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Indriya eyes growth via franchise model
Mint Ahmedabad
|January 18, 2025
Aditya Birla Group's jewellery brand aims to open 100 stores in 18 months
The Aditya Birla Group plans to partner with franchisees to scale its newly launched jewellery brand, Indriya, aiming to open 100 stores over the next 18 months, according to a top executive. The move marks an aggressive push into India's ₹6.7-trillion ($81 billion) branded jewellery market.
The conglomerate announced its venture into the jewellery sector in July last year with an investment of up to ₹5,000 crore ($610 million) to build its business under the Novel Jewels umbrella. Indriya currently operates 12 stores in cities including Delhi, Mumbai, Indore, Jaipur, and Ahmedabad.
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