In this exclusive interview with WFM Media, Anjan Kumar Putatunda, Vice President and Business Head at Eternia, shares how the brand is redefining aluminium windows for Indian homes. Backed by the Aditya Birla Group and powered by Hindalco’s material innovation, Eternia is built on the patented alloy DuraniumTM, engineered for strength, design, and all-weather performance. Anjan discusses the brand’s expansion into façades, its focus on certified systems, and how Eternia is driving a new standard in sustainable, high-performance windows.
Q – What Inspired The Creation Of Eternia, And How Does The Brand Reflect The Broader Vision Of The Aditya Birla Group?
Eternia was born from a simple yet powerful idea: Indian homes deserve better windows – not just for aesthetics, but for durability, performance, and changing climate conditions. We identified a clear gap in the market for high-quality window systems that deliver both design and reliability.
The Aditya Birla Group has a strong presence across the building materials sector, including key categories such as cement and paints. This gives us a deep understanding of how modern homes are evolving. Hindalco, the Group’s flagship metals company, brings world-class expertise in aluminium and material innovation. It was this combination of materials, leadership and a broader vision for building solutions that led to the creation of Eternia. Eternia reflects the Group’s commitment to creating future-ready, sustainable solutions that improve everyday living. It is a window into a better way of building – and a better way of living.
Q – We Keep Hearing About Duraniumtm. What Exactly Is This Patented Alloy, And How Does It Improve Window Performance Compared To Standard Aluminium?
Duranium is a breakthrough aluminium alloy, developed by Hindalco exclusively for Eternia. It represents a significant leap in material innovation and is backed by a patent. Tested and validated by IIT Delhi, Duranium has 40% higher yield strength than standard aluminium used in regular windows.
This strength allows us to design windows with much slimmer profiles while ensuring superior structural stability. It also offers enhanced durability and resistance to extreme wind pressures, enabling our windows to withstand harsh weather and cyclonic environments.
Duranium is what gives Eternia windows their unique edge – combining refined aesthetics with performance that meets the realities of Indian conditions. The same strength that powers our windows also enables our façade systems to deliver large spans, slender profiles, and uncompromising performance.
Q – Your Windows Come With Wiwa Certification. What Does That Really Mean For Homeowners – Especially In Areas Prone To Storms, Dust, And Noise?
WiWA stands for Wind, Water, and Air – the three critical parameters that determine how a window performs in real-world conditions.
- Wind resistance ensures the window remains stable and safe during high-speed storms or cyclones.
- Water tightness protects homes from leaks during heavy rains.
- Air tightness helps keep out dust, pollution, and outside noise.
At Eternia, we developed the WiWA system to simplify what is typically a complex certification process. Rather than using technical jargon, each window is tested and assigned a clear score for wind, water, and air performance, helping homeowners make informed choices based on their specific geography and needs.
All our windows are tested and certified by independent third-party laboratories. WiWA Certified Protection brings this rigour to life in a format that’s easy to understand, offering clarity and confidence in every purchase.
Q – Indian Weather Conditions Can Be Quite Extreme – From Coastal Humidity To Himalayan Chill. How Does Eternia Ensure Its Windows Perform Reliably Across Such Diverse Climates?
At Eternia, we design our window systems to meet the toughest environmental demands so that homeowners feel safe and comfortable in every part of the country. Whether it’s heavy monsoon rains, high humidity, strong coastal winds, or sub-zero mountain temperatures, our systems are built to endure.
Take our Duraslim Slider range, for instance. It is certified to withstand wind loads of up to 3kPa, which translates to protection from wind speeds exceeding 280km/h – well beyond the threshold of most cyclonic conditions in India. This level of performance is rare in residential windows.
In our façade systems, too, this performance-first approach ensures structures can handle extreme pressures and site challenges. We test every system for structural strength, water tightness, and air insulation to ensure long-term reliability.
Combined with the strength of Duranium and high-grade surface finishes, Eternia windows offer dependable protection across changing seasons – from humid coastlines to Himalayan winters.
Q – Eternia Recently Entered The Façades Space. What Differentiates Your Approach, And How Has The Response Been So Far?
Eternia Façades bring the same engineering excellence and reliability we’re known for in windows into the world of façades. What sets us apart is the strength of our backward integration, powered by Hindalco, which allows us end-to-end control over quality and timelines – from die design to extrusion and coating.
We also bring material innovation to the forefront. Our patented alloy, DuraniumTM, with 40% higher yield strength, enables slimmer sections and longer spans – ideal for today’s high-stress architectural needs. Validated by IIT Delhi, it empowers façade consultants to design with greater confidence and creativity.
“Eternia was born from a simple yet powerful idea: Indian homes deserve better windows – not just for aesthetics, but for durability, performance, and changing climate conditions” |
In a short time, we’ve secured marquee projects such as the L&T Innovation Campus in Mumbai, Prestige Tech Hub in Bengaluru, L&T Mindtree Campus in Kolkata, and Capgemini Campus in Chennai. Each project benefits from detailed design support, responsive coordination, and a commitment to getting it right – from concept to delivery.
