Daily News
Indriya bolsters presence with its third store in New Delhi
Indriya continues its expansion across India with the opening of its third New Delhi store in Rajouri Garden with other stores in key cities across India, including Indore, Ahmedabad, Pune, Mumbai, and Jaipur.
New Delhi: Indriya, the latest venture from the Aditya Birla Group, has bolstered its presence in the national capital with the opening of its third store in Rajouri Garden, New Delhi. This new location adds to Indriya’s growing portfolio, which has seen rapid expansion since its launch in July, with stores now in major cities including three in Delhi, as well as Indore, Ahmedabad, Pune, Mumbai, and Jaipur.
The Rajouri Garden store boasts an impressive collection of over 16,000 designs, featuring a variety of gold, polka, and diamond jewellery.
Dilip Gaur, director of Indriya, expressed enthusiasm for the brand’s vision. “Through Indriya, we are poised to redefine standards in creativity, scale, technology, and customer experience in the jewellery sector,” he stated. Gaur emphasized the importance of distinctive products and an exceptional buying experience, aiming to empower self-expression through jewellery.
“Our products blend timeless craftsmanship with contemporary designs, celebrating unique regional aesthetics while inviting cultural exploration,” he added.
With ambitious plans for growth, the Aditya Birla Group has committed an investment of Rs 5,000 crore to elevate Indriya to one of India’s top three jewellery retailers within the next five years.
Since its inception, the brand has made efforts to position itself among the current market leaders, curating campaigns to boost brand visibility. The brand recently launched a video advertisement named ‘Kaarigari Stories’. ‘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.
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