The newest entrant into the organized branded jewelry segment, Indriya, the jewellery brand from Aditya Birla Group, has outlined plans to open 100 new stores in just 18 months. Launched in July 2023 with an initial investment of INR 5,000cr, Indriya currently has 12 stores in cities, including New Delhi, Ahmedabad, Pune, and Indore, and set to add another two by the end of this month. Keeping a consumer centric approach, Indriya has been selling lab-grown diamonds, which have found great appeal and added a new set of consumers. Additionally, the company will also delve 
into the franchisee model. To maintain a competitive edge, Indriya maintains an in-house design team responsible for 80% of its jewelry designs. New designs are reportedly launched every 45 days. Besides investing in larger showrooms, the brand will be focusing on and a bespoke staff training program to enhance the overall shopping experience.
Sandeep Kohli, CEO Indriya
It is good news for the consumer that the huge, largely disorganized jewelry sector has more branded organized jewelry brands entering the game. Indriya joins the other corporate jewelry brands such as the Tata-group owned Tanishq and Reliance Jewels, and companies like Kalyan jewels, Joyalukkas, and Malabar Gold.
Sandeep Kohli, CEO at Indriya has reportedly said, “There were certain benchmarks that we had set for ourselves. At almost all our stores we are doing better than we had thought we would do. We want to be a large-scale jewelry player and be among the top two or three players in the segment.”
There are plans to also enter online retail. Though the key focus will be on offline selling. The ambition is to be a large-scale jewellery player and be among the top two or three players in the segment, as per CEO Sandeep Kohli.
The organized jewelry retail market is currently valued at INR 6 -7 trillion in India. Despite gold prices surging past INR 81,000 for 10 grams, the growth projections for the organised jewelry sector is projected to grow 20% year on year in FY 2025 and 17% in FY 2026, as per India Ratings and Research.
