New Delhi, January 21, 2025 – The Aditya Birla Group is making waves in the jewellery retail sector
with its latest franchise model for the Indriya brand. Launched in July 2023, Indriya has quickly
gained traction with its unique design-centric approach and commitment to exceptional customer
experiences.
Franchise Expansion Plans
Indriya aims to expand its footprint significantly through franchising. The brand plans to open 100
new stores within the next three years, targeting both metro and tier 2 cities. Sandeep Kohli, CEO of
Indriya, shared that the franchise model will allow the brand to reach more customers while maintaining
its high standards of quality and service. Our franchise partners will benefit from our established brand
reputation and comprehensive support system, Kohli said.
Investing in Customer Experience
Indriya is dedicated to providing an unparalleled shopping experience. The brand invests in larger
showrooms and a bespoke staff training program to ensure that customers receive personalized
attention.We want to be known for our designs and the overall shopping experience we offer, Kohli
added.
Bridal Collection Campaign
Indriya recently launched its first-ever bridal collection, featuring Bollywood stars Aditi Rao Hydari and
Shaheer Sheikh. The campaign, filmed at the regal Shiv Niwas Palace in Udaipur, beautifully captures the
emotional bond between a bride and her jewellery. The collection combines traditional craftsmanship
with contemporary aesthetics, making it a perfect choice for brides looking to add a touch of timeless
elegance to their special day.
Future Plans and Online Expansion
While Indriya primarily focuses on offline expansion, the brand plans to enter the online sales space in
the coming years. Currently, its website serves as a platform to showcase products and help customers
locate stores. Online selling will complement our offline presence, but we believe that most purchasing
will continue to happen offline, Kohli explained.
Aiming for the Top
With its ambitious expansion plans and commitment to quality, Indriya aims to become one of India's
top three jewellery brands. The brand's focus on design and customer experience sets it apart in the
competitive jewellery market.