Hindalco Industries, the Aditya Birla Group's metals flagship, has rebranded itself as an advanced materials solutions provider, moving beyond aluminium and copper production.

With a commitment of INR 45,000 crore towards engineered solutions, Hindalco is evolving from a supplier of raw metals to a co-creator of high-value innovations.

This transformation aligns with India’s vision for 2047, focusing on e-mobility, electrification, renewable energy, advanced electronics, and defence. Embracing its new mission, ‘A Force for Good’, Hindalco builds on 65 years of industrial leadership, shaping everything from infrastructure to automotive and aerospace advancements.

A global leader in flat-rolled aluminium and recycling through its subsidiary Novelis, Hindalco now aims to establish the same reputation in India. 

Investments in copper foil for EVs, lightweight battery enclosures, and speciality alloys highlight this shift. While staying true to its core metal production, Hindalco is pushing boundaries to drive innovation, sustainability, and India’s industrial future.

Manifest spoke with Nilesh Koul, senior president and CEO, downstream aluminium business, Hindalco Industries, at the brand’s rebranding press conference about marketing strategies, communicating its new vision, adapting Novelis’ global success for India, and sustainable packaging solutions.

Edited excerpts: 

What inspired the new brand identity for Hindalco, and how does it reflect the company’s evolving vision and strategy?

We have always been recognised as a trusted supplier of aluminium and copper, and we are known for delivering quality and reliability. However, in recent years, our customers and the industry have been looking for more sustainable solutions. They want higher performance, but this often comes with cost trade-offs. Many did not realise that we could support them with design and material development, which slowed their progress.

Today, we see our role as a catalyst, helping customers bring their vision to life. Whether it is designing an electric vehicle that meets India's needs for efficiency, performance, and safety, or developing advanced materials for other industries, we want to be involved from the very start. Rather than simply providing materials, we are positioning ourselves as a solutions provider, helping businesses accelerate innovation.

Sustainability has become a key priority for our customers, and we have built the capabilities to support them across industries. From automotive and packaging to construction, our expertise in alloy production and precision engineering, including machining and welding, allows us to deliver complete, high-performance solutions.

What are the marketing strategies implemented for this rebrand? 

We are primarily a B2B organisation, so our message will reach customers directly. Many are already experiencing this shift. In the past, our conversations focused on selling a specific quantity of metal. Now, we are engaging with design and technical teams much earlier in the process. Our sales team, technical sales specialists, and R&D experts will serve as brand ambassadors, ensuring this message reaches our customers.

Events like today’s rebrand launch provide an opportunity to communicate this transformation. The most effective way to showcase our new approach is through real-world examples of stories of how we have collaborated with partners to create innovative solutions. There are plenty of such success stories, and we will highlight them.

Looking ahead, we plan to host thought leadership forums focused on key industries, covering topics such as the future of mobility and packaging. In addition, we will strengthen our digital presence, actively communicating our transition from a trusted materials supplier to a comprehensive solutions provider.

What does your marketing split look like? And which medium does the brand heavily focus on? 

Right now, we are focusing heavily on digital. Exhibitions also provide a great opportunity to create experiential touchpoints, and we are investing more in these interactive experiences. Within Hindalco, we are establishing Centres of Excellence for different industries, allowing for greater collaboration and engagement.

We will also have a presence in print media, but digital will remain our primary driver, especially as a B2B organisation. Our digital narrative will play a significant role in bringing this transformation to life. That said, we are not ruling out television. Some of our consumer-facing brands, such as Freshwrapp, Everlast, and Eternia, have the potential to feature in mainstream media as well.

Many of your new products serve as import substitutes. How does your marketing leverage the ‘Make in India’ narrative to drive preference for local manufacturing?

Customers are ultimately looking for benefits. Our role with our B2B partners is to ensure that we can produce high-quality materials and solutions within India and fabricate them locally. Many businesses are already shifting their value chains to India, and our priority is to give them the confidence that we can deliver the right quality sustainably, efficiently, and reliably. Our track record now speaks for itself, proving that companies can transition their value chains from places like China or, in some cases, even Europe to India.

For end consumers, the focus is on providing products that deliver the right benefits and performance. We are not simply replicating European designs and imposing them on the market. Instead, we are creating solutions that align with the needs and traditions of Indian consumers. A great deal of consumer research is currently underway to identify what truly sets our offerings apart.

Hindalco, through Novelis, is well-known internationally for value-added products. How do you plan to replicate that branding success in India?

Novelis is primarily a B2B brand with a strong global reputation, particularly in packaging. We gain valuable insights from its expertise, especially in recycling, and there is a significant cross-pollination of talent that helps us learn and evolve. However, we are also carving out our own identity by developing solutions and building closer relationships with customers. While we appreciate the legacy and influence of Novelis, we believe Hindalco is now respected in its own right.

The brand has several capabilities in sustainable packaging. What advice would you give to brands looking to take on this responsibility, and what challenges might they face along the way?

Let’s talk about FMCG packaging. The industry is at a crossroads. While brands want to adopt sustainable packaging, they must also ensure product performance. Whether it’s creams, toothpaste, or other categories, packaging needs barrier properties to maintain product durability.

We are working with them to develop truly recyclable aluminium solutions. Often, packaging carries a recycling symbol, but is it being recycled? Not always. As scrutiny increases, brands will need to prove their sustainability claims. Our focus is on creating solutions that combine efficiency, performance, and genuine recyclability. Aluminium cans, for example, have a global recycling rate of 80%, often completing a full cycle within 34 days.

We are already collaborating with major beverage companies. Globally, Novelis has partnered with Coca-Cola to redesign packaging, and in India, we are actively working with FMCG brands on a Non-Disclosure Agreement on similar initiatives.

What are the marketing trends that have worked well for the brand to scale? 

What works well is the experiential approach, where we can showcase applications rather than just talking about them. It’s about demonstrating what’s possible. Exhibitions are a key focus for us in this regard.

Additionally, conventions where we collaborate with partners to develop future technologies will be highly effective. Digital also plays a crucial role, allowing us to share multiple stories across social media, which we believe resonates well.

Hindalco with its revived identity aims to work across multiple segments. Hence, how do you strike the right balance between direct involvement and supporting MSMEs to develop the broader ecosystem?

We have to be very selective in deciding what Hindalco will and won’t do. We don’t want to take on everything in the value chain. There are MSMEs in this space, and we are clear that we will only enter areas where new technology is needed, where the necessary skills are not yet available in India, or where innovative design and sustainable solutions can be introduced. In those cases, we will step in. However, if we find partners willing to take on tasks like simple fabrication, we are happy to support and encourage MSMEs to do so. The key is to have clarity on what we want to focus on while also helping to develop the broader ecosystem.