Indriya, Aditya Birla Jewellery, has strengthened its retail presence in Mumbai with the launch of a new store at Phoenix Marketcity, taking its total number of stores in Maharashtra to 16.
The new outlet marks another step in the jewellery brand’s expansion across the state and its broader strategy to deepen its presence in Western India.
37,000-plus jewellery designs
Located at Phoenix Marketcity, one of Mumbai’s prominent retail and lifestyle destinations, the new store offers more than 37,000 jewellery designs spanning bridal, festive, contemporary and everyday wear.
The store has been designed around an elevated and customer-centric retail experience, bringing together traditional craftsmanship and contemporary aesthetics. It features dedicated spaces, including a bridal lounge and a kaarigari room, aimed at providing customers and families with a more personalised jewellery-shopping experience.
Focus on Mumbai consumers
Indriya said Mumbai represents a market where jewellery purchases are shaped by tradition, aspiration and individuality. The brand expects its growing retail footprint in the city to help it engage with consumers whose preferences are increasingly influenced by evolving design trends while retaining a strong emphasis on craftsmanship and quality.
Indriya, CEO, Sandeep Kohli, said, “Mumbai is a market where jewellery sits at the intersection of tradition, aspiration and individuality. Consumers here are highly exposed to evolving design trends, yet continue to place strong value on craftsmanship, quality and the emotional significance attached to jewellery.”
He said the evolving consumer landscape presents an opportunity to rethink how consumers discover and engage with jewellery across different occasions and moments of ownership.
“Our growing presence across Mumbai reflects our confidence in this evolving consumer landscape, and our new store at Phoenix Marketcity gives us an opportunity to bring a broader design vocabulary and a more engaging retail experience to consumers in one of Mumbai’s dynamic retail catchments,” Kohli added.
Maharashtra remains strategic market
Maharashtra continues to be a strategic market for Indriya as the brand expands its retail footprint across India. The latest store is aimed at bringing its wider jewellery portfolio and signature in-store experience closer to consumers in Mumbai.
The company said its expansion strategy is focused on creating meaningful consumer connections through thoughtfully designed retail spaces, contemporary craftsmanship and elevated shopping experiences.
With its expanding presence in Maharashtra and focus on design, emotion and individuality, Indriya is positioning its stores as destinations for modern Indian consumers across bridal, festive and everyday jewellery needs.