In an ever-evolving world of architectural solutions, the selection of materials has become a topic of great importance. The ongoing debate surrounding the choice between aluminium and other materials for windows represents an evolutionary process rather than a mere matter of preference. To shed light on this topic, BuildingandInteriors got in touch with Chandan Agrawal, CEO – Eternia (Hindalco), Aditya Birla Group and a visionary leader shaping the fenestration industry with Eternia’s innovative certified aluminium window solutions.
In this interview, Chandan Agrawal provides valuable insights into the advantages of aluminium in tropical climates and its increasing adoption by Indian players. Furthermore, he discusses Eternia’s progress in the Indian market, its initiatives to address industry challenges, and the company’s unwavering commitment to sustainability.
B&I: How do you see the whole debate in fenestration on aluminium versus the other systems?
Chandan Agrawal: The choice of material for windows is not a matter of debate, but rather an evolution, especially in the context of tropical climates. Globally, aluminum has emerged as the preferred material for windows. You can see the same evolution panning out in India as well, with several Indian players from other material segments moving towards Aluminum.
India’s climate context is changing – ranking 4th in the world, in terms of number of cyclones.
Aluminum has demonstrated, tested, and certified performance against heavy winds and cyclones, making it ideal for high-rise and large expansive windows. Additionally, aluminum is an endlessly recyclable material, making it a sustainable choice. With increasing concerns about the ecological impact of construction materials, the recyclability of aluminum plays a significant role in reducing waste and conserving natural resources.
Irrespective of the material, it is the accountability of market leaders to serve all segments of the market. This will happen as the market evolves. Customers should be able to choose certified windows for specific applications based on their affordability.
B&I: Aluminium as a material has traditionally been with the unorganized market. Then, we had some specialized multinationals which operated in the upper-end of the market. As an Indian aluminium major, how do you see Eternia’s progress in this environment?
Chandan Agrawal: The window market is valued at Rs. 20K crore but <10% of this market is organized. Less than 2% of houses in India have tested and certified windows. Most players have remained sub-scale, catering to a small segment while the majority of the market continues to be unorganized.
There are some structural issues which have hindered the growth of the organized market. These include lack of product and quality standards, lack of trust and transparency, and a lack of last-mile product integrity. As part of the Aditya Birla Group, Eternia’s focus and intention is to shape the environment to address these challenges.
Eternia’s approach
Eternia and other design integrity-conscious players founded the industry’s first association for Aluminum fenestration solutions players – ALFFA. We, along with industry participants, collaborated with IIT Delhi to support the efforts to rewrite the 1961 BIS product standards for windows. These proposed standards level the playing field for quality-conscious players, protecting the interest of consumers against spurious products that are unsafe, as they don’t meet design standards. These standards don’t imply expensive windows; they just increase transparency for real estate builders and end consumers. Eternia by Hindalco provides a full-stack product portfolio and solutions for every price segment of the Indian market for certified aluminium windows.
Testing and certification also play a crucial role in building trust and transparency in the market. To address this, Eternia has introduced a WiWA (Wind Water Air) score. It focuses on three essential aspects that windows protect homes from strong winds, water leakage, and air leakage (impacting noise and energy efficiency). Inspired by the rating systems used in air conditioning, the WiWA score simplifies window performance for end consumers. By creating awareness and demand for tested and certified windows, the industry will move towards better and more reliable products.
Even when it comes to fabricators and last-mile installers, we’ve noticed they are not fully skilled. In addition, they operate at a micro-scale. Eternia recognizes this challenge and has implemented extensive training programs, design controls, and a last-mile quality check process. We stand behind the quality of our installed windows, as evidenced by the warranty issued by Eternia to all customers.
B&I: In your opinion, what are the top challenges in doing pan-India business in your category?
Chandan Agrawal: When considering the PAN-India business landscape, several significant challenges may be encountered by businesses. These challenges arise due to the vast and diverse nature of India as a country.
#1 High market width and product variants
The main challenges of doing any PAN-Indian business is the high market width. India’s diverse demography and regional design preferences result in a wide range of product variants which lead to increased inventory, longer timelines, and reduced productivity. To address this, we, at Eternia, have developed a modular design approach, drawing inspiration from the platform thinking used in the automobile industry. This enables us to cater to the diverse needs of the Indian market while maintaining internal productivity.
