PUNE: Indriya, Aditya Birla Jewellery, continues its expansion in Maharashtra with the launch of its third store in Aundh, Pune. Following the successful debuts in Bund Garden and Pimpri last year, this new opening reflects the brand’s deepening commitment to Maharashtra’s discerning and diverse jewellery consumers. With this, Indriya now operates six stores across the state.

Pune, an emerging economic hub and a flourishing jewellery market, offers a compelling opportunity for Indriya to engage with a wide spectrum of consumers. The city’s rich Maharashtrian heritage, coupled with a youthful, modern spirit, makes it an ideal canvas for showcasing jewellery with timeless craftsmanship with exquisite design. From intricate gold, diamond, and polki designs, Pune’s jewellery market beautifully bridges tradition and contemporary elegance.

Known for its appreciation of both traditional and modern elegance, Pune’s jewellery market resonates with Indriya’s core philosophy. With a curated collection of over 20,000 jewellery pieces and 5,000+ exclusive designs across gold, diamond, and polki, Indriya offers something for every taste, occasion, and style, making it an ideal destination for everyone.

Since its launch in 2024, Indriya has steadily grown across India. With the latest launch, Indriya now operates 24 stores nationwide. These include five in Delhi, three each in Mumbai, Hyderabad, and Pune; two each in Ahmedabad, Jaipur, and Patna; and one each in Indore, Surat, Andhra Pradesh, and Uttar Pradesh—marking a strong presence across North, South, and West India.

Sandeep Kohli, CEO, Indriya, said, “Jewellery today serves as a powerful medium of self-expression, where heritage meets modern design, and craftsmanship tells a personal story. At Indriya, our endeavour has always been to create jewellery that is both culturally rooted and creatively distinct. Pune, with its rich artistic legacy and contemporary outlook, has been an important part of our growth journey. The launch of our third store in Aundh reflects not only the city’s response to our vision but also our commitment to empowering connoisseurs of fine jewellery in this vibrant region. As we expand our footprint in Maharashtra, we remain focused on delivering meaningful design, exceptional quality, and an experience that celebrates individuality.”

With the trusted legacy of the Aditya Birla Group behind it, Indriya expands its roots in Pune with a promise to blend heritage, craftsmanship, and contemporary design.

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Pune, Maharashtra’s cultural capital, is a rapidly growing economic center with a flourishing jewelry market. For Indriya, the city offers a unique opportunity to engage with a discerning and diverse consumer base. Pune’s blend of Maharashtrian tradition and modernity fosters an ideal environment for showcasing exquisite craftsmanship. With its rich heritage and a youthful, dynamic population, Pune presents an exciting landscape for Indriya to expand its presence and connect with customers seeking both design and innovation.

Mr Kumar Mangalam Birla, Chairman of Aditya Birla Group launched Indriya in July 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 revolutionizing the jewelry retail landscape in India.

The brand name Indriya originates in Sanskrit, a language synonymous with the rich Indian culture. Simply put, Indriya means embodying strength and the power of the five senses, the senses that drive our consciousness, make us feel & explore the world around us, and define our being! The beautiful brand insignia is a Female Gazelle, which 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 new designs in gold, polka, and diamond.

Commenting on the launch, Dilip Gaur, Director, Indriya said, “Through Indriya, we are poised to redefine standards in creativity, scale, technology, and customer experience in the jewelry sector. It is built on the understanding that each piece of jewelry tells a unique story of craftsmanship. The distinctive product, exceptional customer experience, and immersive buying journey are ultimately enablers to unlocking self-expression via jewelry. 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, 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. Customization services with in-store stylists and expert jewelry 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 jewelry retail.”

The Indriya store is distinctive in its ways. It can be a studio, where a personal stylist curates pieces, especially 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.

Come, watch an entire city lose its heart. The trust that is the hallmark of the Aditya Birla Group comes to the world of fine jewelry with the first Indriya store in Pune. 

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NEW DELHI: Aditya Birla Group Chairman, Kumar Mangalam Birla, today announced the launch of the Group’s jewelry retail business, marking the Group’s foray into the rapidly expanding Rs.6.7 lakh crore Indian jewelry 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 jewelry business, launched under the brand Indriya, aims to secure a position among India’s top three jewelry retailers over the next 5 years. This ambitious venture is backed by an unprecedented investment of Rs 5,000 Cr, underscoring the Aditya Birla Group’s commitment to revolutionizing the jewelry retail landscape in India.

Commenting on the launch, Kumar Mangalam Birla, Chairman, of 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 jewelry. Entering the jewelry 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. This foray is a natural extension for the Group which has been in the fashion retail and lifestyle industry for over 20 years. The robust competencies that we have honed in retail, design, and brand management will serve as pillars for our success.”

Indriya will simultaneously open four stores in three cities – Delhi, Indore, and Jaipur. The plan is to expand to 10+ cities within six months. The large 7000 sq ft plus stores— 30%-35% larger than the average size of national brands’— will carry an extensive range that spans occasions.  The brand will offer a large initial assortment of 15000 curated jewelry pieces with over 5,000 exclusive designs. New collections will be introduced every 45 days – the fastest mind-to-market cycle in the Indian fine jewelry market.

Dilip Gaur, Director, of Novel Jewels said, “Through Indriya, we are poised to redefine standards in creativity, scale, technology, and customer experience in the jewelry sector. It is built on the understanding that each piece of jewelry tells a unique story of craftsmanship. The distinctive product, exceptional customer experience, and immersive buying journey are ultimately enablers to unlocking self-expression via jewelry. 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 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. Customization services with in-store stylists and expert jewelry 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 jewelry retail.”

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 jewelry that awakens and delights all five senses, defining one’s being and consciousness. Indriya’s brand insignia, a Female Gazelle, serves as a powerful metaphor for the senses and epitomizes the beauty and grace of a woman. This symbol represents the brand’s commitment to creating jewelry that not only adorns but also empowers and celebrates the wearer.

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