, foods and FMCG. These initiatives were aimed at improving capital efficiency, strengthening partner engagement and enhancing execution at scale.
With this appointment, Grasim signals its intent to further consolidate Birla Opus Paints’ leadership and operational capabilities as competition intensifies in India’s decorative paints market.
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