Aditya Birla Group’s Indriya releases ‘Kaarigari Stories’ – a cinematic tribute to Indian fine jewellery craftsmanship 

The film showcases the evolution of classic styles such as polki and kundan, as well as innovative local crafting techniques, and underscores Indriya’s commitment to fine jewellery 

Mumbai— Aditya Birla Group’s foray into jewellery, Indriya, has premiered its latest film, “Kaarigari Stories,” deemed to be a celebration of Indian craftsmanship. The film underscores Indriya’s commitment to fine jewellery by blending traditional techniques with contemporary designs. 

‘Kaarigari Stories’ is a cinematic homage to the intricate art of Indian jewellery-making, with each piece crafted at Indriya reflecting the rich heritage of Indian Kaarigari, or craftsmanship. The film showcases the evolution of classic styles such as polki and kundan, as well as innovative local crafting techniques, resulting in a collection that pays ode to the long-standing jewellery traditions prevalent in India. The consistent warm tones the film opts for as its cinematic style provides for an aesthetically pleasing viewing experience. 

Indriya’s extensive collection includes over 16,000 designs in gold, polki, and diamonds, suitable for everyday wear, special occasions, and elaborate bridal jewellery. The film features creations such as the Swarna Varya necklace, which blends gold with intricate “wire kundan” and “chapai” scrollwork; the Lumiere necklace, capturing the essence of stardust with vibrant gemstones and a modern twist on the traditional “hansuli” design; and the Gul Posh necklace, which merges a 2,500-year-old jewellery-making technique with diamond innovations for an extraordinary display of craftsmanship. 

Shantiswarup Panda, Head of Marketing at Indriya, remarked, “At Indriya, we have redefined the concept of craftsmanship through a storytelling format that is unprecedented. Our film narrates the deep affection our customers have for jewellery and highlights the passion and artistry of our artisans. ‘Kaarigari Stories’ is a tribute to the rich tradition of Indian Kaarigari, celebrating both the artistry of our craftsmen and the enduring love for fine jewellery among our customers.” 

Aditya Birla Group made a resplendent entry into the branded jewellery retail segment earlier this year with the launch of ‘Indriya’, a venture backed by a substantial investment of Rs. 5,000 crores. The new brand now operates under the umbrella of Novel Jewels. 

The brand looks to consolidate its presence within the Indian retail jewellery landscape which is evident by its recent marketing activities. Indriya recently partnered with Oglivy India to produce a video ad campaign starring Aditi Rao Hydari.  

Retail Jeweller India News