The company noted that despite India being at the heart of the global diamond industry, diamond jewellery consumption still remains low | Photo Credit: ARUN SHARMA

Indriya, Aditya Birla Jewellery, aims to become among the top three jewellery brands in the country and is sharpening its play in the diamond segment. The brand, which was launched about two years ago, is expected to cross the 100 stores-milestone this year.

“We are trending much ahead of our business plan. In less than two years, we have scaled to 82 stores. We are excited with the response we have got from consumers. While the 100 stores-milestone will happen this year, what’s more important for us is to stay focused on building a strong brand equity and business model. We have been able to scale up rapidly, now we need to ensure we continue to scale up in a determined manner focusing on opening the right store at the right location, with the right kind of assortment,” said Sandeep Kohli, CEO, Indriya.

As part of its strategy to strengthen its diamond play, on Thursday, the jewellery brand also introduced, SparkleScope, an innovative in-store technology that enables customers to evaluate a diamond’s sparkle.

Talking about the company’s future strategy, he said, “Our north star is to be among the top three jewellery brands in India.” Kohli added that the company has seen a “steep growth trajectory” in FY26.

The company noted that despite India being at the heart of the global diamond industry, diamond jewellery consumption still remains low. “The diamond industry is evolving, and innovation is the need of the hour. At Indriya, we are bringing sparkle to the forefront, by offering a more visible, intuitive and consumer-first way to evaluate diamonds, while setting a new industry benchmark. Our aim is to democratise access to, and understanding of, exceptional sparkle, enabling customers to discover the best, and most sparkling diamonds,” Kohli added in the statement.

Published on June 25, 2026