Aditya Birla Group launches jewellery brand

First stores open in MG Road, Indore

Indore, 2024: Aditya Birla Group Chairman, Mr. Kumar Mangalam Birla, yesterday announced the launch of the Group’s jewellery retail business, marking the Group’s foray into the rapidly expanding Rs.6.7 lakh crore Indian jewellery market. This strategic move marks another significant milestone as the Group strengthens its consumer portfolio, leveraging its strong brand equity and deep market insights. The jewellery business, launched under the brand Indriya, aims to secure a position among India’s top three jewellery retailers over the next 5 years. This ambitious venture is backed by an unprecedented investment of Rs 5,000 Cr, underscoring the Aditya Birla Group’s commitment to revolutionising the jewellery retail landscape in India.

The Aditya Birla Group opened four stores simultaneously, two in Delhi, one in Indore and one in Jaipur.

The brand name Indriya has its origin in Sanskrit, a language which is synonymous to the rich Indian culture. Simply put, Indriya translates to ‘belonging to Indra’, the God of devas, embodying strength and the power of the five senses, the senses which drive our consciousness, make us feel & explore the world around us, define our being! The beautiful brand insignia is a Female Gazelle, which is a metaphor for the senses and epitomizes the beauty and grace of a woman.

Indriya is less about who we are and more about how we make her feel, she is the inspiration and her love for jewellery is what the brand celebrates everywhere, everyday, across every touch point. The brand experience will indulge your senses in more ways than one and make your heart sing “dil abhi bhara nahi”!

Crafted with love, each piece is a masterpiece reflecting the spirit of Indian craftsmanship with over 16000 exquisite designs.

Commenting on the launch, Mr. Kumar Mangalam Birla, Chairman, Aditya Birla Group, said, “The Indian consumer is rapidly coming of age and India is perhaps the most promising consumer cohort globally. This year, we have redoubled our bet on the dynamism of the Indian consumer, by launching two major new consumer brands – in paints and jewellery. Entering the jewellery business is compelling due to the ongoing value migration from informal to formal sectors, the rising consumer preference for strong, trusted brands, and the ever-booming wedding market, all of which present substantial growth opportunities. He added, “This foray is a natural extension for the Group which has been in the fashion retail and lifestyle industry for over 20 years. The robust competencies that we have homed in retail, design and brand management will serve as pillars for our success.”

Mr. Dilip Gaur, Director, Novel Jewels said, “Through Indriya, we are poised to redefine standards in creativity, scale, technology, and customer experience in the jewellery sector. It is built on the understanding that each piece of jewellery tells a unique story of craftsmanship. The distinctive product, exceptional customer experience and immersive buying journey are ultimately enablers to unlocking self-expression via jewellery. Our product fuses timeless craft but reimagines contemporary designs. Our regional selection celebrates unique backgrounds but opens them up for discovery across other cultures”.
Mr. Sandeep Kohli, CEO of Novel Jewels, said, ” Jewellery as a category is transitioning from mere investment to a statement. Our proposition is built on perceptible differentiation, distinctive designs, personalized service, and authentic regional nuances. At the heart of Indriya’s offering is the innovative Signature Experience with exclusive lounges. Customisation services with in-store stylists and expert jewellery consultants promises to elevate all the five senses and create an unparalleled shopping journey. Our best-in-class digital front end will create a seamless experience across digital and physical touchpoints and herald the new age in jewellery retail.”

The Indriya store is distinctive in its own ways. It could be an atelier, where a discerning bride-to-be is bedecked with the finest jewels, for her to find the perfect fit. It could be a studio, where a personal stylist curates pieces to match your personality and style. It could be a courtyard, a workshop, an occasion in itself. The Indriya store is an enchanting exploration to remember. The Indriya store is all this and so much more.