Aditya Birla Group’s jewellery brand Indriya is rapidly expanding its footprint in India’s Rs 7-lakh-crore jewellery market. Since its launch in July 2024, the brand has opened 22 stores across 11 cities and aims to scale up to 100 outlets by the end of FY26
With Rs 5,000 crore earmarked under the group’s Novel Jewels vertical, Indriya is positioning itself to become one of the top three players in the industry within five years.
The brand’s stores are 30–35% larger than the industry average and feature dedicated bridal lounges, contemporary design elements, and digitally enabled shopping experiences. Sales consultants undergo a rigorous three-week training programme covering jewellery and styling.
Despite a recent 25% decline in gold jewellery demand due to soaring gold prices—now nearing Rs 1 lakh per 10g—Indriya continues to pursue long-term growth. In 2024, India surpassed China to become the world’s largest consumer of gold jewellery, with demand reaching 563.4 tonnes.
Indriya’s in-house team develops 80–85% of its designs, which are updated frequently and highlighted through visual merchandising and social media. The brand also collaborates with local artisans to blend traditional techniques with modern design sensibilities.
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