In the rapidly evolving jewellery market, differentiation is key. The movement toward organised retail sits at the intersection of creativity and commercial viability, requiring brands to balance strong design narratives with changing consumer preferences. Unlike fashion, jewellery is deeply personal—whether sentimental, cultural, or a style statement—which makes the purchasing decision highly emotional.
Aditya Birla Group’s homegrown jewellery brand, Indriya, approaches this challenge with a strategic blend of heritage, innovation, and consumer insight. Abhishek Rastogi, Head of Product Design, Research & Development, shares how Indriya’s structured design and development process aligns market demands with creative excellence.
Consumer-Driven Product Development
To remain relevant in a competitive market, Indriya follows a research-backed approach to product development. The process begins with studying emerging consumer behaviours, historical patterns, and industry shifts—including fashion movements, cultural influences, and socio-economic trends.
“This research helps us build detailed customer profiles, allowing us to design for different segments—whether they value tradition, innovation, luxury, or minimalism,” explains Rastogi.
Once preferences and gaps in the market are identified, the design team integrates insights into sketches, blending materials, form, and colour theory. Beyond aesthetics, material selection plays a pivotal role, ensuring that each design meets both functional and ergonomic standards.
“Material choice is just as important as the design itself,” Rastogi adds. “It defines the product’s durability, weight, and overall consumer experience.”
Prototyping serves as a critical stage, where technical refinements take place. The iterative process involves testing various finishes, gemstone settings, and engineering techniques to ensure that each piece is wearable, comfortable, and adaptable to different occasions.
Strategic Design Philosophy: Balancing Heritage & Market Relevance
Indriya’s design philosophy is anchored in authentic Indian heritage, reinterpreted through the lens of literature, cultural narratives, and contemporary styling. The goal is to create jewellery that is not only rooted in tradition but also relevant for the modern consumer.
“Our approach ensures a seamless integration of traditional craftsmanship with market-driven insights,” says Rastogi. “This balance allows us to serve diverse consumer segments while maintaining design integrity.”
An essential component of Indriya’s strategy is hyper-regionalisation—leveraging India’s rich cultural diversity to design collections that reflect distinct regional aesthetics. From art forms to literary traditions, these elements enhance jewellery’s emotional value, making each piece deeply personal. The impact is particularly evident in Indriya’s wedding collections, which highlight heritage-inspired grandeur tailored for contemporary tastes.
Technology & Innovation: Enhancing Comfort & Aesthetics
As the market evolves, Indriya prioritises technological advancements that improve both design feasibility and ergonomic efficiency. Six months into its launch, the brand had already filed three patents, primarily focusing on lightweight and high-comfort designs.
With fluctuating gold prices impacting production costs, Indriya is investing in techniques that allow for voluminous yet lightweight jewellery. One such innovation is electroforming of gold, a cutting-edge method that creates intricate, statement jewellery while keeping it feather-light. Other advancements include 3D gold printing, CNC, and laser-cutting technologies, all of which contribute to precise craftsmanship and scalable production.
Trends vs. Timelessness: A Long-Term Approach to Design
The balance between seasonal trends and timeless appeal is crucial in jewellery design. At Indriya, this means incorporating high-quality gemstones and materials that retain long-term value while designing multi-functional, modular pieces that adapt to multiple styles and occasions.
“A well-designed piece should be versatile and not just locked away after a single use,” says Rastogi. “That’s why we engineer jewellery that transforms—whether through detachable elements, adjustable components, or mix-and-match styling.”
Beyond wearability, the brand adheres to international safety and quality standards, ensuring multi-stage inspections and strict material authentication at every level. “These measures allow us to maintain consistency, precision, and trust with our customers,” Rastogi emphasises.
Navigating Industry Challenges: Balancing Craftsmanship, Costs & Market Volatility
The Indian jewellery industry presents a unique intersection of artisanal craftsmanship, evolving consumer preferences, and supply chain complexities. While traditional manufacturing techniques remain integral to product development, brands must also contend with rising production costs and market-driven efficiencies.
A significant challenge is supply chain volatility, particularly in sourcing precious metals and gemstones. Price fluctuations directly impact procurement, pricing strategies, and profitability. At the same time, the need for skilled artisans who can uphold heritage craftsmanship while adapting to modern scalability remains a pressing concern.
“To remain competitive, brands need a well-structured approach—strategic sourcing, process innovation, and adaptable design frameworks,” says Rastogi. “For Indriya, integrating advanced manufacturing techniques while preserving craftsmanship is key to sustaining both product quality and business viability.”
Conclusion: The Future of Organised Jewellery Retail
As the industry moves toward organised retail models, jewellery brands must embrace a data-driven, technology-enabled approach to design while retaining cultural and emotional value. Indriya’s strategy—built on consumer insights, material innovation, and ergonomic efficiency—positions it as a brand that respects heritage while redefining modern jewellery trends.
By navigating challenges through process efficiency, technological advancements, and market adaptability, Indriya exemplifies a future-forward approach to jewellery retail in an evolving Indian and global marketplace.
