Grasim has appointed Sachin Sahay as Chief Executive Officer (CEO) of Birla Opus Paints, effective February 16, 2026.
Sahay will be joining Birla Opus Paints from ITC, where he last served as Executive Vice President – Sales, bringing over 30 years of leadership experience in Sales and Marketing across entrepreneurial roles and multi-geography assignments in India.
As per the company, he has played a pivotal role in ITC’s FMCG transformation journey, including the creation and scale-up of its FMCG channel from greenfield operations to its current national footprint. Sahay has led the launch and growth of multiple brands, built large-scale distribution capabilities across urban and rural markets, and driven complex transformation initiatives with a strong balance of process rigor and people leadership.
He has been instrumental in implementing field force automation and streamlining common stockist operations across ITC’s diverse portfolio, including cigarettes, foods, and FMCG, enabling efficient capital deployment and optimised partner engagement.
