Birla Opus Paints has appointed Sachin Sahay as its Chief Executive Officer, also designating him as part of the company’s Senior Management Personnel. The appointment comes as the Aditya Birla Group-backed paints brand sharpens its focus on scaling operations and strengthening its market presence.
Sahay brings with him over two decades of leadership experience across leading FMCG organisations. He spent more than 23 years at ITC, where he held several senior roles spanning brand management, FMCG sales and business transformation. During his tenure, he played a pivotal role in ITC’s evolution into a diversified FMCG powerhouse, leading large teams, building profitable categories and contributing to long-term growth strategies.
One of his significant contributions at ITC was his involvement in incubating and scaling the company’s rural business model, eChoupal, which went on to become a landmark initiative in leveraging technology to empower rural supply chains and communities.
Earlier in his career, Sahay served as Marketing Manager for ITC’s tobacco business, where he led consumer engagement initiatives across digital and technology platforms. His responsibilities also included HoReCa and travel retail channels, as well as retail space development, giving him deep exposure to omnichannel go-to-market strategies and premium retail environments.
With this appointment, Birla Opus Paints is expected to strengthen its leadership as it continues to expand its footprint and build its brand presence in India’s competitive paints market.
