Aditya Birla Group’s Indriya Expands Presence with Third Store in the Capital

Aditya Birla Group’s jewellery brand, Indriya, has opened its third store in New Delhi, marking its eighth store launch since its introduction in July. The new outlet in Rajouri Garden is part of the brand's broader strategy to expand its presence in India's thriving jewellery market, further enhancing its consumer reach and leveraging the group's brand equity and market insights.

Since its launch, Indriya has opened stores in key cities across India, including three in Delhi, and one each in Indore, Ahmedabad, Pune, Mumbai, and Jaipur. The decision to expand in Delhi is strategic, as the city is renowned for its appreciation of fine jewellery and craftsmanship, providing a platform for Indriya to engage with a culturally rich and discerning consumer base.

Kumar Mangalam Birla, Chairman of Aditya Birla Group, launched Indriya with a vision to place the brand among India’s top three jewellery retailers within the next five years. The initiative is backed by a significant investment of Rs 5,000 crore, highlighting the group's commitment to transforming the jewellery retail sector in India.

The name Indriya, derived from Sanskrit, symbolizes strength and the power of the five senses. Its brand insignia—a female gazelle—serves as a metaphor for these senses, representing the beauty and grace of women. Indriya’s collection features over 16,000 designs in gold, polka, and diamonds, each piece reflecting a blend of Indian craftsmanship and contemporary design.

Dilip Gaur, Director, Indriya said, “Through Indriya, we are poised to redefine standards in creativity, scale, technology, and customer experience in the jewellery sector. It is built on the understanding that each piece of jewellery tells a unique story of craftsmanship. The distinctive product, exceptional customer experience and immersive buying journey are ultimately enablers to unlocking self-expression via jewellery. Our product fuses timeless craft but reimagines contemporary designs. Our regional selection celebrates unique backgrounds but opens them up for discovery across other cultures”.

Sandeep Kohli, CEO, Indriya commented, "Jewellery 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. At the heart of Indriya's offering is the innovative Signature Experience with exclusive lounges. Customisation services with in-store stylists and expert jewellery consultants promise to elevate all five senses and create an unparalleled shopping journey. Our best-in-class digital front end will create a seamless experience across digital and physical touchpoints and herald the new age in jewellery retail.”

The new Indriya store in Rajouri Garden aims to offer a unique retail experience, featuring in-store stylists, expert consultants, and a celebration of Indian craftsmanship. It caters to diverse customer needs, whether it's a curated selection of designs by personal stylists or a comprehensive collection for brides-to-be. Indriya continues to elevate jewellery shopping with its innovative approach, blending tradition with modernity.