Aditya Birla Group Expands Jewellery Brand Indriya with New Pune Store

Aditya Birla Group‘s jewellery brand, Indriya, has announced the opening of its first store in Pune, marking the latest expansion in its retail journey. This development is part of the brand’s rapid growth, which has seen the launch of eight stores since its inception in July. The new outlet is situated in the Bund Garden area of Pune, adding to the brand’s presence in cities such as Delhi, Indore, Ahmedabad, Mumbai, and Jaipur.

The decision to open a store in Pune, known as Maharashtra’s cultural capital, aligns with Indriya’s strategy to engage with a diverse and sophisticated consumer demographic. Pune’s unique blend of traditional Maharashtrian culture and modernity provides an ideal backdrop for the brand to showcase its offerings, which include a range of intricately designed jewellery.

Kumar Mangalam Birla, Chairman of the Aditya Birla Group, launched the Indriya brand in July with an ambitious goal of positioning it among India’s leading jewellery retailers within five years. The venture is supported by a substantial investment of Rs 5,000 crore, reflecting the group’s commitment to transforming the Indian jewellery market. The brand derives its name from the Sanskrit word ‘Indriya,’ which signifies strength and the power of the five senses, aiming to offer a holistic sensory experience to its customers.

Dilip Gaur, Director of Indriya, emphasized the brand’s dedication to redefining creativity and customer service in the jewellery sector. “Through Indriya, we are poised to redefine standards in creativity, scale, technology, and customer experience,” he stated. Each piece in Indriya’s collection is crafted with care, showcasing the spirit of Indian craftsmanship and featuring an array of designs in gold, polka, and diamond.

Sandeep Kohli, CEO of Indriya, highlighted the brand’s focus on creating unique experiences for consumers. “Jewellery as a category is transitioning from mere investment to a statement,” he observed. Indriya’s offering includes a Signature Experience with exclusive lounges, customisation services, and expertise from in-store stylists and jewellery consultants. This approach aims to provide consumers with a seamless journey across both digital and physical realms.

The store in Pune aims to serve as more than just a retail outlet; it offers personalized services, celebrates Indian craftsmanship, and caters to unique consumer needs, such as those of brides-to-be. This store represents the company’s effort to broaden its reach and strengthen trust in the jewellery market, a hallmark of the Aditya Birla Group’s operations.