With the Lucknow store, the brand aims to reach more customers in North India and build its presence in the region
Lucknow: Indriya, the jewellery brand from the Aditya Birla Group, has marked its entry into the Uttar Pradesh market by openinga store inthe city of Lucknow.The opening is part of the brand’s growth strategy across North India and aims to bring its mix of traditional and modern jewellery to customers in the region. Indriyaplans to roll out stores in other cities like Kanpur and Noida soon.
The new store is located in Gomti Nagar, a growing area with homes, shopping centres, business properties and IT offices. The store includes a kaarigari room, where Indriya’s jewellery-making process is visible to visitors.
Since launching in July, Indriya has opened 21 stores across India. These include five stores in New Delhi, three each in Mumbai and Hyderabad, two each in Ahmedabad, Jaipur and Pune, and one each in Indore, Surat, Lucknow and Vijaywada (launched simultaneously with Lucknow). The Lucknow store is part of Indriya’s plan to grow nationally and enter markets with strong jewellery traditions.
Lucknow, the capital of Uttar Pradesh, has a long history in jewellery making, influenced by Mughal and Awadhi styles. Local jewellery includes gold, kundan, polki, and meenakari work. The city’s background in both history and trade makes it a suitable market for Indriya.
Indriya offers 20,000 jewellery pieces and over 5,000 exclusive designs. With the Lucknow store, the brand aims to reach more customers in North India and build its presence in the region.
Sandeep Kohli, CEO, Indriya,who was in Lucknow for the store launch, said, “Jewellery is evolving from a simple investment to a powerful statement of individuality. At Indriya, our proposition is built on clear distinction, unique designs, personalized service and authentic regional influences. Lucknow, with its royal heritage and a deep-rooted love for timeless craftsmanship, is a natural choice for our expansion. As we open our first store in the city, we are excited to introduce Indriya’s signature artistry to a market that values both tradition and modern elegance. This launch marks a significant milestone in our journey, bringing our exquisite collections closer to discerning customers in North India.”
The new store adds to Aditya Birla Group’s business in the sector and aims to build trust with customers through its products and services. With 21 stores now operating in key cities in India, Indriya is poised for further expansion. This rapid growth, fuelled by the backing of the Aditya Birla Group, positions Indriya as a potential leader in India’s competitive jewellery market.
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