With this launch, the brand is positioning itself around consumer education and differentiated in-store engagement, as competition in diamond retail intensifies
Mumbai: Indriya, the fine jewellery brand from the Aditya Birla Group, has introduced SparkleScope, an in-store technology designed to help customers assess a diamond’s visual sparkle. The launch reflects a broader shift in diamond retail toward measurable, experience-led evaluation beyond conventional grading standards.
The initiative builds on Indriya’s diamond selection process, which prioritizes light performance—how effectively a diamond reflects, refracts and returns light—over traditional reliance on the 4Cs. According to the company, only one in five natural diamonds meets its selection criteria.
The development comes at a time when India processes over 90% of the world’s diamonds, yet domestic diamond jewellery consumption remains below 15%. By foregrounding visual performance, the brand is attempting to align product evaluation more closely with consumer perception.
While clarity, colour and carat are natural attributes, cut determines how light behaves within a diamond. Indriya evaluates cut through three parameters: brilliance (white light reflected from a diamond’s facets), fire (dispersion of light into spectral colours) and scintillation (flashes of sparkle seen in movement of light). Diamonds selected by the brand are assessed for optimal proportions, light return and minimal leakage, with a focus on near-colourless grades.
SparkleScope is designed to translate these attributes into a visible, in-store experience. The tool enables customers to compare diamonds and understand differences in light performance, positioning transparency as a key part of the purchase journey.
Commenting on the launch, Sandeep Kohli, CEO, Indriya, said, “The diamond industry is evolving, and innovation is the need of the hour. For decades, quality assessments have focused on the 4Cs, but ultimately customers fall in love with a diamond that sparkle the brightest. It is the first thing they notice, the quality that instantly captures attention, and the reason a diamond feels truly special. At Indriya, we are bringing sparkle to the forefront, by offering a more visible, intuitive and consumer-first way to evaluate diamonds, while setting a new industry benchmark. Every diamond in Indriya is selected for its superior sparkle and is available across a wide range of categories and occasions. Our aim is to democratize access to, and understanding of, exceptional sparkle, enabling customers to discover the best, and most sparkling diamonds.”
Rajendran Ganapathy, Head of Supply Chain at Indriya, added, “At Indriya, we started with a simple belief: if sparkle is what customers cherish most, it should also be the defining benchmark of our diamond selection process. Indriya handpicks only 1 out of 5 diamonds available in the market to ensure that our customers get the most sparkling diamonds. The result is a collection of diamonds that are selected for exceptional visual sparkle that is captivating and enduring.”
The launch is supported by a marketing campaign featuring brand ambassador Aditi Rao Hydari and is being amplified through a 360-degree media strategy. The company said the campaign aims to connect awareness with in-store experience.
Indriya was launched in July 2024 and has emerged as one of the fastest-growing jewellery retail brands in the country, expanding to 81 stores in less than two years.
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