Less than two years after entering India’s highly competitive organised jewellery market, the Aditya Birla Group’s Indriya has reached a major growth milestone with the launch of its 50th retail store in Koramangala, Bengaluru, marking one of the fastest expansion journeys by a new-age jewellery brand in recent years. The network now spans 30 cities, reflecting the Group’s accelerated push to establish a nationwide presence in a category undergoing rapid formalisation.
Indriya operates under Novel Jewels Ltd., the Aditya Birla Group’s dedicated company created to build a large-scale national jewellery retail business. From the outset, the brand adopted a sharply execution-led expansion strategy, moving quickly from launch to store activation and scaling simultaneously across regions rather than following the traditional city-by-city growth model long associated with jewellery retail.
The company is now targeting 75 stores by the end of the current financial year, with the 100-store milestone expected soon thereafter, underscoring the aggressive growth blueprint guiding the venture. A significant part of this expansion is directed toward Tier II and Tier III cities, where rising prosperity, aspirational consumption and growing trust in organised brands are reshaping jewellery purchasing patterns.
Unlike earlier waves of jewellery retail expansion concentrated primarily in metros, Indriya’s strategy recognises that incremental consumption growth is increasingly emerging from smaller cities. Consumers in these markets are demonstrating a strong shift toward branded jewellery backed by certification, transparent pricing and contemporary retail environments. Early entry into such locations enables the brand to build familiarity and loyalty ahead of intensifying competition.
The brand’s rapid rollout coincides with structural transformation within India’s jewellery sector. Mandatory hallmarking, increased transparency and changing consumer expectations are steadily accelerating the migration from fragmented local jewellers toward organised national chains. Simultaneously, jewellery consumption itself is evolving, with purchases increasingly linked to self-expression, milestone celebrations and everyday styling rather than being limited to weddings or investment-led buying.
Indriya has positioned itself as a contemporary jewellery destination that blends traditional Indian craftsmanship with modern design sensibilities. Its portfolio spans bridal jewellery, diamonds and occasion-led collections alongside lightweight and versatile designs suited for frequent wear. Merchandising strategies are adapted regionally, enabling stores to reflect local cultural preferences while maintaining a consistent national brand identity.
Design innovation remains central to the brand’s differentiation. Collections reinterpret heritage motifs through modern aesthetics, allowing jewellery to transition across professional, social and festive contexts — an approach aligned with younger consumers entering the category earlier and purchasing more frequently.
Parallel to product strategy, Indriya has built its brand through a strongly digital-led marketing framework. Consumer engagement has relied extensively on digital platforms, data-driven targeting and hyperlocal campaigns around store catchments to drive awareness and footfalls. The approach reflects changing purchase journeys in jewellery retail, where discovery increasingly begins online even as final transactions continue to take place in-store. As store density expands, the media mix has evolved to include television, print and outdoor formats to reinforce brand recall at scale.
Physical retail continues to anchor the brand’s growth model. Indriya showrooms are designed as experience-led environments encouraging browsing, consultation and personalised interaction — critical elements in high-value jewellery purchases where trust remains paramount. The company has also focused on building a unified service culture across locations, referring to employees internally as “Indriyans,” reinforcing ownership and customer engagement as expansion accelerates.
The opening of the 50th store in Bengaluru’s Koramangala — one of India’s most mature and competitive jewellery markets — highlights the brand’s confidence in competing across both established and emerging regions. This balanced expansion across metros and growth markets reflects a long-term national strategy rather than opportunistic scaling.
Indriya’s momentum mirrors the Aditya Birla Group’s broader push into high-value discretionary consumption categories. Leveraging capabilities built across fashion, lifestyle and organised retail businesses, the Group is applying structured expansion, supply-chain efficiencies and modern brand-building practices to jewellery retail — a sector now witnessing rapid professionalisation.
With 50 stores operational within approximately 19 months of launch and an aggressive pipeline underway, Indriya is entering its next phase focused on deeper market penetration, regional assortment refinement and continued innovation across gold and diamond jewellery segments. As the brand moves toward the 75- and 100-store milestones, its trajectory positions it among the fastest-scaling entrants in India’s organised jewellery landscape, signalling the emergence of a new national challenger backed by institutional scale and contemporary retail thinking.
