Aditya Birla Group enters jewellery market with ‘Indriya’

The Aditya Birla Group has officially entered the Indian jewellery market with the launch of its new brand, Indriya. Chairman Kumar Mangalam Birla announced the venture on July 26 in New Delhi, outlining the Group’s ambitious goal of becoming one of the top three jewellery retailers in India within five years. This strategic move is supported by a significant investment of ₹5,000 crore.

Indriya marks a pivotal moment for the Aditya Birla Group as it expands its consumer portfolio. Already a significant player in fashion retail and lifestyle, the Group intends to leverage its expertise in retail, design, and brand management to capture a share of the rapidly growing ₹6.7 lakh crore Indian jewellery market. Birla expressed confidence in this venture, stating that the Indian consumer is evolving and represents one of the most promising consumer markets globally.

The decision to enter the jewellery business stems from a shift towards formal sectors, a growing preference for trusted brands, and a booming wedding market, which presents substantial growth opportunities. Indriya will initially launch four stores in Delhi, Indore, and Jaipur, with plans to expand to over ten cities within six months. Each store will be over 7,000 square feet, making them 30%-35% larger than typical national brand stores. The brand will debut with 15,000 curated jewellery pieces, including over 5,000 exclusive designs, and introduce new collections every 45 days.

Dilip Gaur, Director of Novel Jewels, emphasized that Indriya aims to set new standards in creativity, technology, and customer experience. The brand’s unique Signature Experience will include exclusive lounges and customization services with in-store stylists. Sandeep Kohli, CEO of Novel Jewels, highlighted that jewellery is evolving from an investment to a statement of self-expression.

The name ‘Indriya’ derives from Sanskrit, symbolizing the five senses, while its logo—a Female Gazelle—represents beauty and grace. With Indriya, the Aditya Birla Group aims to revolutionize the jewellery retail landscape in India, catering to the increasing consumer demand for branded jewellery and unique designs.