Grasim tests painting service 'Sparkle'; Asian Paints not to be impacted, says analyst

Grasim, an Aditya Birla group company that has announced its foray into paint manufacturing, is beta testing its painting service 'Sparkle' in Mumbai, Pune and Bengaluru. Initially, it will cater exclusively to the staff of the Aditya Birla group and their friends and family, a recent report by Jefferies has said.

As Grasim is yet to commission its own manufacturing, the Sparkle
painting service is not using its own brand at this stage. It uses paint products procured from authorised dealers of respective paint companies.

In case of any product complaints, customers will be directed to the respective paint companies for warranty-related claims. However, Sparkle will assist in the warranty registration process, as stated in the Jefferies report.

In addition to the Sparkle painting service, Grasim's subsidiary, UltraTech Cement, introduced a white-cement-based liquid primer named Birla White PrimaCoat in 2022. The company claims that this primer offers superior adhesion and higher coverage compared to acrylic wall primers available in the market.