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Driven By Increased Product Quality Awareness, We Anticipate A 15-20% Increase In Our Category Growth In FY25: Nehal Bazari

In her interaction with Marketing Mind, Nehal Bazari, Head of Marketing, Eternia, spilled the beans on how the latest brand from Hindalco (Aditya Birla Group) came into being due to rapid urbanization, how Eternia is not just a revenue generator but a brand enhancer for Hindalco, its marketing strategy and the plan to expand in tier II markets of India, over and above its current target audience which comprises upper-middle-class and HNIs.

| Published on June 11, 2024

Driven By Increased Product Quality Awareness, We Anticipate A 15-20% Increase In Our Category Growth In FY25: Nehal Bazari

Launched as a brand under Hindalco to address a burgeoning market need for premium, high-quality aluminium fenestration solutions in India, the launch of Eternia, the latest product offering from Hindalco (Aditya Birla Group), was fueled by rapid urbanization and increased awareness among consumers about the benefits of using advanced, durable, and aesthetically pleasing building materials.

Speaking to Marketing Mind on the same, Nehal Bazari, Head of Marketing, Eternia, said, “As a young brand at the Aditya Birla Group, Eternia leverages Hindalco’s world-leading expertise in aluminium and its innovative prowess to deliver cutting-edge, sustainable products tailored for modern Indian consumers. And in terms of its role within Hindalco, Eternia is a strategic extension that taps into the consumer-facing segment of the market, providing value added products.”

“Eternia ticks not only as a revenue generator but also as a brand enhancer that showcases Hindalco’s versatility and its ability to innovate in consumer-oriented markets,” she added.

With this, she also pointed out that since the brand is a relatively new player in the fenestration market, Eternia is currently investing in marketing, strategically, to build brand recognition and consumer trust.

“Our advertising spends are designed to support aggressive market penetration and creating a retail footprint where consumers and architects can experience our products. Eternia is positioned as a key player within Hindalco’s portfolio, with substantial resources earmarked towards growth and visibility in the competitive fenestration market,” she added.

Focusing on three core pillars, namely- innovation, quality, and performance, Eternia caters to both B2B and B2C audiences which includes architects, builders and developers which can potentially influence larger project decisions and become long-term partners of the brand as well as affluent homeowners looking for high-quality, aesthetically pleasing, and durable fenestration solutions.

For reaching out to the first set of audiences, she mentioned that the brand does so by targeted advertising in trade magazines, participation in industry expos, and direct engagement via its sales teams who provide detailed product presentations and demonstrations.

As for affluent homeowners, she stated that Eternia reaches out to these consumers through digital marketing- social media, SEO, and online ads- as it helps the brand highlight the design and functional benefits of the brand’s products alongside retail/brand store experiences.

Having said that, Bazari also underscored that while Eternia has evolved from a new market entrant to one of the recognized industry leaders in the system windows segment, the brand anticipates significant category growth this fiscal year, estimating an increase of 15-20% driven by rising awareness of product quality and the benefits of sustainable construction materials.

Upon being questioned on the brand’s short and long term objectives, she replied that while the primary goal for the brand as of now is to deepen its market penetration in focus markets and enhance brand visibility and consumer education on the advantages of premium fenestration products, Eternia is committed to achieving sustainable growth by continuing to innovate and lead in the fenestration industry in the long run.

“We plan to expand our reach into tier II markets, carefully tailoring our marketing efforts to resonate across different demographics. Our ongoing mission is to reinforce our leadership in performance, maintaining our unique certifications and pioneering new standards in the aluminium system windows segment,” she said.

During the course of the interaction, she also highlighted that since one of the major challenges for the brand today is that of traditional consumer preferring local, often unverified products, due to cost concerns, educating the market about long-term benefits and cost-effectiveness of investing in high-quality, certified products like that of Eternia is utmost essential.

Additionally, what also poses as a significant hurdle is that the market today is fragmented with many unorganized players leading up to a complicated standardization and direct product comparison.

“From a marketing perspective, increasing brand visibility and convincing consumers to switch to aluminium system windows in a market dominated by non-tested and non-certified products is a significant challenge. Our strategies need to effectively communicate the superior quality, safety benefits, and advanced designs of our products. Also, because Eternia targets upper-middle-class to HNI consumers involved in building or renovating homes, it is essential to understand that this particular demographic values aesthetics, performance and sustainability and therefore the opportunity to also engage architects, builders, and developers who can in turn influence material choices in larger projects,” she said.

As a result of all the aforementioned factors, Bazari elaborated that the brand’s overall media mix today entails a blend of digital channels, including social media platforms, search engine marketing (SEM), and programmatic advertising, alongside traditional mediums such as print media, including industry-specific magazines and publications which cover construction and architecture sectors.

“Digital advertising takes a significant share of our ad budget due to its efficiency and measurable impact for it allows us to opt for targeted outreach and data-driven decision-making. We invest in SEO and content marketing to improve our organic reach, while paid digital campaigns on platforms like Google and Meta are designed to generate leads and increase brand visibility. Similarly, print media helps us get the desired visibility and credibility in the construction and architecture sector and complement our digital efforts, ensuring comprehensive market coverage,” she explained further.

Stemming from the brand’s USP of WiWA Certified Products which represents Eternia’s tested resilience against elements such as Wind, Water and Air via a scoring mechanism developed in association with the Indian Institute of Technology- Delhi, she also pointed out that the brand resorts to using digital platforms, including its own AR/VR tool- Foresense to demonstrate the practical benefits of the products and the aesthetic possibilities with Duranium for it not only helps in enhancing the brand’s visibility but also deepens consumer trust and loyalty.

Enlisting some of the prevalent trends of the fenestration industry, Bazari opined that the industry in the past couple years has been witnessing significant changes such as the shift towards sustainability, a preference for minimalist aesthetics and higher adoption of aluminium system windows over wood and uPVC.

“There’s a growing demand for products that offer wider views, sometimes completely concealing the window profile, like our seamless luxury windows. Hence, Eternia is actively responding to these trends by pushing the envelope in material science with our proprietary Duranium alloy, which allows us to design windows and doors that are not only strong and durable but also feature sleek profiles that cater to the minimalist trend. Our commitment to sustainability is unwavering, with all our products designed to be as energy-efficient and environmentally friendly as possible, reflecting our dedication to reducing our ecological footprint,” she concluded.

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