Hindalco Industries Ltd., part of the Aditya Birla Group, has launched its flagship Eternia experience centre in Lajpat Nagar, New Delhi, strengthening its engineered aluminium window business. The move complements the company’s Bilaspur facility, providing high-capacity manufacturing and integrated R&D capabilities to support North India demand.

Eternia, a fast-growing system aluminium windows brand, has recorded nearly 65% CAGR over three years and targets ?1,000 crore revenue by FY29. Operating through 170+ channel partners across 100+ cities, Eternia serves homeowners, architects, and developers across residential, commercial, and high-rise projects.

The product leverages Duranium™, a patented aluminium alloy 40% stronger than conventional materials, and features the WiWA window scoring system for wind, water, and air performance, meeting Indian BIS and global standards.

Satish Pai, MD, Hindalco, said the launch represents a shift from fabrication-led windows to precision-engineered solutions, combining proprietary materials, rigorous testing, and integrated manufacturing scale. The Lajpat Nagar centre offers an immersive showcase for architects, developers, and homeowners to explore design, performance, and customisation options.

The Bilaspur facility spans 120,000 sq. ft., producing up to 250,000 sq. ft. of windows monthly, and includes an R&D and training centre to upskill installers. This expansion strengthens Hindalco’s end-to-end aluminium value chain, enhances delivery efficiency, and supports long-term growth while generating over 300 jobs.