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.