Indriya charts growth with a second Mumbai store, at R-City Mall in Ghatkopar 

The 7,000-square-foot showroom showcases innovative technology and elegant design, catering to evolving consumer preferences in Mumbai’s dynamic jewellery market 

Mumbai: After its impressive debut in July and the successful launch of 10 stores across India, Indriya has further solidified its presence in Mumbai with a second outlet—at R-City Mall in Ghatkopar. This new 7,000-square-foot showroom signifies Indriya’s strategic expansion into the city’s evolving jewellery market. 

The brand’s market analysis has revealed a significant shift in Mumbai’s jewellery consumption patterns towards suburban locations. “Earlier, it was mainly South Mumbai, and then Bandra became a major hub. Now, it is moving towards Andheri, Borivali, Ghatkopar, Thane, and similar areas. We see very high jewellery consumption and a good per capita income in Ghatkopar,” says Dilip Gaur, Director, Indriya. 

Situated in R-City Mall, amidst premium and luxury brands, the new store maintains Indriya’s signature aesthetic elements. Customers are welcomed by a female gazelle statue, representing Indriya’s insignia and symbolising elegance. The showroom features a sleek, minimalist interior design that complements its jewellery collections, with dedicated sections for exclusive Indriya pieces. 

The brand aims to set new industry benchmarks across creativity, scalability, technology, and customer experience. “The distinctive product, exceptional customer experience, and immersive buying journey are ultimately enablers for unlocking self-expression through jewellery. Our products fuse timeless craftsmanship with reimagined contemporary designs. Our regional selection celebrates unique backgrounds and opens them up for discovery across other cultures,” Gaur explains. 

Understanding that consumer preferences vary even within micro-markets, Indriya’s research-driven approach helps refine its offerings according to regional preferences. The brand began its staff selection process six months before the launch, ensuring thorough training in brand philosophy and operational procedures. 

A notable feature of the store is its technology integration, with staff members equipped with interconnected tablets providing detailed product information through a unique coding system. These devices also display live gold rates, enhancing transparency and operational efficiency. 

Looking ahead, Indriya plans to expand its retail footprint to a total of 25 stores by year-end. Gaur reveals ambitious growth plans for the next year, with intentions to triple current activities. 

“As a national brand, we aim to expand across India by prioritising high-growth markets with strong spending power. Real estate is crucial in this strategy; we only enter markets where we find ideal locations, as the right real estate can significantly impact our success. Currently, our focus is on the northern and western regions, with plans to expand to the east and south. From May to August 2025, we will move into Tier II and Tier III cities, where we see growing demand,” he concludes.

Written by Aparna Bhowmick 

Inputs from Amaan Kasu 

Retail Jeweller India Exclusive