Direct to Consumer E-commerce: How to Get It Right - ANZ258

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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

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