Aditya Birla Group Launches Indriya, Their New Jewellery Brand Featuring Aditi Rao Hydari
The inaugural advertisement for Indriya, the Aditya Birla Group’s latest venture into the jewellery market, features the stunning Aditi Rao Hydari. The Bollywood actress, known for her timeless beauty and elegance, perfectly embodies the brand’s ethos of sophistication and grace.
On July 26, the Aditya Birla Group made a significant entry into the Indian jewellery market, which is valued at Rs 6.7 lakh crore, by launching its in-house brand, Indriya. This strategic move aligns with the Group’s extensive experience in the fashion retail and lifestyle industry, marking a natural extension of its consumer portfolio. The brand aims to secure a top-three position among India’s jewellery retailers within five years, backed by an investment of Rs 5,000 crore.
Kumar Mangalam Birla, Chairman of the Aditya Birla Group, highlighted the immense potential of the Indian consumer market, stating, “The Indian consumer is rapidly coming of age and India is perhaps the most promising consumer cohort globally. This year, we have redoubled our bet on the dynamism of the Indian consumer, by launching two major new consumer brands – in paints and jewellery.”
Indriya plans to open four stores initially in Delhi, Indore, and Jaipur and expand to over ten cities within six months. These large-format stores will showcase an extensive range of 15,000 curated jewellery pieces, including over 5,000 exclusive designs. New collections will be introduced every 45 days, setting a record for the fastest mind-to-market cycle in the Indian fine jewellery market.
The launch of Indriya comes amidst a competitive landscape dominated by established players like Tata-owned Tanishq, Reliance Jewels, Kalyan Jewels, Senco Gold, Joyalukkas, and Malabar Gold. Dilip Gaur will lead the venture as the Director and Sandeep Kohli as the CEO.
The gems and jewellery industry significantly contributes to India’s economy, accounting for 7 percent of the country’s Gross Domestic Product (GDP) and 15.7 percent of its total merchandise exports. Despite a recent decline in exports, the sector remains robust, with the Union Budget 2024’s surprise cut in gold customs duty causing a dramatic shift in the market. This development led to a historic drop in gold prices, further influencing the market dynamics.
In February, the Aditya Birla Group also entered the decorative paints business by launching the Birla Opus brand under Grasim Industries Ltd., aiming to generate Rs 10,000 crore in gross revenue within three years of full-scale operations. This diversified approach underscores the Group’s commitment to leveraging its market insights and brand equity to tap into the evolving preferences of Indian consumers.
Although there has been no official statement, it looks like Aditi Rao Hydari is the first Indriya Brand Ambassador, as showcased in the Indriya Ad Cast, which features her timeless beauty and elegance.