AB's Crown Jewel!

Aditya Birla's Indriya launches 8 stores in 8 weeks, aims to conquer India's Rs 6.7 lakh crore jewelry retail market

- NANDINI BANERJEE

When the Aditya Birla Group announced their ambitious entry into the Indian jewelry retail market, they didn't just open stores - they set out to revolutionize the industry. The newly launched brand, Indriya, is poised to redefine luxury jewelry in India. With its deep roots in Sanskrit, Indriya is a tribute to the five senses.

At the heart of this brand lies a beautifully symbolic insignia - a Female Gazelle. It's a fitting metaphor, representing the beauty, grace, and agility of a woman. More than just a design element, this gazelle is the essence of Indriya, a brand committed to celebrating and empowering the wearer. As Sandeep Kohli, CEO, Indriya, explains, "Jewelry as a category is transitioning from mere investment to a statement. Our proposition is built on perceptible differentiation, distinctive designs, personalized service, and authentic regional nuances."

A Bold Entry into a Competitive Market

Indriya was officially launched just a few months ago, but its impact has already been felt. The Aditya Birla Group, a giant in various sectors, has made a grand entrance into the Rs. 6.7 lakh crore Indian jewelry market with a bold strategy backed by a monumental investment of Rs. 5,000 crore.

Kohli remarks, "This statement shows the kind of scale that we want to build as a jewelry business. The group always aims to be in the top three of any industry they enter."

The group opened its first set of stores in July with simultaneous launches in key cities - two in Delhi, one in Indore, and one in Jaipur. Since then, the brand has rapidly expanded, opening a total of eight stores in just eight weeks. Locations now include Ahmedabad, Pune, Mumbai, and Delhi, highlighting its commitment to establis a strong retail presence across India.