India’s jewellery market is witnessing remarkable growth in the organised sector, driven by rising demand from chain retailers. Recognising the vast potential of this lucrative market, the Aditya Birla Group ventured into the Indian jewellery space in August 2024 with the launch of its in-house brand, Indriya.
Indriya is executing a hyperlocal strategy, establishing key retail sites in Delhi, Jaipur, Indore, Ahmedabad, Pune, Mumbai, and Surat. This approach enables the brand to tailor marketing campaigns to the unique preferences of local consumers by leveraging a deep understanding of demographics, behaviours, and purchasing power.
As part of this strategy, Indriya introduced its first bridal collection featuring exquisite designs in gold, diamonds, and polki at its flagship store in South Extension, Delhi. Spanning over 10,000 square feet, Indriya’s flagship store features a kaarigari station and two dedicated bridal lounges where brides can enjoy personalised stylist consultations. The launch, accompanied by a press interaction, showcased the brand’s marketing strategies, omnichannel vision, and its pillars of consumer experience and trust, as explained by Shantiswarup Panda, Chief Marketing Officer, Indriya.
Marketing Strategies
Indriya’s marketing approach combines hyperlocal targeting with broad digital outreach to build brand awareness and attract customers to its stores.
“Our marketing strategies focus on the store as the centrepiece, treating it as the foundation of all efforts. We employ a hyperlocal approach, mapping customer catchments before launch to target nearby areas, which for this store are areas like Greater Kailash, Sarojini Nagar, and Vasant Vihar. This ensures tailored outreach and footfall from local communities,” says Panda.
Additionally, the South Extension store is positioned to attract customers from nearby regions like Noida and Gurgaon, further enhancing its appeal as a destination.
Omnichannel Potential and Digital Presence
Although Indriya currently does not offer online sales, its digital strategy plays a vital role in creating an engaging customer experience. The brand’s website offers an immersive, content-driven interface that encourages exploration, with metrics like high dwell time and low bounce rates exceeding industry standards.
This ensures customers arrive at the store informed and prepared, enabling meaningful interactions. As the brand grows, Indriya plans to integrate e-commerce capabilities, further blending the digital and physical shopping experiences.
“Approximately 80-85% of customer journeys begin digitally, with platforms like Instagram and Facebook effectively driving engagement. Instagram targets younger audiences, while Facebook caters to older demographics, ensuring broad reach,” Panda explains.
Indriya also uses platforms like YouTube and Instagram for broader visibility, reaching audiences across India and even non-resident Indians (NRIs). Campaigns such as YouTube mastheads and collaborations with over 50 influencers before launch boosted brand awareness. Staff training plays a critical role in ensuring customers move seamlessly from online interest to in-store purchases.
Physical Retail as the Way Forward
Indriya primarily relies on physical retail as the key driver of growth. In this regard, inventory management remains an essential component of retail efficiency as well as business cost. Additionally, the brand believes in understanding key offline markets before venturing into e-commerce. Another reason why Indriya is committed to offline retail is the significance of the in-person experience that fine jewellery shopping demands.
“Unlike industries such as fashion or electronics, where price comparability and discount-driven sales dominate online platforms, fine jewellery is more about personal connection, trust, and physical presence,” says Panda.
For Indriya, the value lies in the store experience, where customers can explore, try, and deliberate at their own pace.
“Jewellery purchases often involve multiple visits, with customers coming back after careful consideration, sometimes over weeks or months. This immersive and personal interaction is a key pillar of Indriya’s approach,” Panda stresses.
Indriya does not aim to drive convenience-based sales for high-value items but rather encourages customers to experience the product physically, even if the purchase happens much later. The brand also emphasises its entry-level offerings, such as finger rings and studs, as an essential part of the in-store journey. Pricing consistency across channels is critical to maintain transparency and trust.
Future Outlook
As the Indian jewellery sector becomes increasingly organised, Indriya remains committed to its focus on physical retail, recognising the importance of building trust and relationships through direct customer interactions. This strategy enables the brand to provide the personalised experience traditionally offered by independent, local retailers. Currently, Indriya thrives on catering to the emotional aspects of jewellery purchases, enhanced by real-time, in-store experiences with efficiently trained staff. Looking ahead, the brand plans to remain consistent in offering a seamless, premium, and personalised experience to its clientele while gradually incorporating e-commerce as a complementary channel.
