HT Buraeu
GUWAHATI, Dec 25: Birla Opus Paints, part of the Aditya Birla Group, has unveiled Birla Opus Replay, a first-of-its-kind, usage-led snapshot capturing how Indian consumers chose and experienced colours through 2025, with East India emerging as one of the most expressive regions.
The insights show that homes across eastern states displayed a strong comfort with colour, moving beyond muted tones to embrace midtone-led palettes.
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These midtones formed the backbone of the region’s interiors, while darker shades added depth and character, particularly in West Bengal.
Anchoring this palette was ‘Just Woke Up’, a pale-yellow shade that emerged as the most popular colour, offering a soft contrast to richer regional preferences.
State-wise trends highlighted distinct personalities. Odisha recorded the highest purchase of ‘Blue-Eyed Boy’, a greenish-blue shade reflecting the state’s deep emotional connect with cricket.
Kolkata stood out for its preference for deep greens, blue-greens and rich midtones, while Bhubaneswar leaned towards earthy neutrals balanced with moderate yellow tones.
In Guwahati, consumers gravitated towards greens and cool neutrals, echoing the city’s landscape and climate.
Jharkhand showed the widest experimentation across shades, with pinks gaining unexpected popularity, while Bihar saw over 25,000 consumers choosing ‘Metaverse’, a distinctive pink that ranked among the state’s top colours of the year.
Commenting on the initiative, Inderpreet Singh, Head – Marketing, Birla Opus Paints, said the project reflects how colour shapes emotions and everyday living, aligning with the brand’s ethos of “Duniya Ko Rang Do”.
Srikanth SK, Head – Consumer Experience, added that the data reveals Indian consumers as both consistent and experimental, with similar patterns visible across metros, tier-2 towns and smaller markets.
Through Birla Opus Replay, Birla Opus Paints underlines its focus on understanding colour not merely as a product choice, but as an expression of lifestyle, emotion and intent, capturing how Indian homes balanced familiarity with change over the past year.
