Indriya

Rooted in Sanskrit, Indriya signifies strength and the power of the five senses—elements that drive our consciousness and shape our experiences. The brand's insignia, a graceful Female Gazelle, symbolises the senses and epitomises feminine beauty and elegance. Indriya is not just about our identity; it’s about celebrating the profound love women have for jewellery. We strive to create a sensory experience that resonates deeply, making every moment unforgettable and ensuring that “dil abhi bhara nahi” (the heart still longs for more).

Key Objectives

Revolutionising Jewellery Experiences: Indriya aims to be the "New Age Jewellery" brand that transforms the jewellery experience for every Indian. With a projected 50% CAGR and 3x the industry growth over the next decade, we aspire to become one of the top three jewellery retailers within five years and potentially the largest direct-to-consumer retailer under Aditya Birla Group. Jewellery is not just an object of desire but a marker of a woman’s identity, representing status, love, personal style, and self-expression.

Market Potential

The Indian gems and jewellery industry is a vital part of the national economy, contributing 8% to India’s GDP and employing over 5 million skilled workers. The market, valued at INR 4.7 trillion in FY2023, has experienced a growth rate of nearly 10-15% annually over the past two years.

Investment and Expansion

• Investment: Aditya Birla Group is investing approximately INR 5000 crore into the branded jewellery retail sector.
• Expansion Plan: Indriya will initially launch large stores with an extensive range of designs for all occasions. Its debut includes the simultaneously opening of four stores on July 27 in Delhi, Indore, and Jaipur—an unprecedented move in the Indian jewellery retail space. It also plans to expand to over 10 cities within the first six months of launch.

Contribution to ABG's Vision

Indriya is set to redefine the jewellery industry by enhancing the consumer buying experience and establishing a comprehensive destination for all jewellery needs.

• Trust and Excellence: Aditya Birla Group’s reputation for high-value jewellery items ensures reliability and quality.
• Innovative Designs: Indriya offers over 5000 exclusive designs and 500 modular jewellery pieces, adaptable for various occasions.
• Patented Ergonomics: Indriya is focused on user convenience and delight