In less than two years since its launch, Indriya, the premium jewellery brand from the Aditya Birla Group, has reached a major milestone: 50 stores across India. From bustling metros to smaller towns, the brand is quickly becoming a household name in the jewellery market, combining traditional craftsmanship with contemporary design and shopping experiences.
Indriya’s growth is powered by a design-led, customer-first approach. Its in-house design team creates collections that reflect local tastes, making jewellery that resonates with the culture and lifestyle of each city. This strategy has struck a chord with modern Indian consumers, helping the brand carve out a niche in a market long dominated by legacy players like Tanishq.
The brand is now gearing up for an ambitious expansion, aiming to double its footprint to around 100 stores in the coming year. While metros remain a focus, Indriya is also bringing its curated collections to Tier-2 and Tier-3 cities. Markets such as Haldwani in Uttarakhand and Gaya in Bihar are now part of the brand’s growth story, showing that premium jewellery is no longer limited to big cities.
In Bengaluru, Indriya recently opened its third city store and plans to more than double its presence in the city by the end of the year. These stores are designed as immersive spaces where shoppers can explore jewellery collections, seek personalized advice, and experience the craftsmanship behind every piece.
The milestone of 50 stores represents the brand’s vision, execution, and the trust it has earned from customers. Leaders at Indriya say the rapid expansion is a testament to the growing appetite for organized, experience-driven jewellery retail in India.
For Indriya, the journey has just begun, and the next chapter promises more cities, more designs, and more customers discovering their perfect piece.
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