Aditya Birla's Indriya looks to sparkle with large stores, innovative designs

Opens 22 stores in 10 months, plans to hit 100 by FY26 end

- VIVEAT SUSAN PINTO

ADITYA BIRLA GROUP'S Indriya—the latest entrant to the ₹7-lakh-crore domestic jewellery market—has been ramping up its presence across the country. Since starting operations in July 2024, the jewellery retailer has launched 22 stores in 11 cities and plans to touch 100 outlets by the end of FY26.

"Our ambition is to be among the top three jewellery retailers in India in the next five years. Pace will be critical to this journey as we double down on this market, where the consumer, design sensibilities and media and retail landscapes are evolving," Sandeep Kohli, CEO, Indriya, told FE.

Indriya is looking to make a splash in the domestic organised jewellery market with larger stores, innovative styles and the use of technology to streamline selection and purchase processes. Jewellery consultants, who are sales executives at Indriya outlets, are put through a three-week programme focused on jewellery knowledge and styling before being put on the job.