Indriya enters South India with launch of its first store in Hyderabad

This move is part of the brand’s larger strategy to establish 100 stores nationwide by the financial year 2026

Hyderabad: Indriya, the jewellery brand from Aditya Birla Group, has taken a significant step in its national expansion agenda by entering South India, with its first store launch in Hyderabad. This strategic move is part of the brand’s larger vision to establish 100 stores nationwide by the financial year 2026.

According to the brand, the expansion into Hyderabad is a natural choice, given the city’s storied association with exquisite jewellery. Known as the ‘City of Pearls’, Hyderabad has long been a hub for fine craftsmanship, boasting a rich tradition of intricate Kundan and Polki designs, as well as Basra pearls.

Indriya has plans to open additional stores in the city and across South India, reinforcing its commitment to catering to a diverse clientele while celebrating the artistry that defines the Indian jewellery landscape. Its presence in Hyderabad marks a crucial milestone in its mission of becoming a household name in luxury jewellery across the country.

On the marketing front, the brand has been dedicating significant efforts to promoting its bridal jewellery line. The brand is running an innovative AI-driven bridal campaign #MyIndriyaBrideMoment, which is tied to the launch of its first bridal jewellery collection. This campaign leverages artificial intelligence to create a deeply personalized experience where customers can see themselves starring in the brand’s bridal campaign ad film, which originally features brand ambassador Aditi Rao Hydari. The campaign uses advanced face swap technology to seamlessly integrate participants’ faces into the film, in place of Hydari’s.

With 13 stores now operating in key cities in India, 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 potential leader in India’s competitive jewellery market.

Retail Jeweller India News