Indriya: A New Era of Elegance in Fine Jewellery

It’s delicate, it’s bold.
It has beauty, it has strength.
It exudes power, it exudes grace.
It awakens the senses and stirs the soul.
It is Indriya, the retail jewellery brand of Aditya Birla Group. 

With a focus on catering to new-age customers who demand unique designs and a refreshing buying experience, Indriya is marching towards its goal of ranking among the Top 3 jewellery brands in the organised market in India. 

The jewellery industry, which is currently valued at about Rs 6 trillion – Rs 7 trillion, has immense untapped potential. And the Group believes that Indriya can be a catalyst for further transforming this space as there is a clear shift toward organised players who can offer quality, trust, and a superior customer experience. This is precisely where Indriya fits in as it reimagines jewellery for today’s discerning customers who seek both tradition and innovation in their collection.  

From the first gaze, all jewellery designs by Indriya are crafted to stir the soul and enchant the senses. The bouquet of 15,000 curated and 5,000 exclusive designs reflect exquisite craftsmanship, love and comfort that bring back the joy of donning jewellery. The designs are an ode to India, celebrating the harmonious blend of India’s rich traditions and modern living. Indirya also has a dedicated in-house design team which is responsible for 80% of its designs. 

This experience cascades to the retail store too. Every jewellery consultant is equipped with a tablet to assist customers with information, selection, and purchase. In-store stylists leverage technology to offer personalised recommendations, enhancing the overall experience. Indriya is also exploring innovations such as augmented reality for virtual try-ons and AI-driven tools to predict customer preferences, ensuring a cutting-edge retail experience.  

Special bridal studios adorn the larger Indriya stores and a wedding lounge within each store where consumers can try their jewellery with their outfits in private -- the innovations will continue, because consumers will always say ‘dil abhi bhara nahin.’

The pace at which the brand aspires to grow is evident, it is already present across eight cities with 19 outlets. In fact, the brand intends to launch 100 stores in under two years. For Aditya Birla Group, Indriya marks a significant milestone in its journey as it diversifies the consumer portfolio.