Indriya, Aditya Birla Jewellery, has set an industry-first benchmark in natural diamond selection, bringing greater delight and trust to the diamond buying experience. Rooted in the belief that exceptional sparkle is the most visible expression of diamond quality, this approach builds on the brand’s best-in-class selection standards. Going beyond conventional grading standards, Indriya’s approach to diamond cut and selection evaluates how effectively a diamond reflects, refracts, and returns light to deliver superior brilliance, fire, and scintillation. Only 1 out of 5 natural diamonds meet these rigorous standards.

This shift comes at a pivotal moment for the category. India sits at the heart of the global diamond industry, with over 90% of the world’s diamonds cut and polished in regions like Surat and Mumbai. Yet, despite this deep-rooted expertise, diamond jewellery consumption remains below 15%. By prioritising diamonds with optimal proportions and superior light return, Indriya not only brings to the forefront some of the most brilliantly sparkling diamonds in the country but also aims to reshape how Indian consumers evaluate and choose diamonds, beyond the traditional 4Cs.

THE SCIENCE BEHIND THE SPARKLE

While clarity, colour, and carat come from nature as physical properties, cut is the result of human artistry and precision. It determines how light enters, reflects within, and exits the diamond, making it the true driver of brilliance. A well-cut diamond maximises light return, while sub-optimal cuts allow light to escape, creating a visible difference in sparkle.

At Indriya, cut is further understood through three key aspects of light performance: Brilliance, Fire, and Scintillation, capturing how a diamond truly appears when worn:

• Brilliance: the white light reflected from a diamond’s facets
• Fire: the dispersion of light into spectral colours
• Scintillation: the flashes of sparkle seen in movement of light

Only diamonds that meet Indriya’s exacting standards across these parameters are selected, with precise proportions, optimal light return, and minimal light leakage. Near-colourless F–H–G diamonds and high-clarity tables further enhance reflection, ensuring exceptional sparkle across every moment of wear.

To help consumers and stakeholders experience this distinction firsthand, Indriya has introduced SparkleScope, an innovative in-store technology that enables customers to evaluate a diamond’s sparkle. By making sparkle visibly measurable, this experience brings greater transparency to the buying process, allowing customers to see, understand, and trust the difference that defines Indriya diamonds.

Commenting on this innovative industry benchmark introduction, Sandeep Kohli, CEO, Indriya, said:

“The diamond industry is evolving, and innovation is the need of the hour. For decades, quality assessments have focused on the 4Cs, but ultimately customers fall in love with a diamond that sparkles the brightest. It is the first thing they notice, the quality that instantly captures attention, and the reason a diamond feels truly special. 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.

Every diamond in Indriya is selected for its superior sparkle and is available across a wide range of categories and occasions. Our aim is to democratise access to, and understanding of, exceptional sparkle, enabling customers to discover the best, and most sparkling diamonds.”

Also sharing his perspective, Rajendran Ganapathy, Head of Supply Chain at Indriya, commented:

“At Indriya, we started with a simple belief: if sparkle is what customers cherish most, it should also be the defining benchmark of our diamond selection process. Indriya handpicks only 1 out of 5 diamonds available in the market to ensure that our customers get the most sparkling diamonds. The result is a collection of diamonds that are selected for exceptional visual sparkle that is captivating and enduring.”

Indriya is the first legacy-backed jewellery brand to enter the Indian market in over three decades and is the fastest-growing retail brand, crossing 80 stores in under two years. With over 32,000+ designs, Indriya plans to change the way Indians buy diamonds, with karigaari at the core, showcasing evocative expressions of heritage reflecting the extraordinary skill and generational knowledge of India’s master craftsmen.

The launch is supported by Indriya’s new campaign, ‘Sparkle Like No Other’, featuring the face of the brand, Aditi Rao Hydari. The campaign brings alive the allure of superior sparkle, capturing attention and celebrating what sets Indriya diamonds apart.

With this campaign, Indriya continues to strengthen its position as a modern jewellery destination, offering a wide spectrum of diamond jewellery, from elegant everyday wear to occasion, festive, and wedding collections. The brand blends craftsmanship, innovation, and consumer education, while championing a more transparent and experience-led approach to diamond buying.

The campaign is being amplified through 360-degree media, creating a seamless consumer journey from awareness to experience.