Indriya, the new-age jewellery brand of the Aditya Birla Group, is aspiring to emerge as one of India’s top three jewellery retailers within five to eight years, as it accelerates expansion in the organised market.
Announcing the opening of its 50th retail store in Bengaluru, the brand outlined an aggressive growth roadmap, targeting 100 stores by FY26.
The expansion marks a key milestone for Indriya, which entered the branded jewellery segment in 2024 under the group’s dedicated venture, Novel Jewels.
To spearhead its growth plans, the company has appointed Sandeep Kohli as Chief Executive Officer. The group is betting on rapid scale-up, differentiated in-house designs and technology-led retailing to carve out a significant share in the fast-growing organised jewellery space.
India’s jewellery industry, estimated at ₹6–7 trillion, remains largely fragmented, with a sizeable presence of unorganised players. However, growing consumer preference for certified quality, transparent pricing and superior in-store experiences has accelerated the shift towards organised brands.
Indriya aims to capitalise on this structural transition and position itself as a contemporary, design-driven “New Age Jewellery” brand.
Rooted in Sanskrit, the name Indriya signifies strength and the power of the five senses — elements that shape human consciousness and experiences.
Its insignia, a graceful female gazelle, symbolises elegance and femininity, reflecting the brand’s focus on celebrating women’s emotional connection with jewellery.
The company seeks to blend India’s rich traditions with modern aesthetics to appeal to new-age consumers seeking both heritage and innovation.
Indriya offers over 20,000 curated designs, including around 8,000 exclusive pieces spanning daily wear, festive collections and bridal jewellery. Nearly 80% of its designs are developed by an in-house team, enabling quicker innovation and sharper differentiation.
In addition to product scale, the brand is investing in experiential retail formats, including tablet-assisted consultations, bridal studios and private wedding lounges. It is also exploring augmented reality-based virtual try-ons and AI-driven personalisation tools to enhance customer engagement and build a technology-enabled jewellery buying experience.