Hyderabad, Feb 24: Continuing its efforts to strengthen financial awareness and access to social welfare among on-ground workers, Birla Opus Paints, a part of Grasim Industries under the Aditya Birla Group, successfully concluded its on-ground financial awareness and enrolment camp Project Samarth in Hyderabad on 18th February. The initiative reflects the brand’s sustained focus on enabling long-term financial well-being for painters and contractors across India.
The Hyderabad camp brought together more than 90+ members of the painter and contractor community, who participated in guided sessions and assisted registrations for multiple government welfare programmes. Structured as a hands-on support platform, the camp helped attendees understand eligibility criteria, documentation requirements, and enrolment procedures that are often perceived as complex or inaccessible.
Participants were supported through step-by-step registration for schemes such as E-Shram, Ayushman Bharat (PMJAY), Pradhan Mantri Suraksha Bima Yojana (PMSBY), Pradhan Mantri Jeevan Jyoti Bima Yojana (PMJJBY), along with other applicable financial and insurance-based initiatives. On-site assistance counters and trained representatives ensured that beneficiaries could complete their applications smoothly and with clarity.
A key highlight of the Hyderabad camp was the distribution of Yojana Cards by Birla Opus Paints to newly enrolled participants. Each card is equipped with a unique QR code that allows users to digitally access and track the status of all schemes they are enrolled in through a single dashboard. The platform also enables beneficiaries to explore additional schemes, check eligibility, and initiate enrolments independently, creating a simple, centralised and technology-enabled access point to welfare services.
The response from the community underscored the relevance and need for such initiatives:
Mr. Lakshman Singh, a Hyderabad-based contractor with 24 years of experience in the paints industry, said, “I have been associated with Birla Opus right from the time it started, and the journey has been extremely positive. Over the years, I have worked with many brands, but Birla Opus truly stands out. Project Samarth is a commendable initiative by the brand that helps contractors like us understand and enrol in relevant government schemes with ease. The guidance provided and the support in accessing insurance and other benefits give us a sense of security. It shows that Birla Opus genuinely cares about the well-being of contractors and their families.”
Mr. Chinna, a contractor from Suchitra – Hyderabad, with over 20 years of experience in the paints industry, said, “Having worked in the paints industry for more than two decades, my experience with Birla Opus has been outstanding since its early days. Project Samarth has been extremely beneficial, as it helps us avail benefits from various government schemes that we were earlier unaware of or unsure how to access. The team’s support throughout the process makes it simple and hassle-free. Among the many brands we have worked with, Birla Opus is unique in the way it consistently prioritises the welfare and long-term interests of contractors.”
Speaking on the initiative, Srikanth SK, Head – Consumer Experience, Birla Opus Paints said, “At Birla Opus Paints, our relationship with painters and contractors goes far beyond products and programmes, it is rooted in long-term partnership and community well-being. Through Project Samarth, our teams aim to simplify access to social security schemes, provide financial awareness, and enable on-ground support so that workers and their families can build greater stability for the future. Following the encouraging success of our Jaipur camp, we are pleased to expand the initiative to Hyderabad, where the response has once again been very positive.”
Backed by its contact centre and painter partnership teams, the brand has already facilitated enrolment for 5000+ painters and contractors under E-Shram across locations, with Jaipur marking another significant step in scaling these efforts regionally.
Through initiatives such as Project Samarth, Birla Opus Paints continues to demonstrate that true brand loyalty is built not only through products and incentives, but by standing alongside the community, enabling financial security, dignity of work and informed access to opportunities for India’s painters and contractors.