Indriya launches first bridal collection at Delhi flagship store

Aditya Birla Group’s fine jewellery brand Indriya has expanded its product offering and launched its first bridal collection in the capital. The line debuted at the brand’s recently opened flagship store in New Delhi’s South Extension.

“Jewellery is evolving from a simple investment to a powerful statement of individuality,” said Indriya’s CEO Sandeep Kohli in a press release. “At Indriya, our proposition is built on clear distinction, unique designs, personalised service, and authentic regional influences. With the launch of our first-ever bridal collection, we are excited to achieve another significant milestone for Indriya. The collection showcases beautifully crafted pieces that reflect a deep, lasting bond a woman has with her jewellery, particularly during the wedding. At the same time, the collection also offers designs for all the special people in the bride’s life who come together to celebrate the various moments of the wedding and all the other functions.”

The new bridal collection is designed to mix traditional aesthetics with comfort and modernity, according to the label. A selection of bangles, naths, mathapattis, haathphool, and rings are rendered in gold and gemstones. Indriya’s South Extension flagship store measures over 10,000 square feet and includes a ‘Kaarigari Station’ as well as two dedicated bridal lounges where brides to be can avail personalised stylist consultations. 

“The emotional bond between a bride and her jewellery is profound,” said Indriya’s CMO Shantiswarup Panda. “This collection represents a fusion of our heritage with contemporary designs, creating jewellery that reflects the unique journey of each bride. With this launch, Indriya reinforces its commitment to being the premier destination for bridal jewellery in India.”