Hindalco unveils Eternia experience centre for high-performance aluminium windows

Hindalco Industries, the metals flagship of the Aditya Birla Group, has launched its Eternia experience centre in Lajpat Nagar, New Delhi, highlighting its high-performance aluminium window systems designed for India’s evolving construction sector. The company is also expanding its manufacturing footprint in North India with a new Bilaspur facility.

Eternia has emerged as one of the fastest-growing brands in system aluminium windows, registering nearly 65 per cent CAGR over the last three years. With a nationwide network of 170+ channel partners across 100+ cities, the brand serves homeowners, architects, and developers across residential, commercial, and high-rise projects. Hindalco aims to achieve over Rs 1,000 crore in revenue by FY29, driven by category growth, partner expansion, and strengthened manufacturing capabilities.

The Indian windows and façade market, valued at an estimated Rs 40,000 crore, is largely unorganised, with premium segments growing at nearly 15 per cent CAGR. Eternia addresses this shift with precision-engineered systems using Duranium™, a patented aluminium alloy 40 per cent stronger than conventional aluminium. The WiWA window scoring system ensures reliable performance across wind, water, and air conditions, suitable for premium villas and high-rise developments.

Commenting on the launch, Satish Pai, Managing Director, Hindalco Industries, said, “Eternia represents a move from fragmented fabrication to precision-engineered window systems. By combining proprietary materials, rigorous testing, and integrated manufacturing, we are delivering enhanced performance, reliability, and consistency for modern architecture.”

The Lajpat Nagar experience centre offers an immersive retail space for exploring Eternia’s portfolio and customization solutions. Backed by Hindalco’s integrated aluminium value chain and downstream facilities in Renukoot, Silvassa, Kuppam, and Alupuram, the brand ensures standardised, high-performance systems at scale.

The Bilaspur facility, spread over 120,000 sq. ft., will produce up to 250,000 sq ft of windows per month, improving turnaround times and delivery speed in North India. It includes a dedicated R&D centre for product development and a training centre to upskill fabricators and installers. The facility is expected to create employment for over 300 people, supporting local economy and Eternia’s growth.

With the Lajpat Nagar experience store, Eternia strengthens its presence in urban markets, enabling architects, developers, and homeowners to access premium, system-driven aluminium solutions across India.