From Metal to Meaning: Reimagining Hindalco’s Digital Identity Through UX

The challenge

The Gap Between Reality and Perception

Hindalco is a global giant—powering bullet trains, EVs, defence, home solutions and more. But their website told a different story. Designed in 2016, it followed the best practices of its time, but the digital landscape had evolved. The site needed to reflect Hindalco’s current brand, business growth, and impact.

• Product-focused and with limited brand storytelling
• Outdated UX and conventional design
• The website didn’t reflect the growth of the business and brand
• The company’s scale, innovation, and sustainability impact were hard to discover
• Stakeholders couldn’t grasp Hindalco’s true relevance and global footprint

It wasn’t just a design problem. It was a perception problem.

Our approach

Deep UX Research that Sparked a Repositioning

Using TIC’s proprietary 5D Framework, we conducted UX audits, and interviewed internal and external stakeholders and mapped user journeys. We found two clear opportunities:

1. Reposition Hindalco from a metal supplier to a solution provider and a global enabler of progress.
2. Create a narrative-first experience that puts impact, scale, and innovation front and center.

Solution

A Website that Tells and Scales

Experience-first Design:

• Visual hierarchy that now drives storytelling, ensuring users are guided through a clear and engaging narrative
• A human-first content strategy brings sustainability and community stories to the forefront.
• Sector-specific narratives like bullet trains, defence, space, packaging, and building and construction solutions bring relevance and scale
• Micro interactions, scrolling stories, and modern iconography improve flow

Streamlined Information Architecture:

• Businesses and industries clearly mapped in the navigation
• Content is now structured for quick scanning and faster access
• Investor-first section designed for SEBI compliance and ease of use

Customised TIC CMS + Scalable Backend:

• Backend that enables lead capture
• Custom dashboards for internal teams to track and act on updates
• Empowered content teams to own updates across pages