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, embodying the philosophy of crafting jewelry that awakens and delights every aspect of human consciousness.

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 the brand’s commitment to establishing a strong retail presence across India. Kohli adds, “We have the energy of a startup, to serve the Indian consumer with a fresh approach and modern sensibility. It's been eight weeks today, and within this time, we've successfully opened eight stores. We aim to open 10 more soon, bringing the total to 10 in 10 weeks. Our goal is to establish around 20 to 25 stores within the first year. We're learning a lot through the process as we continue to set up.”

Delhi: A Strategic Choice

Delhi, often regarded as India’s historical and political heart, is also a critical market for jewelry retail. Known for its appreciation of craftsmanship, the capital city offers a unique opportunity for brands like Indriya to engage with a discerning and culturally rich consumer base. “Delhi is a vibrant environment for jewelry retail, merging time-honored designs with modern trends,” Kohli notes. The city’s dynamic atmosphere makes it the perfect setting to showcase our exquisite artistry and innovative creations.

As Indriya continues its expansion, it aims to bring a sense of freshness to the Indian jewelry landscape. The brand’s stores serve as more than just retail outlets — they are experiences designed to delight the senses. “Our best-in-class digital front end will create a seamless experience across digital and physical touchpoints,” Kohli explains. “It heralds the new age in jewelry retail.”

A Celebration of Craftsmanship

One of the key pillars of Indriya is its celebration of Indian craftsmanship. With over 16,000 new designs in gold, polka, and diamond, the brand is committed to offering an unparalleled variety. This is not just jewelry for the sake of adornment — it’s a statement. Kohli shares, “We want to be a design-centric brand. More than 80 percent of our designs are curated by our in-house team. These aren’t just picked off the shelf — they are unique, thoughtful pieces that resonate with the modern consumer.”

What sets Indriya apart is its commitment to keeping things fresh. “We have a very fast rate of refreshment for our designs,” Kohli explains. “A design you see today might not be available 30 or 40 days later, because we continuously update our collections. This ensures that every time a customer walks into our store, they’re met with something new and exciting.”

This focus on freshness, combined with Indriya’s wide assortment of jewelry, ensures that there’s something for every occasion. Whether it’s daily wear, bridal wear, or a special occasion, Indriya offers an impressive range. “We are not just about diamonds, gold, or bridal jewelry,” says Kohli. “We cater to all needs and occasions, which is why we have such large stores with one of the widest assortments in the market.”

Redefining the Retail Experience

For Indriya, the retail experience is just as important as the jewelry itself. The brand has taken great strides to ensure that every customer’s journey is seamless, personalized, and unforgettable. From in-store stylists to expert jewelry consultants, the experience is tailored to elevate all five senses. “Our jewelry consultants are specially trained with a bespoke program on jewelry and craftsmanship,” Kohli notes. “They help consumers make better choices by truly understanding what they are selling.”

But the experience doesn’t stop there. The brand has incorporated cutting-edge technology into its retail stores, providing jewelry consultants with tablets to help customers discover and choose the perfect pieces. “We are using technology to bring delight to consumers in the retail experience,” says Kohli. This forward-thinking approach ensures that Indriya stays ahead of the curve in an increasingly digital world.

One of the standout features of the stores is the Bridal Lounge. This exclusive area provides a private, comfortable space for brides-to-be to choose their jewelry in a relaxed and personal setting. “For weddings, it’s a large, emotional purchase,” Kohli explains. “People want privacy, and we give them the chance to try on jewelry with the outfits they’ll wear on their big day. It’s a full experience.”

The Future of Indriya

Looking ahead, the Aditya Birla Group has set an ambitious goal for Indriya. With a vision to become one of the top three jewelry retailers in India within five years, the brand is well on its way to achieving that target. “The jewelry industry is massive, contributing 7 percent to India’s GDP and employing over 5 million people,” Kohli shares. “We are proud to be part of an industry that plays such a significant role in India’s economy.”

But more than just numbers, Indriya aims to make an emotional connection with its consumers. “Jewelry delights the senses,” Kohli says. “We want to take that to the next plane. We are here to offer new-age consumers a revolutionary jewelry experience.”

As the brand continues to expand, Indriya is not just looking to compete with other players in the market—it’s looking to lead. The brand’s innovative designs, personalized service, and forward-thinking retail strategy are setting a new standard for luxury jewelry in India.

At its core, it is more than just a jewelry brand, rather an experience, a celebration of craftsmanship, and a journey of the senses. With the Aditya Birla Group’s strong backing and visionary leadership, Indriya is on the path to becoming a major force in the Indian jewelry market. As Kohli aptly puts it, “We are here to delight the senses and create unforgettable experiences. This is just the beginning.”

From the symbolic gazelle to the expertly crafted designs, every element of Indriya reflects the brand’s commitment to excellence. In a world where jewelry is often seen as a mere investment, the brand is redefining it as a statement of beauty, grace, and individuality. And with each new store opening, the brand is bringing that vision to life, one sparkling piece at a time, so that the customer is enticed to come back again and again.