Indriya opens its fifth store in New Delhi, located in the capital’s Pitampura locality

The store features a dedicated ‘Kaarigari Room’ and an exclusive bridal lounge where customers can witness the intricate artistry behind each piece and explore bespoke customization options

New Delhi: Indriya, the fine jewellery brand from the Aditya Birla Group, has expanded its footprint in New Delhi with the launch of its fifth store in the capital. Situated in Pitampura, a key residential and commercial hub, the store features a dedicated ‘Kaarigari Room’ and an exclusive bridal lounge where customers can witness the intricate artistry behind each piece and explore bespoke customization options.

In a strategic move to capture the high-value bridal jewellery segment, Indriya recently introduced its first-ever bridal collection, featuring an exquisite range of designs, including bangles, naths, mathapattis, haathphools and rings. The collection caters to both minimalist and traditional aesthetics, aligning with evolving consumer preferences.

The campaign video for the bridal collection features actors Aditi Rao Hydari and Shaheer Sheikh, capturing a bride’s love story—not just with her groom, but also with Indriya’s exquisite bridal jewellery.

“With the launch of our new store in Pitampura, Delhi, we continue to bring our craftsmanship to a wider audience in a locality known for its vibrant culture and discerning shoppers,” Sandeep Kohli, CEO of Indriya was quoted by media sources as saying. “Through our debut bridal collection, we continue to offer jewellery that resonates with women on special occasions, especially weddings.”

The new store offers personalized consultations, allowing brides-to-be to receive expert style advice in curating their wedding jewellery.

Indriya debuted in July 2024 with the simultaneous launch of four stores across Delhi, Indore and Jaipur. Since then, the brand has expanded its presence to major cities, including Mumbai, Pune and Ahmedabad.

Retail Jeweller India News