Aditya Birla Group launches retail jewellery brand INDRIYA, plans to open stories in over 10 cities in 6 months

Aditya Birla Group forayed into the retail jewellery segment on Friday with the launch of its brand INDRIYA, with plans to open stores in more than 10 cities over the next six months.

Kumar Mangalam Birla, Chairman of Aditya Birla Group, said that entry into the jewellery retail business is an important step for the group. 

"As a large and diversified business group, over a period of we have added many uniquely valuable businesses to our portfolio. This launch of the jewellery retail business adds another distinct dimension to the constellation of exceptional brands and businesses in our group. And the timing could not have been more apt, as we mark a year of milestones for the Aditya Birla Group," said Birla.

He also said that the group stands at an "exciting juncture", with many of its businesses poised for "transformational growth while new ventures are emerging with great promise. We are not just expanding in size but also diversifying in scope. By blending the strength of our established businesses with the fresh energy of our new ventures, we are constructing a unique growth platform."

Announcing the launch of four INDRIYA stores on Saturday, July 27, in Delhi, Jaipur and Indore, Birla also mentioned plans to "go to 10+ cities in the next six months". 

"We are investing Rs 5,000 crore over the next few years in this business to ramp up nationally. This represents an unmatched equity infusion in this space. We will be among the Top 3 national jewellery retailers over the next five years, and will continue to grow at a 50 per cent CAGR," he added. 

In June 2023, the group had announced its entry into the retail jewellery business with an investment to the tune of Rs 5,000 crore.