New Delhi, March 6 -- First, it was paints and now cables & wires. Aditya Birla Group's entry with Birla Opus took away the sheen from leading paint companies in India. Barely three quarters after its launch, it has completed 90% of planned outlay - Rs.9,000 crore of capex.

By the end of FY25, it is targeting a high single-digit market share. It is expected to be the second largest player in terms of installed capacity and brand visibility in decorative paints, an industry estimated at Rs.76,000 crore.

Behemoths like Asian Paints are still dealing with this shock.

A similar trajectory could unfold in the cable and wire industry as another Birla group company - UltraTech Cement, eyes this segment.

The Indian market for wire...