Aditya Birla Group shines bright in jewellery market with ‘Indriya’

In a bold move that signals a new era for the Aditya Birla Group, Chairman Kumar Mangalam Birla unveiled the launch of Indriya, the group's foray into the glittering world of Indian jewellery.

With a substantial investment of ₹5,000 crore, the conglomerate aims to carve a niche for itself as one of the top three jewellery retailers in India within the next five years.

With this launch, the Aditya Birla Group seeks to revolutionize the jewellery retail landscape in India, competing with established players like Tanishq and Reliance Jewels. The launch of Indriya marks a strategic diversification for the group, which already boasts a formidable presence in the fashion and lifestyle sectors.

Indriya aims to capitalize on the rapidly growing ₹6.7 lakh crore Indian jewellery market. The brand will start with four stores in Delhi, Indore, and Jaipur, each over 7,000 square feet, offering an extensive range of jewellery. The initial assortment includes 15,000 curated pieces, with more than 5,000 exclusive designs. Indriya plans to introduce new collections every 45 days and expand to over ten cities within six months.

Kumar Mangalam Birla emphasized the Group's confidence in the venture, citing the Indian consumer's growing sophistication and the shift from informal to formal sectors. The jewellery market is seen as ripe for growth due to factors like rising consumer preference for trusted brands and the booming wedding market.

Dilip Gaur, Director of Novel Jewels, highlighted Indriya's commitment to setting new standards in creativity, technology, and customer experience. The brand aims to offer a unique shopping experience through its Signature Experience lounges, in-store stylists, and expert jewellery consultants. Sandeep Kohli, CEO of Novel Jewels, emphasized the brand's focus on distinctive designs and authentic regional nuances.

As the Aditya Birla Group continues to expand its horizons, the launch of Indriya is a testament to its ambition and its belief in the potential of the Indian consumer market.

Indriya's entry into the market follows the Group's earlier foray into the paints business and reflects its aggressive market strategy, including competition with the Adani Group in cement and revitalization of its telecom services through Vodafone Idea.

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