Hyderabad a prominent hub for jewellery consumption

Excerpts

Why did you pick Hyderabad for the South Indian debut of Indriya?

Hyderabad presents a compelling opportunity for jewellers due to its rapid economic growth, driven by thriving industries like IT, pharmaceuticals, and manufacturing. This growth has led to increased disposable incomes, broadening the customer base and fostering demand for luxury items, including gold and diamond jewellery. The city is a prominent hub for jewellery consumption, with a rich legacy of heritage craftsmanship and a robust market for both traditional and contemporary designs.

In addition, Hyderabad’s strategic location in South India, positions it as a key centre for both domestic and international buyers, making it an ideal market for jewellers to tap into. Furthermore, as a trendsetter for the broader South Indian region, Hyderabad presents a prime gateway for Indriya's expansion in the region.

How do you see the jewellery retail landscape evolving in India, and how would your brand contribute to its growth?

The Indian gems and jewellery industry is a significant economic force, combining traditional craftsmanship with modern globalized markets. The industry is poised to grow from Rs. 6.7 lakh crore to Rs. 11-13 lakh crore by 2030. Historically fragmented, the industry is shifting towards organized players, with their share growing from 20% to 40% over the last 5 years.

At Indriya, Aditya Birla Jewellery, we view every piece of jewellery purchased as a symbol of customer confidence in us. Our commitment to craftsmanship ensures that each piece tells a unique story, blending legacy with the present. We refresh our collections every 45 days, offering an extraordinary range and unparalleled craftsmanship.

Our stores are designed to provide an immersive shopping experience, with expert Jewellery Consultants and exclusive Bridal Lounges. We focus on trend-forward, certified jewellery, innovation in design, and ethical sourcing, with a commitment to earning and maintaining customer trust. Indriya is playing a key role in the industry's transformation, offering premium, experience-driven stores that cater to the evolving demands of customers.

What sets your jewellery collection apart from others in the market, and what can customers expect from your designs?

At Indriya, our design philosophy is deeply rooted in authentic Indian heritage, brought to life through literature. We craft contemporary designs that honor tradition while catering to the modern wearer. Our focus is on making jewellery that's both functional and wearable, blending lightweight materials with well-engineered ergonomics. Every piece is thoughtfully crafted to be versatile, comfortable, and beautiful.

We excel in hyper-regionalizing cultural categories, connecting with India's diverse cultural landscape. Our wedding collections, for example, are the result of extensive research, transforming rich cultural stories into meaningful and exquisite jewellery designs. Our in-house design team, attuned to regional and global trends, refreshes our range every 45 days.

We fuse traditional craftsmanship with modern aesthetics, creating unique pieces that appeal to a broad customer base. Innovation extends beyond design to sustainability, with an emphasis on responsibly sourced materials and eco-friendly practices. With over 16,000 exclusive pieces, Indriya offers everything from striking statement designs to trend-driven collections.

We focus on high-quality craftsmanship, certified authenticity, and personalized experiences. At the heart of our brand is a commitment to ethical sourcing and sustainability, ensuring that all materials are responsibly sourced. Indriya is not just about jewellery; it's about creating pieces that are as responsible as they are beautiful.

How do you plan to cater to the diverse tastes and preferences of jewellery enthusiasts in Hyderabad and beyond?

Indriya will cater to Hyderabad’s diverse jewellery preferences by offering a blend of heritage and contemporary designs, featuring intricate Polki, gold temple jewellery, and diamond-studded pieces that align with the city’s love for grandeur. We also understand that different parts of Hyderabad cater to different design sensibilities. We have curated designs and assortments to reflect this in each store.

We do deep consumer research across every city and area to understand consumer preferences in design and occasions. Our campaigns and our designs reflect this understanding which is why we have received a good response.

What are your expansion plans for the future, and how do you see your brand growing in the Indian luxury jewellery segment?

We are thrilled with the response to Indriya across our 16+ stores in 8 cities. The consistent feedback has been about the freshness and intricacy of our jewellery designs, store service, and diamond quality. This has encouraged us to scale up faster across metros and tier 1 and 2 cities, while maintaining a fantastic assortment of designs and consumer experience. We are determined to bring in new designs quickly, leverage technology to reach more consumers online, and improve in-store experiences. Our goal is to contemporize and showcase the rich craftsmanship of Indian jewellery to all age groups. With vast untapped potential in the market, we believe Indriya can drive transformative change. We want consumers to fall in love with every aspect of Indriya.