Indriya continues retail expansion with 11th jewellery store in Surat

The brand, launched by the Aditya Birla Group, has quickly expanded to 11 stores and plans to open more outlets in 10+ cities within six months

Surat: The Aditya Birla Group’s jewellery brand Indriya has opened its 11th store in Surat, marking a significant milestone just 17 weeks after the brand’s debut. The new store was inaugurated with great enthusiasm, showcasing the rapid expansion of the brand since its launch.

Amit Dharap, Head of Retail at Aditya Birla Novel Jewels Ltd, expressed pride in the swift growth, stating, “Indriyans are proud to showcase our 11th store in about 17 weeks since our launch and happy to call Surat home. One of our smoothest launches – this one was memorable.”

Indriya’s journey began in July this year when the Aditya Birla Group announced its entry into the jewellery retail sector, committing Rs 5,000 crore to the business. The brand made an impressive debut by opening four stores on the same day across Delhi, Indore and Jaipur. Since then, Indriya has expanded to major cities, including Mumbai, Pune and Ahmedabad.

With 11 stores now operating in key cities, Indriya is poised for further expansion, with plans to open stores in over 10 more cities within the next six months. This rapid growth, fuelled by the backing of the Aditya Birla Group, positions Indriya as a formidable player in India’s competitive jewellery market.

The new store launch comes alongside the recent unveiling of an elaborate campaign by the brand to promote its new diamond collection. The campaign’s film presents a poetic and captivating story where a woman engages in a deeply personal dialogue with her diamonds and the skilled craftsman who shapes them. This intimate interaction underscores the profound emotional connection that diamonds can evoke, illustrating their irresistible pull on a woman’s heart. As the woman gazes upon the collection, which includes necklaces, earrings, bracelets and rings, the diamonds’ radiant brilliance and intricate craftsmanship captivate her. Each piece shines with exceptional beauty, inviting her to reflect on the uniqueness and rarity of the treasures she now holds.

The Retail Jeweller India News