Aditya Birla Group’s Indriya Opens Second Store in Pune, Expands Retail Presence
Pune, 28th October 2024: Aditya Birla Group’s luxury jewellery brand, Indriya, has expanded its footprint in Pune with the opening of its second store in the city. Since its launch in July, Indriya has rapidly grown, establishing ten stores across India, including in major cities like Delhi, Mumbai, Indore, Ahmedabad, and Jaipur. The new store, located in Pimpri, Pune, further solidifies the brand’s presence in the city’s vibrant and evolving jewellery market.
With a diverse collection featuring over 16,000 unique designs in gold, polki, and diamond, Indriya combines the richness of Indian craftsmanship with modern aesthetics. Each piece in the collection is crafted to reflect the brand’s dedication to quality and design, catering to the city’s blend of Maharashtrian tradition and contemporary style.
Pune: A Key Market for Indriya’s Growth
Pune, known for its cultural heritage and growing economic significance, provides an ideal environment for Indriya to engage with a broad range of customers. The city’s dynamic mix of tradition and modernity makes it a prime market for luxury jewellery, and Indriya aims to capture this unique consumer base by offering innovative designs and an elevated shopping experience.
An Ambitious Vision for the Jewellery Market
Indriya was launched by Kumar Mangalam Birla, Chairman of Aditya Birla Group, in July 2024. With an ambitious goal to rank among India’s top three jewellery retailers within five years, the Group has invested Rs 5,000 crore into the brand. This significant investment underscores Aditya Birla Group’s commitment to reshaping the Indian jewellery retail landscape.
The brand’s name, Indriya, is derived from Sanskrit, symbolizing strength and the power of the five senses. Its insignia, a female gazelle, represents grace and beauty, qualities that resonate with the brand’s ethos of elegance and sophistication. Through its designs and experiences, Indriya seeks to engage all five senses, offering a holistic and immersive customer journey.
Industry Leaders Speak on the New Store
Commenting on the store’s launch, Dilip Gaur, Director of Indriya, said, “Indriya is set to redefine the standards of jewellery retail through creativity, innovation, and customer-centric experiences. Each piece tells a story of timeless craftsmanship, blending traditional designs with contemporary flair. Our focus is on delivering a seamless and personalised journey for our customers, helping them express themselves through jewellery.”
Echoing this sentiment, Sandeep Kohli, CEO of Indriya, noted, “Jewellery is evolving from being a mere investment to a statement of personal style. Our proposition is built on differentiation, offering distinctive designs and personalised service. With our innovative Signature Experience lounges and customisation options, we provide an unparalleled shopping journey. The integration of digital and physical touchpoints will also create a seamless experience, heralding a new era in jewellery retail.”
An Elevated Shopping Experience
The Indriya store offers a distinctive and luxurious shopping experience. Customers can enjoy a personalised journey, whether they are selecting a piece of jewellery curated by a stylist or exploring a wide variety of bridal designs. The store acts as a celebration of Indian craftsmanship, offering exclusive lounges and customisation services from expert jewellery consultants, ensuring that every visit is as unique as the pieces on display.
As Indriya continues to expand its presence across India, it remains committed to blending tradition with innovation, offering customers an exquisite fusion of design, craftsmanship, and personalised service.
