Aditya Birla Group is all set to sparkle with Indriya

After being a force to reckon with in the retail sector, Aditya Birla Group is here to make its presence felt in the branded jewellery retail segment with its newest label, ‘Indriya. The name, with its origins in Sanskrit, is an ode to the five senses and reflects the brand’s philosophy of creating jewellery that awakens and delights all five senses, defining one’s being and consciousness. 

With the group taking the next step towards leveraging new growth avenues and catering to the ever evolving preferences of India’s aspirational middle class, Shantiswarup Panda, the head of marketing, Novel Jewels speaks to Bazaar India about what the brand stands for, the group's objective for entering the jewellery retail space, its plans to expand, and more. 

Bazaar India: What led to the Group foraying into the jewellery retail segment? Was this a long time in the making? 

Shantiswarup Panda: The jewellery retail market in India is poised to grow at a rapid rate. Over half of all jewellery purchases are made for weddings, and our large, young population is expected to drive demand for jewellery. Coupled with this market opportunity is the fact that the Group has been in the fashion retail sector for over two decades with a network spanning across 900 plus cities and towns with 20 brands that gives us a deep understanding of occasions in a consumer’s life and its impact on trends in fashion and lifestyle. These factors, combined with the strong trust that consumers place in us as the Aditya Birla Group, propelled our foray into the jewellery retail.

HB: Could you tell us about the name ‘Indriya’?

SP: The brand name 'Indriya' has Sanskrit origins. It means “senses”; senses which power our consciousness, make us feel and explore the world around us, and define our being. As a brand we believe we can invoke all the senses through our experience.

HB: Does the Indriya range cater to Gen Z as well? How do they play a role in the jewellery that the brand designs? 

SP: We are well aware of the emerging trends in fine jewellery space. Jewellery not only serves as a symbol of well-being but also as a source of great joy for women. We understand that jewellery reflects a woman’s identity, persona, and taste. Today’s young consumers are looking for versatility, wearability, suitability for various occasions, and as options for layering and pairing. This understanding has helped us to be a relevant choice for Gen Z.

HB: Legacy brands are coming up with minimalistic lines in their jewellery collection. Is that something we can expect, too?

SP: Indriya has its own collection of lightweight yet beautifully designed products which is appropriate for those who prefer a subtler, minimalist look.

HB: There is much debate about the growing popularity of lab-grown diamonds. Where does the brand stand on the debate, and will it be open to incorporating them in later collections?

SP: At this moment we would like to focus on natural diamonds and not lab-grown. We believe that we can add significant value through our high quality of diamonds and exclusive designs of natural diamonds jewellery.

HB: We are witnessing a heavy fondness for minakari and polki jewellery. Is that something Indriya will be considering to add to its range as well?

SP: Indriya offers a diverse selection of jewellery featuring minakari work, creating a captivating blend of colours on gold across product categories. Additionally, we also provide a wide range of polki jewellery, incorporating an interesting mix of precious stones with polki to create unique pieces highlighted in our launch campaign.

HB: While Indian jewellery brands are catering to a certain occasion, where does the brand stand when it comes to everyday wear vs. occasion wear?

SP: Indriya caters to all the diverse needs of our consumers for various occasions. In our stores, shoppers can find one of the widest assortment of jewellery, including options for daily wear, light occasions, heavy occasion wear, celebrations, and bridal wear. We believe that the definition of occasion can be different for each customer, so we offer a seamless experience tailored to each customer's interests. This approach allows our customers to explore more designs and ultimately find the perfect piece.

HB: Could you tell us the reasons behind choosing Delhi, Jaipur, and Indore for your first three stores?

SP: These three cities offer a different kind of market for us to launch our retail stores, allowing us to gain valuable insights from customer preferences and feedback.

HB: We often see celebrities as the face of jewellery campaigns and associations instead of everyday women. What’s your marketing strategy with Indriya?

SP: Indriya believes that the face of a brand is as important as the brand idea itself, both of which should be grounded in deep consumer insights. Neither can replace the other, and together they make a winsome combination.

HB: The jewellery trade in India is largely in retail. Do you think you’d change that to introduce digital, too?

SP: Jewellery as a category is extremely personal, and deeply emotional for a woman, driven by experiences. This makes it a high-involvement, high-concern, and a very high touch category, requiring a blend of human interaction and technology to ensure a seamless and delightful experience. While digital has a big role to play in building brand salience and consideration, physical retail is critical for providing a wholesome experience and effective monetisation.

All images: Novel Jewels