Aditya Birla Group’s Indriya expands its footprint with a new store in Ahmedabad
Ahmedabad, 31st August 2024: Aditya Birla Group Chairman, Mr. Kumar Mangalam Birla, announced the launch of the Group’s jewellery retail business, under the brand Indriya, last month, marking their foray into the rapidly expanding Rs.6.7 lakh crore Indian jewellery market. At the launch, the Group opened four stores simultaneously—two in Delhi, one in Indore, and one in Jaipur. Today, they announced their latest expansion with the grand launch of a new store in Shivranjani, Ahmedabad.
Ahmedabad, a key economic hub in India, is renowned for its vibrant gold industry and jewellery and gem exports. For Indriya, the city presents a compelling opportunity to engage with a flourishing and diverse consumer base in one of India’s most promising markets. Combining traditional craftsmanship with modern commerce, Ahmedabad offers a dynamic environment for jewellery retail.
The strategic move to enter the jewellery market marks another significant milestone for the Group as it strengthens its consumer portfolio, leveraging its strong brand equity and deep market insights. Indriya, aims to secure a position among India’s top three jewellery retailers over the next five years. This ambitious venture is backed by an unprecedented investment of Rs 5,000 Cr, underscoring the Aditya Birla Group’s commitment to revolutionising the jewellery retail landscape in India.
The brand name Indriya originates in Sanskrit, a language synonymous with the rich Indian culture. Simply put, Indriya translates to ‘belonging to Indra’, which means embodying strength and the power of the five senses, the senses which drive our consciousness, make us feel & explore the world around us, and define our being! The beautiful brand insignia is a Female Gazelle, is a metaphor for the senses and epitomizes the beauty and grace of a woman. The brand experience will indulge your senses in more ways than one and make your heart sing “dil abhi bhara nahi”!
Crafted with love, each piece reflects the spirit of Indian craftsmanship with over 16000 exquisite designs in gold, polka, and diamond.
Commenting on the launch, Mr. Dilip Gaur, Director, Novel Jewels 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”.
Mr. Sandeep Kohli, CEO of Indriya, said, ” 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 Indriya store is distinctive in its own ways. It can be a studio, where a personal stylist curates pieces specially for you, it can be a celebration of Indian craftsmanship, it can be an atelier for a bride-to-be where she can choose from a wide variety of exquisite designs.
