Aditya Birla Group enters jewellery business with launch of Indriya

Aditya Birla Group, an Indian multinational conglomerate has entered the Indian jewellery market with the launch of its new brand Indriya.

The company has earmarked an investment of Rs 5,000 crore in its jewellery business as it aims to be among India’s top three jewellery retailers over the next 5 years.

Aditya Birla Group has bullish expansion plans for Indriya that will begin with opening of large 7000 sq ft plus stores in Delhi, Indore, and Jaipur. The company plans to expand to over 10 cities with this format over the next six months.

Indriya will offer a large initial assortment of 15000 curated jewellery pieces with over 5,000 exclusive designs and launch new collections every 45 days.

Commenting on the launch, Kumar Mangalam Birla, chairman of Aditya Birla Group in a statement said, “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.”

“This foray is a natural extension for the Group which has been in the fashion retail and lifestyle industry for over 20 years. The robust competencies that we have in retail, design and brand management will serve as pillars for our success,” he added.

Mumbai-based Aditya Birla Group is one of India’s leading business groups with interests in fashion, retail, fibre, textiles among many others.