Mumbai – Jewellery retailer and brand Indriya (by Aditya Birla Jewellery) has introduced a new national bridal campaign timed for India’s wedding season, showcasing four regionally-inspired collections tailored to local cultural motifs and bridal aspirations. 
The collections address key wedding markets across India:

Anantara (for Andhra Pradesh, Telangana, Karnataka) draws on Dravidian temple sculpture and Hoysala architecture, with three layers themed around Garuda Haar, Ganesha Puliguru Haar and Lakshmi Bottu Mala. 

• Padma Ranjini (Rajasthan) interprets the architectural legacy of the City Palace’s Padma Gate, lotus motifs, Pichwai art, elephants and peacocks, jadai work and talismanic motifs. 
• Rajashree (Maharashtra) reflects royal craftsmanship of the region: features include the Chandrakor Tilak, Simha motif and the Saaj Haar referencing dharma and regional symbolism. 
• Raasvi (Gujarat) encapsulates Gujarat’s vibrant heritage via temple-carving-inspired pendants, toran motifs, Kalighati and Pankhi details across a three-layer set. 

According to Sandeep Kohli, CEO of Indriya, “With these collections, we are honouring the rich heritage of our country, bringing its culture to life through jewellery inspired by its regal artistry. Our aim is to deepen Indriya’s connection with brides who cherish authenticity and craftsmanship.” 

Shantiswarup Panda, Head of Marketing & Visual Merchandizing, commented that “the day of marriage across Indian sub-cultures remains the purest expression of one’s culture … Every woman cherishes a dream of being a bride of a certain kind … These collections bring dreams to life through rich storytelling that blends heritage with individuality.” 

Design Head Abhishek Rastogi added, “Our vision was to capture the soul of India’s heritage through design. These collections blend traditional craftsmanship and contemporary elegance, with intricate kaarigari that showcases the skilled artistry of their regions.” 
For retailers and manufacturers, the campaign signals the growing importance of region-specific bridal inventory, storytelling-led displays and culturally rooted design as differentiators in India’s bridal jewellery segment.