Aditya Birla Group’s subsidiary, Eternia, is set to revolutionise India’s home improvement market with ambitious plans to open 200 stores by 2025. Founded in 2020 under Hindalco, Eternia specialises in aluminium doors and windows, boasting India’s first WiWA (Wind, Water, and Air) certification for its products made from Duranium, a patented aluminium alloy.
Having launched its inaugural store in Mumbai, Eternia rapidly expanded to over 100 stores across 20 cities, including Pune, Noida, and Kolkata. Eternia’s Chief Sales Officer, Anjan Putatunda, highlighted the brand’s strategic focus on aggressive market penetration, brand recognition, and consumer trust.
Eternia aims to amplify its reach by expanding retail outlets and strengthening distribution channels. The current distribution network includes exclusive brand stores, authorised dealers, and collaborations with architects and fabricators. The brand is focusing on tier 2 and 3 cities to enhance its footprint and positioning its products as the preferred choice for various projects through partnerships with industry leaders like Rustomjee Group and Lyth Design.
Sustainability is central to Eternia’s offerings, with products made from recyclable aluminium, addressing ecological concerns. Despite being a new market entrant, Eternia is navigating economic fluctuations and the dominance of unorganised segments, aiming to educate consumers on the benefits of quality materials.
Embracing technology, Eternia employs digital analytics, AI, and AR/VR applications to enhance customer engagement and personalise marketing campaigns. The fenestration industry, with certified windows penetrating less than 2% of households, presents vast potential. Eternia is poised for aggressive growth, with imminent expansions planned for Kolkata, Bengaluru, and Bathinda.
