Aditya Birla Group’s Indriya Launches Its First Store in Pune

PUNE: Aditya Birla Group’s jewelry brand Indriya opens its first store in Pune. The Group has opened eight stores since the launch in July—three in Delhi, one each in Indore, Ahmedabad, Pune, Mumbai, and Jaipur. With the new store in Bund Garden, Pune, the Group is further strengthening its consumer portfolio, leveraging its strong brand equity and deep market insights.

Pune, Maharashtra’s cultural capital, is a rapidly growing economic center with a flourishing jewelry market. For Indriya, the city offers a unique opportunity to engage with a discerning and diverse consumer base. Pune’s blend of Maharashtrian tradition and modernity fosters an ideal environment for showcasing exquisite craftsmanship. With its rich heritage and a youthful, dynamic population, Pune presents an exciting landscape for Indriya to expand its presence and connect with customers seeking both design and innovation.

Mr Kumar Mangalam Birla, Chairman of Aditya Birla Group launched Indriya in July to secure a position among India’s top three jewellery retailers over the next five years. This ambitious venture is backed by an unprecedented investment of Rs 5,000 Cr, underscoring the Aditya Birla Group’s commitment to revolutionizing the jewelry retail landscape in India.

The brand name Indriya originates in Sanskrit, a language synonymous with the rich Indian culture. Simply put, Indriya means embodying strength and the power of the five senses, the senses that drive our consciousness, make us feel & explore the world around us, and define our being! The beautiful brand insignia is a Female Gazelle, which is a metaphor for the senses and epitomizes the beauty and grace of a woman. The brand experience will indulge your senses in more ways than one and make your heart sing “dil abhi bhara nahi”!

Crafted with love, each piece reflects the spirit of Indian craftsmanship with over 16000 new designs in gold, polka, and diamond.

Commenting on the launch, Dilip Gaur, Director, Indriya said, “Through Indriya, we are poised to redefine standards in creativity, scale, technology, and customer experience in the jewelry sector. It is built on the understanding that each piece of jewelry tells a unique story of craftsmanship. The distinctive product, exceptional customer experience, and immersive buying journey are ultimately enablers to unlocking self-expression via jewelry. Our product fuses timeless craft but reimagines contemporary designs. Our regional selection celebrates unique backgrounds but opens them up for discovery across other cultures”.

Sandeep Kohli, CEO, of Indriya, said, ” Jewellery as a category is transitioning from mere investment to a statement. Our proposition is built on perceptible differentiation, distinctive designs, personalized service, and authentic regional nuances. At the heart of Indriya’s offering is the innovative Signature Experience with exclusive lounges. Customization services with in-store stylists and expert jewelry consultants promise to elevate all five senses and create an unparalleled shopping journey. Our best-in-class digital front end will create a seamless experience across digital and physical touchpoints and herald the new age in jewelry retail.”

The Indriya store is distinctive in its ways. It can be a studio, where a personal stylist curates pieces, especially for you, it can be a celebration of Indian craftsmanship, it can be an atelier for a bride-to-be where she can choose from a wide variety of exquisite designs.

Come, watch an entire city lose its heart. The trust that is the hallmark of the Aditya Birla Group comes to the world of fine jewelry with the first Indriya store in Pune.

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