Spreading the sparkle

INDRIYA WANTS TO BE SEEN AS A REGIONAL BRAND OPERATING NATIONALLY AND NOT THE OTHER WAY AROUND

- KARTIKAY KASHYAP

WHEN INDRIYA, THE jewellery brand from the Aditya Birla Group operating under its Novel Jewels vertical, was launched in July 2024, the odds seemed stacked against it.First, jewellery buying in the country is driven by trust and families have patronised local brands for generations.

And the handful of national brands that have come to dominate consumer mind space have taken years to build their equity. Plus, gold prices began a sharp, historic, and record-breaking rise in 2024 and surged over 25-30% that year. The rally marked one of the best annual performances by the metal in over a decade. Given that, the timing of the brand's launch didn't seem propitious.