Comprising bridal jewellery collections rooted in traditions from Rajasthan, Gujarat, Andhra Pradesh, Telangana, Karnataka and Maharashtra, it connects brides to their cultural identities
Mumbai: Indriya, the jewellery brand from Aditya Birla Group, has introduced a nationwide bridal campaign that re-imagines India’s cultural heritage through regionally-inspired jewellery design. It brings together bridal jewellery collections rooted in traditions from Rajasthan, Gujarat, Andhra Pradesh, Telangana, Karnataka and Maharashtra, positioning them not merely as product launches but as narratives that connect brides to their cultural identities.
The campaign speaks to women who dream of entering marriage with a sense of legacy, carrying symbols, stories and artistry that reflect where they come from, while still embracing a contemporary bridal aesthetic. The campaign is tied together with the line ‘Kaarigari so exquisite in every detail, your heart will sing, Dil abhi bhara nahin’, referencing to the theme song of the campaign and positioning the pieces as emotionally resonant keepsakes rather than ornamental wedding purchases.
Sandeep Kohli, CEO, Indriya said, “With these collections, we are honouring the rich heritage of our country, bringing its culture to life through jewellery inspired by its regal artistry. Our aim is to deepen Indriya’s connection with brides who cherish authenticity and craftsmanship. These collections are a step towards making Indriya the most trusted destination for bridal jewellery across India.” His perspective frames the campaign as a bridge between heritage and emotional identity rather than a trend-driven offering.
Shantiswarup Panda, Head of Marketing & Visual Merchandizing, Indriya added, “The day of marriage across Indian sub-cultures remains the purest expression of one’s culture and celebration of rich heritage. Every woman cherishes a dream of being a bride of a certain kind much before the chosen man walks into her life, a bride who indulges in celebration of her heritage. These collections bring dreams to life through rich story-telling that blends heritage with individuality. With this collection, Indriya invites every bride to connect with her culture reflected in design and make it her own.” Each collection is tied to visual cues, rituals and regional symbolism familiar to local bridal traditions.
Each line within the campaign draws from distinct artistic legacies and translates them into layered bridal sets. Anantara, created for brides from Andhra Pradesh, Telangana and Karnataka, is inspired by the structural and sculptural elements of Hoysala temples, particularly Chennakeshava and Keshava in Somanathapura. The set unfolds in three layers—Garuda Haar, Ganesha Puliguru Haar and Lakshmi Bottu Mala—each symbolically aligned to Vishnu, Ganesha and Lakshmi, offering cultural meaning beyond ornamentation.
Padma Ranjini, designed for Rajasthan, incorporates cues from the Padma Gate of City Palace along with Pichwai art, jadai and puwai work, expressed through Padma Aad, Timaniya and Hamel, creating a contemporary interpretation of classic Rajasthani bridal regalia.
For Maharashtra, Rajashree draws from the legacy of Chhatrapati Shivaji Maharaj, referencing the Chandrakor Tilak and Simha motif across pieces like Vajratik Haar, Simha Haar and Saaj Haar, with themes of lineage, duty and spiritual continuity woven into its design vocabulary.
Gujarat’s Raasvi brings together temple carvings, toran-inspired cascades, Kalighati artistry and pankhi motifs across Chandan Haar, Jhalar and Jhumna Haar, with ruby jadai detailing adding depth to its traditional craftsmanship.
Abhishek Rastogi, Head of Design, Indriya said, “Our vision was to capture the soul of India’s heritage through design. These collections blend traditional craftsmanship and contemporary elegance, with intricate kaarigari that showcases the skilled artistry of their regions, reflecting the emotion, symbolism, and enduring spirit of the region in every exquisite detail.”
The brand is on an expansion spree with stores across the country in locations such as Mumbai, Delhi, Indore, Jaipur, Ahmedabad, Pune, Surat, Hyderabad, Lucknow, Vijayawada, Patna, Agra, Prayagraj, Noida, Bhubaneshwar, Jodhpur, Kanpur, Chatrapati Sambhajinagar and Bengaluru.
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