Aditya Birla Group Launches Its Jewellery Business Brand Indriya

Aditya Birla Group Chairman, Kumar Mangalam Birla, on Friday launched the Group's jewellery retail business, marking the Group's foray into the rapidly expanding Rs 6.7 lakh crore Indian jewellery market. This strategic move marks another significant milestone as the Group strengthens its consumer portfolio, leveraging its strong brand equity and deep market insights.

The jewellery business, launched under the brand 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 crore, underscoring the Aditya Birla Group's commitment to revolutionising the jewellery retail landscape in India.

Commenting on the launch, Kumar Mangalam Birla, Chairman, Aditya Birla Group, said, "The Indian consumer is rapidly coming of age and India is perhaps the most promising consumer cohort globally. This year, we have redoubled our bet on the dynamism of the Indian consumer, by launching two major new consumer brands - in paints and jewellery. Entering the jewellery business is compelling due to the ongoing value migration from informal to formal sectors, the rising consumer preference for strong, trusted brands, and the ever-booming wedding market, all of which present substantial growth opportunities.”

The brand name 'Indriya' has its origins in Sanskrit, deeply rooted in India's rich cultural heritage. Indriya is an ode to the five senses. The name reflects the brand's philosophy of creating jewellery that awakens and delights all five senses, defining one's being and consciousness. This symbol represents the brand's commitment to creating jewellery that not only adorns but also empowers and celebrates the wearer.

Sandeep Kohli, CEO of Novel Jewels, 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."

He added, customisation services with in-store stylists and expert jewellery consultants promise to elevate all the five senses and create an unparalleled shopping journey.

“Novel Jewels aspires to make Indriya a leading name in India’s organised jewellery market,” said the company in a statement. Indriya will be a brand under Novel Jewels, an Aditya Birla Group venture in the Indian jewellery retail landscape.