Changing the lens can make a big difference

"The timing is perfect," says Sandeep Kohli, CEO of Indriya, arguing against any suggestion of being a late entrant in the jewellery market.

He says Indriya has swiftly established itself in the industry by combining innovative retail approaches with a keen understanding of consumer preferences. In this interview, Kohli talks to Pallabi Dey Purkayastha about what it takes to stand out in a rapidly crowding category. Edited excerpts:

As a late entrant, what are your expectations for the brand? Our goal is to establish Indriya among the top three players in the organised jewellery industry. This sector contributes nearly 7% to India's GDP, and as India moves towards becoming a $10 trillion economy, jewellery will play a significant role. Beyond profitability, we aim to bring freshness to this traditional industry with innovative designs and experiences.

The jewellery industry has immense untapped potential, and we believe Indriya can be a catalyst for further transforming this space. The market itself has matured, with a clear shift toward organised players who can offer quality, trust, and a superior customer experience. This is precisely where Indriya fits in. We are not just entering the market; we are reimagining it for today's discerning customers who seek both tradition and innovation in their jewellery.