India’s paints industry could turn into the proverbial red ocean for several incumbents as Aditya Birla Group flagship Grasim makes a big splash with the ‘Birla Opus’ brand, potentially altering market share and profitability dynamics in a sector that has hitherto expanded with far fewer gyrations than one of its biggest revenue generators – real estate. But as Grasim’s entry takes the sheen off most of the incumbents, it may lead to a fierce price war and intensified competition in the industry. The entry of a large player like Grasim could reshape the market and impact the profitability of other players. The paints industry, which has been growing steadily, could see significant changes in the coming years.