Customers can now bring in their pre-owned gold, whether 14kt or 22kt, and receive its prevailing market value, with no hidden charges or deductions. The brand banks on trust and transparency, empowering customers to seamlessly upgrade their old gold
Mumbai: Indriya, the jewellery brand from the Aditya Birla Group, has just launched ‘Smart Gold Exchange’, a novel scheme set to enhance the gold exchange experience for customers across India. Breaking norms, Indriya is offering zero-deduction policy on old gold, ensuring customers receive the full value of their pre-owned gold, 14 kt onwards.
Customers can now bring in their old gold, whether 14kt or 22kt, and receive full value of its prevailing market value, with no hidden charges or deductions. This initiative places trust and transparency at the forefront, empowering customers to seamlessly upgrade their old jewellery and buy new jewellery of their choice from Indriya’s collections.
Commenting on the initiative, Sandeep Kohli, CEO, Indriya, said, “At Indriya, we believe trust is the most precious element in every piece of jewellery. With this initiative, we are proud to offer our customers complete value for their old gold—without deductions, without hidden charges. It is our way of ensuring transparency, simplifying the upgrade journey, and welcoming them to experience the elegance of our latest collections with total confidence. This will also allow our consumers to effortlessly transform their existing gold into new designs, ensuring they always receive full value and the confidence that comes with it.”
The ‘Smart Gold Exchange’ scheme is operational across all 25 Indriya stores spanning North, South, and West India, including five in New Delhi; four in Hyderabad; three each in Mumbai and Pune; two each in Ahmedabad, Jaipur and Patna; and one each in Indore, Surat, Vijayawada and Lucknow, reinforcing Indriya’s commitment to delivering value to consumers nationwide.
In a departure from convention, Indriya recently introduced two statement jewellery pieces – Rajmudra and Anantara – aiming to deepen brand resonance through an evolved level of cultural story-telling. Rather than catering to seasonal trends or mass appeal designs, Indriya chose to place craftsmanship and regional symbolism at the forefront of its brand strategy.
Indriya was launched in July 2024. The brand offers wedding jewellery, and beyond that, it positions jewellery as an expression of personal identity and artistry. The brand has 25 stores so far and a growing retail footprint across India.
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