Hindalco is a metal manufacturing company, part of the Aditya Birla Group business conglomerate founded over 100 years ago in India. While a metal business typically operates in the B2B space, it launched its B2C operations – Eternia – with the help of digital technology.
At the virtual Adobe Summit 2021, Chandan Agrawal, president and CEO, Eternia, and Priten Bhadrakumar Bangdiwala, SVP and head of digital platforms, Aditya Birla Group, shared how the company used digital to enter a cluttered and unorganised category during a session moderated by Damon Scarr, senior sales director, enterprise commerce – APAC, Adobe.
Bangdiwala said Adobe...