Aditya Birla's Indriya targets top-three jewellery slot with 200-250 store rollout
Launched in 2024 with a Rs 5,000 crore commitment, Indriya has scaled to 81 stores across 40 cities and is now chasing a 200-250 outlet footprint. Old-gold exchange already drives 45-55% of transactions, signalling aggressive share capture against Tanishq, Kalyan and Malabar.
Indriya, Aditya Birla Group's jewellery brand launched in 2024 with a Rs 5,000 crore investment, has opened 81 stores across 40 cities and targets 200-250 outlets, aiming to become a top-three Indian jewellery brand.
Why this matters
Builds on Indriya's recent 100% value old-gold exchange play, which now accounts for nearly half of transactions. Store rollout signals Aditya Birla's intent to convert pricing aggression into physical scale against incumbents.
Retail-brand activity steady with 1,918 signals over the last 90 days.