Eternia’s commitment to customer satisfaction and its collaborative approach with fabricators, architects, and home decor experts have propelled its success in diverse markets. Currently, the company has a significant presence in metro cities and has successfully penetrated tier 1 and tier 2 cities, showcasing its adaptability and appeal across different urban landscapes, avers Nehal Bazari, Head-Marketing, Eternia, Hindalco Industries Limited, an Aditya Birla Group.

Eternia has transitioned from metro cities to successfully penetrating tier 1 and tier 2 markets, with a vision to establish a presence in 100 cities by the year-end. What potential do you see in these markets for your products?

The Indian market for branded, tested, and certified windows is at a nascent stage with just 2% of households using certified windows. The window market in the country is valued at Rs. 20,000 crores, but less than 10% of this market is organised. Eternia is well-poised to tap into this market with its innovative and certified aluminium sliding and openable/casement aluminium windows and doors. The brand is strategically expanding its reach covering metro cities and tier 1 and tier 2 markets, aligning with the evolving landscape of the Indian construction and home improvement industry.

Eternia, Hindalco Industries Limited, an Aditya Birla Group
We are proud of our parentage with Hindalco, the world leader in aluminium, which gives us a head start in bringing cutting-edge global technology to India and offer the most innovative fenestration products that protect and aesthetically enhance homes.

Nehal Bazari

In the past two decades, Indian households have undergone upgrades in various aspects such as bathrooms, kitchens, and flooring. The market is witnessing a transformation, with a growing customer consciousness in B2B and B2C segments. This shift is propelling market growth, leading to an increased preference for aluminium over other materials. Eternia’s commitment to delivering high-quality, certified windows positions the brand at the forefront of this changing tide.

There is a large market out there and there is space for everyone – if we collaborate as an ecosystem we can collectively work towards a shared goal. Fortunately, the market dynamics in the window industry are not a winner-takes-all scenario or a zero-sum game. As Eternia expands its presence into tier 1 and tier 2 markets, the company stands to benefit from the increasing demand for certified windows driven by a conscious customer base.

Going forward, Eternia has ambitious plans to further expand its market presence. The brand aims to solidify its position as a prominent player by increasing its footprint in 100 cities by the end of the year. This vision is ambitious and well-timed, considering the changing dynamics in the market.

Eternia, Hindalco Industries Limited, an Aditya Birla Group

What are the company’s manufacturing capabilities?

We have four extrusion plants - at Renukoot, Alupuram, Silvassa, and Kuppam - with a combined capacity of 9400 MT/month, strategically located to optimise efficiency and proximity to end customers. Additionally, we have multiple partner fabrication setups positioned for enhanced accessibility.

Our core competencies are rooted in our parentage of Hindalco – the world leader in aluminium. This gives Eternia a head start in bringing the most cutting-edge global technology to India – many of which are world-first for Indian consumers in the construction business. Our manufacturing unit is equipped with state-of-the-art facilities and technology to produce high-quality aluminium windows and doors for residential and commercial applications.

A testament to Eternia’s manufacturing process is our complete vertical integration, covering the entire value chain from bauxite mining to window installation. This vertical integration helps us maintain control over the supply chain, ensuring seamless material flow and product quality. We have dedicated project management teams for coordinating activities, ensuring timely execution, and maintaining stringent quality standards.

Eternia’s products, WiWA-certified for wind, water, and air resistance, are challenging industry norms. Please give their features, materials, safety aspects, etc.

Eternia, Hindalco Industries Limited, an Aditya Birla Group
Less than 2% of windows in India are certified for essential functions like protection from wind, water, and air. Eternia addresses this gap with its WiWA© (Wind, Water, and Air) certified products, rigorously tested against international standards, ensuring superior protection. Our WiWA-certified doors and windows provide comprehensive protection against cyclonic winds, rainfall, noise, pollution, and dust. We ensure transparency and trust through rigorous testing against international standards and offer a simplified process that helps you choose the right window for your home with tools like Know Your WiWA© score.

Furthermore, aluminium has emerged as the preferred material for windows globally, making it a choice in today’s demand for sustainable products. India’s climate context is changing - ranking 4th in the world, in terms of the number of cyclones. Eternia uses aluminium that has been demonstrated, tested, and certified for performance against heavy winds and cyclones, making it ideal for high-rise and large expansive windows. Additionally, aluminium is a recyclable material, making it a sustainable choice. With increasing concerns about the ecological impact of construction materials, the recyclability of aluminium plays a significant role in reducing waste and conserving natural resources.

Eternia supports its products with an industry-first 12-year warranty on profiles, a 2-year warranty on moving parts, and a robust after-sales service. What do the after-sales services encompass?

Eternia’s after-sales services encompass a comprehensive system with a focus on assisting customers throughout the lifespan of our products. We have a rigorous last-mile quality check process that guarantees our products are installed correctly and perform as expected, minimising post-installation issues. Moreover, our industry-first 12-year warranty on profiles and 2-year warranty on moving parts reflects our commitment to the quality and durability of our products.

How does Eternia differentiate its brand value from the competing European brands in the fenestration space?

One key aspect that sets Eternia apart is its focus on providing comprehensive protection for homes through its WiWA-certified doors and windows. The use of Duranium, an innovative aluminium alloy developed by Hindalco engineers, ensures strength with sleeker designs and customizable coating options. The incorporation of a wide range of colours, finishes, and accessories, coupled with the groundbreaking ForesenseTM 3D-AR/VR tool, enables customers to visualize and personalize their windows as per their home interior décor.

All Eternia products are IGBC Green Pro certified, showcasing a dedication to eco-friendly manufacturing practices and materials, aligned with our parent company Hindalco’s commitment. Hindalco’s top ranking on the sustainability index (Dow Jones Sustainability Indices 2021) underscores our commitment to environmental responsibility. Furthermore, Eternia’s industry-first warranty offerings demonstrate the brand’s confidence in the quality and durability of its products.