Indriya rides diamond surge as gold volatility reshapes jewellery basket; plans 100-store footprint
Aditya Birla's Indriya reports diamond-studded jewellery crossing 20% of sales and 50% of gold buys funded via old-gold exchange, as price swings push consumers to stagger purchases. Brand expands from 80 to 100 stores and rolls out SparkleScope grading tech to tap the Rs 80,000 crore diamond market.
Aditya Birla's Indriya jewellery brand sees diamond-studded sales cross 20% and old-gold exchange hit 50% as consumers stagger gold purchases amid price volatility. Brand plans to expand from 80 to 100 stores and launches SparkleScope diamond-grading tech.
Why this matters
Builds on Indriya's 100-store push and top-three jewellery ambition, extending the old-gold exchange play launched earlier as gold price swings reshape consumer behaviour toward diamonds.
Retail-brand activity steady with 1,996 signals tracked over the last 90 days.