The Aditya Birla Group has crossed a major milestone in India’s organised jewellery market, with its retail brand Indriya expanding to 50 stores across 30 cities. The landmark 50th outlet recently opened in Koramangala, Bengaluru, underlining the Group’s aggressive expansion strategy in the fast-growing Indian jewellery retail sector.
Launched on 27 July 2024 in Delhi, Indriya marked the conglomerate’s formal entry into the ₹6 lakh crore-plus Indian jewellery industry — one of the country’s largest discretionary consumption categories. The brand operates under Novel Jewels Ltd., the Group’s dedicated jewellery retail venture, and has rapidly scaled within just 19 months of launch.
Rapid Expansion in India’s Organised Jewellery Market
Indriya’s growth trajectory has been notably swift for a category traditionally dominated by family-run jewellers and legacy brands. Its expansion reflects rising demand for:
- Branded jewellery in India
- Hallmarked gold jewellery
- Certified diamond jewellery
- Transparent pricing models
- Trusted national jewellery chains
According to Amit Dharap, Head – Retail, Aditya Birla Novel Jewels Ltd., the 50-store milestone represents more than numerical growth. He emphasised that each store reflects collective entrepreneurial energy and the vision to build a modern, design-led national jewellery brand backed by corporate governance and retail expertise.
Capitalising on Structural Shift in India’s Jewellery Industry
India’s jewellery market is undergoing a structural transformation driven by:
- Mandatory hallmarking regulations
- Growing consumer preference for organised jewellery brands
- Increased transparency in pricing
- Rising aspirations among millennials and Gen Z buyers
- Expansion of branded retail chains in Tier 1 and Tier 2 cities
Industry analysts note that the shift from unorganised neighbourhood jewellers to organised national players is accelerating. For the Aditya Birla Group, jewellery represents a strategic extension of its fashion and lifestyle retail portfolio.
Experience-Led Jewellery Retail Strategy
Positioned as a contemporary jewellery brand, Indriya focuses on experience-led retail rather than purely transactional formats. Its stores feature:
- Bridal jewellery collections
- Diamond jewellery and solitaires
- Occasion wear gold jewellery
- Lightweight everyday jewellery
- Modern showroom layouts with curated displays
The brand aims to attract both traditional jewellery buyers and younger urban consumers seeking design innovation, trust, and transparency in gold and diamond purchases. Employees are internally referred to as “Indriyans,” reflecting a distinct service culture centred on personalised engagement.
The opening of the Koramangala store in Bengaluru signals the brand’s confidence in South India — one of the country’s most competitive and mature jewellery retail markets.
Strategic Backing of Aditya Birla Group
With deep expertise in retail execution, supply-chain integration, and nationwide distribution networks, the Aditya Birla Group is leveraging its organisational scale to build a pan-India jewellery retail brand capable of competing with established leaders in the branded jewellery space.
Having crossed 50 stores within less than two years, Indriya is now entering its next growth phase — focused on:
- Strengthening brand recall
- Expanding presence in high-growth cities
- Driving innovation across gold and diamond jewellery segments
- Enhancing omnichannel jewellery retail capabilities
A Serious Contender in India’s Branded Jewellery Segment
Indriya’s early momentum positions it as a strong contender in India’s organised jewellery retail landscape. As the Aditya Birla Group deepens its footprint in high-value discretionary consumption categories, the brand’s rapid scale-up signals long-term ambition in the branded gold and diamond jewellery market in India.
With 50 operational stores and counting, Indriya appears poised for an expansive national rollout — reinforcing the Aditya Birla Group’s strategic push into premium lifestyle and jewellery retail.