Kumar Mangalam Birla, Chairman of the Aditya Birla Group, announced that the group’s expansion into the jewellery market is a natural progression, building on their 20-year presence in the fashion retail and lifestyle industry. On July 26, the Aditya Birla Group launched its in-house brand, Indriya, entering the rapidly growing ₹6.7 lakh crore Indian jewellery market. With an investment of ₹5,000 crore, Indriya aims to become one of India’s top three jewellery retailers within the next five years.
This strategic move marks a significant milestone in strengthening the group’s consumer portfolio, leveraging its strong brand equity and deep market insights. Commenting on the launch, Birla stated, “The Indian consumer is rapidly coming of age and India is perhaps the most promising consumer cohort globally.
This year, we have redoubled our bet on the dynamism of the Indian consumer by launching two major new consumer brands – in paints and jewellery. Entering the jewellery business is compelling due to the ongoing value migration from informal to formal sectors, the rising consumer preference for strong, trusted brands, and the ever-booming wedding market, all of which present substantial growth opportunities.”
Birla emphasized that the group’s robust competencies in retail, design, and brand management will be pivotal for their success in the jewellery sector. Under the Novel Jewels venture, Indriya will initially open four stores in Delhi, Indore, and Jaipur, with plans to expand to over 10 cities within six months.
These large-format stores will feature an extensive range of collections, offering an initial assortment of 15,000 curated jewellery pieces with over 5,000 exclusive designs. The company plans to introduce new collections every 45 days, setting the fastest mind-to-market cycle in the Indian fine jewellery market.
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