We don’t just offer façade systems – we help architects and consultants bring ambitious visions to life. With in-house design support, system customisation, and our patented DuraniumTM alloy, Eternia Façades delivers precision-engineered solutions that both perform and inspire.
Q – How Does Eternia Incorporate Eco-Friendly Practices – From Material Sourcing To Manufacturing And After-Sales?
Sustainability is a core focus at Eternia. Our windows are made from aluminium, which is infinitely recyclable. By using Duranium, we not only deliver stronger, longer-lasting windows but also reduce the frequency of replacements, thus lowering overall environmental impact.
We source aluminium from Hindalco, one of the world’s most sustainable aluminium producers, with a strong emphasis on recycling and waste minimisation.
Even post-sale, our windows require minimal maintenance and have a long lifespan, consuming fewer resources over time. Choosing Eternia is not just about opting for better windows – it’s about contributing to a more responsible way of building.
Q – How Does Eternia Strike The Right Balance Between Design Aesthetics And Technical Performance?
At Eternia, we believe performance and aesthetics should go hand in hand. Our systems are designed to elevate the look of any space while ensuring protection, comfort, and durability.
Thanks to DuraniumTM, we’re able to offer ultra-slim profiles that bring in more light, open up wider views, and create a sleek, modern finish. At the same time, the structural strength ensures excellent wind resistance and long-term stability.
Even the hardware is carefully curated – visually minimal and elegant, yet tested for over one lakh cycles to guarantee smooth, trouble-free operation for years. Every component of an Eternia window is built to offer lasting beauty in both form and function.
Q – Could You Share Some Prestigious Projects Where Eternia Products Have Been Used?
Eternia has been chosen by some of the most respected names in Indian real estate and construction – across large-scale developments and bespoke luxury residences. Our clientele includes leading developers such as Rustomjee, L&T Realty, Piramal Realty, Runwal Group, Tata Realty, and Godrej Properties.
In addition to marquee developments, Eternia is also a preferred choice for premium residences and luxury homes across the country, where aesthetics, long-term durability, and peace of mind are paramount.
The Projects Include:
- Rustomjee Yazdani, Mumbai: Ultra-luxury development featuring Eternia windows with wide views and noise insulation.
- L&T Seawoods, Navi Mumbai: Township-scale project with Eternia systems across residential and commercial buildings.
- Piramal Revanta, Mumbai: High-rise tower requiring cyclone-tested, large-span sliding solutions.
- Runwal Nirvana, Mumbai: 54-storey tower using Eternia’s engineered windows for safety and seamless design.
- Tata 88 East, Kolkata: One of East India’s tallest towers, designed with high-performance Eternia systems.
- Capgemini Campus, Chennai: 12,200 sqm façade installation using Eternia’s unitised systems.
- Merlin Group, Kolkata: Large residential project with façades tailored to local climate demands.
Q – With So Many Players Now In The Aluminium Windows Space, What Sets Eternia Apart – Not Just In Product, But In Customer Experience?
What sets Eternia apart is our unwavering commitment to delivering not just products, but complete peace of mind – backed by the strength of the Aditya Birla Group.
We are the only brand in India offering windows made from DuraniumTM, a patented aluminium alloy significantly stronger than standard options. This enables us to deliver sleeker frames, larger spans, and superior wind resistance – without compromising on safety or aesthetics. Every window is WiWA certified, ensuring tested performance against wind, water, and air infiltration – an uncommon level of transparency in the industry.
Our customer experience is equally premium. From guided consultations to post-installation care, we’re involved every step of the way. Our systems are not just sold – they are custom-designed, fabricated, installed, and serviced by trained professionals.
With full backward integration through Hindalco, we ensure tighter control over quality and timelines. This means customers never have to worry about inconsistent supply chains or compromised quality.
In short, Eternia offers a high-end, tailored experience – engineered for Indian conditions, built to last, and designed to delight.
Q – What Is Your Vision For Eternia Over The Next 5 To 10 Years?
Our vision is to establish Eternia as the most trusted name in premium system aluminium windows – a brand that sets the benchmark for performance, design, and transparency.
Over the next decade, we aim to shift perceptions around windows – encouraging consumers to see them not merely as functional elements, but as key to safety, comfort, energy efficiency, and aesthetics.
We will continue to innovate through advanced materials like DuraniumTM and unlock greater value from our integration with Hindalco – delivering stronger, more seamless solutions. Our façades vertical will also evolve, contributing to the most iconic architectural projects in India.
Simultaneously, we are building a robust network of trained partners to elevate fabrication, installation, and service standards across the industry.
Our goal is simple: to lead India’s transition to certified, high-performance aluminium window systems – and to help people imagine better homes, one window at a time.
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