Direct to Consumer E-commerce: How to Get It Right - AI109
Closed captions in English, French, and German can be accessed in the video player.
Senior Vice President - Head - Digital Platforms , Aditya Birla Group
CEO & President, Eternia, A venture of Hindalco Industries Limited
Senior Sales Director, Enterprise Commerce, APAC, Adobe
About the session
Today, a new generation of disruptive brands are shaking up retail: direct-to-consumer e-commerce companies that build, market, sell and ship their products themselves. But it’s not just new businesses that are pivoting to this approach. Even traditional brands are reinventing themselves and opening new streams of revenue. A successful example of this transition is Hindalco Industries Limited, the flagship company of the Aditya Birla Group. As the world’s largest aluminium rolling company and among the top-5 aluminium majors, Hindalco diversified into D2C with its Eternia brand, bringing aluminium windows directly to consumers. Chandan Agrawal, Eternia’s CEO and president, and Priten Bhadrakumar Bangdiwala, senior vice president and head of digital platforms and IT-led business transformation at Aditya Birla Group, discuss how business and IT partnered together to make this pivot to D2C.
Track: Digital Commerce
Industry Focus: Advertising/Publishing, Automotive, Commerce, Consulting/Agency, Consumer Goods, Education, Financial Services & Insurance, Government, Healthcare/Lifesciences, High Tech, Manufacturing, Media & Entertainment, Professional Services, Retail, TV/Broadcast, Telecommunications, Travel & Hospitality, Distribution/Wholesale
Technical Level: General Audience
Presentation Style: Case/Use Study
Session Type: Session
Audience Type: Business Analyst, Developer, Digital Analyst, Digital Marketer, IT Architect, IT Executive, Marketing Executive, Commerce Executive, Data Scientist, Optimization Manager, Web Marketer, Commerce Marketer, Web Analyst, Operations/COO, Project Manager, UX/UI/Web Designer
Business Type: B2B, B2C, SMB
This content is copyrighted by Adobe Inc. Any recording and posting of this content is strictly prohibited.
Tools & resources
Adobe CommerceLearn more
Customer Success Presented by Cheil Worldwide
Samsung boosts conversions by +23% with Adobe Target