Indriya to reshape jewellery market as a new age challenger in 2025: Shantiswarup Panda

In an exclusive interaction with Adgully, Shantiswarup Panda, Chief Marketing Officer, Indriya – Aditya Birla Jewellery, speaks about how they are reshaping the jewellery market as a new age challenger. He shares insights into the key trends that are expected to dominate marketing strategies in the year ahead, as well as the road ahead for Indriya in 2025.

The biggest trend that Panda sees evolving is the use of AI at scale from areas like creative and hyper personalization of campaigns, which would be contextually more relevant to the consumers.

He further said, “Indriya has a very ambitious plan for 2025, for which a lot of thinking has gone into creating the building blocks for the brand as well as the business. We not only plan to participate in high double digit growth of jewellery sector, which is already 7% of India’s GDP, but also intend to reshape the market as a new age challenger jewellery business with our expansive retail network, exquisite designs, wide assortment, seamless technology platforms to aid ease in shopper journey, unique store experience and a soulful brand, which will make consumers fall in love endlessly.”

Speaking about the headwinds and tailwinds expected in 2025, Panda said, “2025 looks like a good year from a point of view for India. Indians would continue to aspire for more, better and bigger with increasing affluence levels, improving social indicators and overall better infrastructure in the country.”

According to him, all these indicators would help in driving further growth for the jewellery sector and this tailwind would continue and get even stronger going forward.

The key headwinds that he reckons are shaping consumer preference for natural diamonds vis-a-vis lab grown, along with price fluctuations in gold basis macroeconomic factors and geopolitical scenarios, which are very closely linked to revenue, profitability and inventory cost for jewellery retailers.

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