How Indriya Combined Heritage and Modern Retail to Build 50 Stores in 19 Months

Indriya, the premium ‘new-age’ jewellery brand from the Aditya Birla Group has emerged as a rare outlier. In less than 19 months, the brand has opened 50 outlets. At the heart of this rapid rise lies one clear conviction: India’s rich design heritage deserves a contemporary fine jewellery home.

Indriya’s growth story is not defined by store count alone, but by how the brand is blending heritage with modernity at startup speed. In a category traditionally dominated by legacy surnames, deep-rooted local trust and high capital intensity, Indriya is carving its space by responding to changing consumer behaviour in real time.

“This is a special occasion for us. We are very proud and happy because we are opening our 50th store,” said Shantiswarup Panda, Head of Marketing and Visual Merchandising at Indriya.The brand, he noted, is less than two years old and is making the scale-up particularly noteworthy in a legacy-driven category like jewellery.

By anchoring rapid expansion to a strong design-led conviction, Indriya is not just scaling fast it is redefining how modern Indian jewellery brands can grow, communicate and connect with today’s consumers.