Indriya, Aditya Birla Group’s jewellery brand today announced the launch of ‘SMART GOLD EXCHANGE,’ a pioneering scheme set to redefine the gold exchange experience for customers across India. Breaking traditional norms, Indriya now offers India’s only zero-deduction policy on old gold, ensuring customers receive the full value of their pre-owned gold, 14kt onwards, regardless of its karatage.

Customers can now bring in their old gold, whether 14kt or 22kt, and receive full value of its prevailing market value, with no hidden charges or deductions. This ground-breaking initiative places trust and transparency at the forefront, empowering customers to seamlessly upgrade their old jewellery and buy exquisite masterpiece jewellery.

Sandeep Kohli, CEO, Indriya said “At Indriya, we believe trust is the most precious element in every piece of jewellery. With this initiative, we are proud to offer our customers complete value for their old gold—without deductions, without hidden charges. It is our way of ensuring transparency, simplifying the upgrade journey, and welcoming them to experience the elegance of our latest collections with total confidence. This will also allow our consumers to effortlessly transform their existing gold into new designs, ensuring they always receive full value and the confidence that comes with it.”

This transformative ‘SMART GOLD EXCHANGE’ scheme is now available across all 25 Indriya stores spanning North, South, and West India, including five in Delhi; four in Hyderabad; three each in Mumbai and Pune; two each in Ahmedabad, Jaipur, and Patna; and one each in Indore, Surat, Andhra Pradesh, and Uttar Pradesh, reinforcing Indriya’s growing footprint and commitment to delivering exceptional value to consumers nationwide.

Gone are the days when bridal jewelry meant stashing ornate heirlooms in a locker. Today’s brides are rewriting the rules—opting for pieces that reflect their values, personal style, and modern lifestyle. Whether it’s a lab-grown diamond or a mined classic, contemporary bridal jewelry is about self-expression, sustainability, and long-term wearability.

Leading this movement is Oropel’s Noor Collection—a curated line of handcrafted, versatile diamond jewelry that beautifully blends tradition with modern sophistication. Here are six reasons why the Noor Collection is becoming a go-to for brides redefining luxury on their own terms:

1. Diamonds That Align with Your Values—and Your Aesthetic
With the Noor Collection, you’re free to choose between lab-grown or ethically sourced mined diamonds—without compromising on sparkle or sentiment. Every piece is a celebration of what matters to you, crafted with intention and authenticity.

2. The Noor Necklace: Designed for Every Chapter
This standout piece features three interchangeable, hand-embroidered straps—making it as adaptable as your wedding wardrobe. From ceremonies to after-parties to Sunday brunch, it’s bridal jewelry you’ll want to wear again and again.

3. Timeless Craftsmanship, Modern Sensibility
Each Noor design is handcrafted in 14K gold, merging intricate Indian techniques with clean, contemporary forms. Whether you’re drawn to delicate stackable rings or statement earrings, every piece is built for both beauty and longevity.

4. Jewelry That Tells Your Story
Oropel’s founder, Neeti Patwa, says it best: “Whether you prefer mined or lab-grown, Noor is about jewelry that feels like you.” Each piece is meant to be worn, lived in, and loved—just like the memories you’ll create in them.

5. More Than Just Wedding Day Jewelry
Noor pieces are designed to move with you—from your bridal look to your everyday style. Think diamond studs, versatile chokers, and refined bracelets that look just as good with jeans as they do with lehengas or gowns.

6. Heirlooms of a New Era
These aren’t your grandmother’s jewels—but they’re just as meaningful. With a focus on emotion, longevity, and design, each Noor piece is meant to be passed on—not just through generations, but through life’s many milestones.

Bridal Jewelry That’s Meaningful, Wearable, and Truly Yours
The Noor Collection by Oropel reimagines what bridal jewelry can be—versatile, value-driven, and deeply personal. Because the most beautiful diamond pieces aren’t just worn—they’re lived in.

Dassani Brothers, renowned for their legacy in Indian heritage jewelry, proudly present their latest offering — the Vintage Collection, a stunning ode to India’s regal craftsmanship and enduring design traditions. Rooted in the artistry of Polki and Jadau, this collection reinterprets age-old techniques through a modern, refined lens.

Every piece in the collection is a celebration of meticulous handcrafting — adorned with uncut diamonds (Polki), round brilliant cut diamonds, emerald cuts, cabochon emeralds, emerald baguettes, and ruby baguettes. Set in 14KT and 18KT gold with antique finishes, the designs evoke the grandeur of royal India while appealing to today’s discerning collectors.

From majestic necklaces and intricate earrings to heirloom-worthy rings, the Vintage Collection captures the soul of India’s rich jewelry traditions — offering creations that blend cultural heritage with contemporary sophistication.

With this collection, Dassani Brothers invite you to experience a world where legacy meets luxury — a timeless journey of beauty, symbolism, and Indian artistry at its finest.