Indriya, the jewellery brand of Aditya Birla Jewellery, has introduced a new natural diamond selection framework centred on light performance, with the company stating that only one in five natural diamonds qualifies under its internal standards. The announcement was made on June 24 in Mumbai.

According to the company, the evaluation process extends beyond conventional grading parameters by assessing how effectively a diamond reflects, refracts and returns light. The selection criteria focus on three aspects of light performance — brilliance, fire and scintillation — to determine visual appearance and sparkle. Indriya also stated that it uses near-colourless F-H-G diamonds and high-clarity tables as part of its selection process.

To support the initiative, the retailer has introduced SparkleScope, an in-store technology designed to help customers evaluate a diamond’s sparkle and compare its light performance during the purchase process. The company said the tool is intended to improve transparency and consumer understanding of diamond quality.

Commenting on the development, Sandeep Kohli, CEO, Indriya, said, “The diamond industry is evolving, and innovation is the need of the hour. For decades, quality assessments have focused on the 4Cs, but ultimately customers fall in love with a diamond that sparkle the brightest. It is the first thing they notice, the quality that instantly captures attention, and the reason a diamond feels truly special. At Indriya, we are bringing sparkle to the forefront, by offering a more visible, intuitive and consumer-first way to evaluate diamonds, while setting a new industry benchmark.”

Rajendran Ganapathy, Head of Supply Chain at Indriya, added, “At Indriya, we started with a simple belief: if sparkle is what customers cherish most, it should also be the defining benchmark of our diamond selection process. Indriya handpicks only 1 out of 5 diamonds available in the market to ensure that our customers get the most sparkling diamonds.”

The company said it currently operates more than 80 stores and offers over 32,000 jewellery designs across categories. It is supporting the initiative with its “Sparkle Like No Other” campaign featuring brand ambassador Aditi Rao Hydari.