Indriya, the jewelry brand from Aditya Birla Group, is working to grow its stores across India, hoping to be one of the top three jewelry sellers in the country. Started in July 2024 under Aditya Birla Novel Jewels Ltd., Indriya is a big new player in the organized jewelry market. It’s becoming an interesting story in the D2C news in India and the growing Direct-to-consumer jewelry scene.
Since it started, Indriya has tried to be a modern jewelry brand that mixes creative designs, skilled craftsmanship, and modern tech in its stores. The name Indriya comes from the Sanskrit word for the five senses. The brand wants to create a jewelry experience that touches all the senses through handmade gold, diamond, and gemstone pieces. The brand’s plan is similar to what other new premium D2C brands in India are doing: focusing on exciting stores, strong design stories, and simple digital experiences for customers.
Indriya started with four main stores in Delhi, Jaipur, and Indore. In less than a year, it has quickly grown to 50 stores around the country. It plans to grow its store network even more, aiming for 75 stores by the end of FY26.
According to Amit Dharap, Head – Retail at Aditya Birla Novel Jewels Ltd., the brand decided to focus on physical stores first. Buying jewelry is often an emotional decision, and customers like to see, touch, and try on pieces before they purchase. So, stores are a key part of the brand’s plan, allowing customers to see the craftsmanship and design of each piece.
At the same time, the brand has built a tech system to help customers discover and stay informed. The Indriya website displays over 28,000 jewelry designs, allowing customers to explore gold, diamond, and gemstone collections before they visit stores.
Tech is also important in the stores. Each jewelry consultant uses tablets with software that shares all the details about jewelry, including gold weight, diamond quality, making charges, and final price. The company also has a system where customers can order designs from other stores or warehouses if something is not available at a store.
Indriya’s quick growth has also been helped by how it opens stores. While the first stores took a while to get ready, the company has now made the process faster. Now, it can open a store in about 50 days from when it enters the site.
The company uses a mix of company-owned and franchise stores. Currently, about 60% of Indriya’s stores are franchises. This lets the brand grow faster while using local knowledge. Franchise partners pay for store setup and inventory, while Indriya handles operations, staffing, and customer experience.
Store sizes differ depending on the location. Main street stores can be 10,000 to 12,000 square feet, while mall stores are usually 2,000 to 4,000 square feet. The average store size is about 5,000 square feet. Many larger stores also have bridal lounges for families to select wedding jewelry comfortably.
Indriya stands out with its store experiences, like open karigar rooms where customers can watch old gold being checked or melted for exchange through a clear glass wall. The brand also provides styling help from trained consultants who suggest jewelry that matches a customer’s style and clothing.
In the Indian D2C business world, the jewelry category is seeing more companies and big groups join in. A big part of India’s jewelry market is still made up of local independent jewelers. This creates chances for new national brands to grow.
Indriya wants to be one of the top three jewelry sellers in India. Soon, the company will focus on growing its presence in big cities and smaller towns. After building a strong network in India, it may look at selling in other countries.
People who follow the D2C news in India are watching Indriya’s aggressive expansion. This action displays how big groups are entering the Direct-to-consumer jewelry market with investments in design, tech, and many ways to sell. With strong support, quick store growth, and a focus on customers, Indriya is becoming one of the fastest-growing D2C brands in India’s premium jewelry market.
