Chandigarh, 28 July 2024: Aditya Birla Group Chairman, Mr. Kumar Mangalam Birla, today announced the launch of the Group’s jewellery retail business, marking the Group’s foray into the rapidly expanding Rs.6.7 lakh crore Indian jewellery market. This strategic move marks another significant milestone as the Group strengthens its consumer portfolio, leveraging its strong brand equity and deep market insights. The jewellery business, launched under the brand Indriya, aims to secure a position among India's top three jewellery retailers over the next 5 years. This ambitious venture is backed by an unprecedented investment of Rs 5,000 Cr, underscoring the Aditya Birla Group's commitment to revolutionising the jewellery retail landscape in India.

Indriya will simultaneously open four stores in three cities - Delhi, Indore, and Jaipur. The plan is to expand to 10+ cities within six months. The large 7000 sq ft plus stores