#2 On-time delivery and project completion
Timely delivery is crucial in our industry. At Eternia, we have invested in unmatched manufacturing capabilities, including four extrusion plants and multiple partner fabrication setups, strategically located closer to the end customers. We benefit from Hindalco’s existing warehousing infrastructure which offers us scalability in the future. This infrastructure allows us to ensure on-time and in-full delivery. What sets us apart is that we are the only player in the country that is fully integrated, covering the entire value chain from bauxite mining to the installation of windows. This vertical integration helps us maintain control over the supply chain, ensuring seamless flow of materials and finished products. Further, we also have a dedicated project management team that specialize in handling large projects and ensure effective coordination, timely execution, and adherence to quality standards to meet the expectations of our marquee customers.
#3 Supporting MSMEs/SMEs/Micro-entrepreneurs
The industry is largely unorganized, so a lot of our ecosystem partners are MSMEs/SMEs/micro-entrepreneurs. At Eternia, we believe in growing together with our partners. To support them, we have curated a special training program called “Project Mashaal.” This program focuses not only on upskilling but also on “upscaling” our partners. It covers various aspects of manufacturing excellence including things like safety, plant layout, planning, inventory management, people management, etc. By investing in the growth and development of our partners, we strengthen our overall distribution infrastructure and ensure a consistent level of quality and service throughout the country.
B&I: Tell us about your pre-sales, installation and after-sales high-points which make your proposition compelling.
Chandan Agrawal: Eternia truly believes in differentiating itself from its competitors by offering distinctive products to customers. The key features that set our products apart are:
#1 Duranium
Hindalco’s engineers have invented Duranium, a specially formulated aluminum alloy that provides higher strength compared to traditional materials. This innovation enables us to create larger, sleeker, and stronger windows capable of withstanding cyclones and other extreme weather conditions. The durability and robustness of Duranium ensure that our windows deliver long-lasting performance and peace of mind to our customers. Duranium is a patented alloy exclusive to Eternia Doors and Windows.
#2 WiWA score
Another factor that sets Eternia aluminium solutions apart is our WiWA score. All our windows undergo rigorous testing and certification for wind, water, and air resistance, adhering to international standards. These three factors are crucial for protecting homes. By ensuring our windows meet the highest standards of resistance from these forces, we provide customers with windows that offer optimal performance, comfort, and energy efficiency. Prior to suggesting windows to customers, our experts assess the optimum WiWA score and recommend window options that suit their specific needs and preferences. WiWA score matches window specs to applications e.g., bathroom windows need not be expensive, while balcony windows are large, thus need to provide safety from wind loads. This balances budgets for our customers.
#3 ForeSense AR tool
In this rapidly evolving digital era, we also take pride in being the world’s first company in the industry to introduce the ForeSense augmented reality (AR) tool. This innovative tool revolutionizes the window selection process. By answering five simple questions, customers can use ForeSense to visualize and experience how different windows will look and function in their homes. This interactive experience, accessible from the comfort of their homes, empowers customers to make informed decisions and choose the right windows for their specific requirements.
#4 Rigorous QC
While the aforementioned points highlight the strength of our products and offerings, at Eternia, we understand that the moment of truth for our customers lies in the installed window. To ensure highest quality standards, we have implemented a rigorous last-mile quality check process. This ensures that Eternia windows are installed correctly and perform as expected. Additionally, we offer a best-in-class warranty to provide our customers with peace of mind. In the rare event of any issues, we have a dedicated customer support team ready to promptly assist and resolve concerns.
By offering strength, performance, interactive visualization, and reliable support, our aim is to exceed our customers’ expectations and create lasting relationships.
B&I: How does Eternia approach sustainability in its products and manufacturing processes?
Chandan Agrawal: At Hindalco, sustainability is of utmost importance, and we take pride in our No. 1 ranking on the Global sustainability index (Dow Jones Sustainability Indices 2021). Eternia, as part of the Hindalco family, shares the same commitment to sustainability. We are proud that all our products are IGBC Green Pro certified, showcasing our dedication to lower environmental impact and our contribution to enhancing the performance of Green Buildings.
Eternia premium products and solutions are crafted using Duranium – a World’s First aluminium alloy which is endlessly recyclable and enables us to achieve a low air permeability score across all our products. This ensures minimal energy leakage without compromising on strength and safety.
In addition to our focus on recyclability, we pay special attention to the materials used in our bought-out components. We select materials which are recyclable, further supporting our sustainability goals.
At Eternia, we are committed to creating products that not only meet the highest quality standards but also align with our vision of a greener and more sustainable future.
