BirlaNu, part of the CKA Birla Group, has launched its first Experience Centre in Vijayawada, Andhra Pradesh, marking a strategic expansion in South India.

Located at Mahatma Gandhi Road, Governorpet, the centre showcases BirlaNu’s portfolio across walls, floors, pipes, putty and construction chemicals through simulated real-world application displays. The format allows customers, contractors and architects to directly evaluate products before specification or purchase.

The company said the initiative addresses a long-standing gap in the building materials sector, where purchasing decisions are often driven by catalogues, distributor recommendations and pricing comparisons rather than hands-on product evaluation. The experience centre has been designed to provide a more practical understanding of product performance and application.

Akshat Seth, Managing Director and CEO, BirlaNu, said South India remains a strategically important market for the company, with Vijayawada emerging as a key location due to ongoing infrastructure and urban development linked to Amaravati and surrounding regions.

The move also aligns with BirlaNu’s broader South India expansion plans, supported by its Rs 1.27 billion fibre cement board manufacturing plant in SPSR Nellore district.