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Aditya Birla Group launches Indriya, its in-house jewellery brand, with an investment of Rs 5,000 crore.
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Aims to secure a position among India’s top three jewellery retailers within 5 years.
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Initial focus on opening stores in Delhi, Indore, and Jaipur, with plans to expand to over 10 cities within six months.
Aditya Birla Group has entered the Indian jewellery market with the launch of its in-house brand, Indriya. The company aims to invest Rs 5,000 crore and secure a position among India’s top three jewellery retailers within 5 years. Indriya will offer an extensive range of collections, with an initial assortment of 15,000 curated jewellery pieces and over 5,000 exclusive designs.
The launch marks a significant milestone for the Aditya Birla Group, strengthening its consumer portfolio and leveraging its strong brand equity and market insights. Kumar Mangalam Birla, Chairman of Aditya Birla Group, highlighted the growing demand for formal jewellery and the rising consumer preference for trusted brands as key drivers for this venture.
Indriya will compete with established players like Tanishq and Reliance Jewels, and will focus on offering a unique shopping experience with its large format stores and frequent new collection launches. The company plans to expand to over 10 cities within six months and aims to generate significant revenue in the growing Indian jewellery market.
