BrandBuzz
Indriya by Aditya Birla Jewellery Unveils Fifth Store in Delhi with Exclusive Bridal Collection
Indriya, the prestigious jewellery brand under the Aditya Birla Group, has launched its fifth store in Delhi, located in the vibrant Pitampura area
The new store seamlessly combines traditional craftsmanship with modern design, offering a unique, immersive jewellery shopping experience. It features an exclusive kaarigari room and a bridal lounge, allowing customers to explore the intricate artistry and customization options available.
This new store also marks the debut of Indriya’s first bridal collection, which includes stunning designs of bangles, naths, mathapattis, haathphools, rings, and more. The collection caters to both minimalist and traditional tastes, capturing the evolving preferences of today’s brides. The store offers a personalized experience, where brides can discover exclusive designs, receive expert styling advice, and find the perfect jewellery for their special day.
Mr. Sandeep Kohli, CEO of Indriya, shared, “Jewellery today is not just an investment—it’s a reflection of personal identity. At Indriya, we focus on unique designs, personalized services, and authentic regional influences. With the opening of our new store in Pitampura, we are proud to bring our craftsmanship to a new audience in this culturally rich and discerning neighbourhood. Our debut bridal collection is designed to resonate with women celebrating special moments, particularly weddings.”
Ekatra Retail Ventures, co-founded by Pavitra Gandhi, Sunny Sakaria, Sussanne Khan, Vasuki Punj, and Chirayu Yardi, proudly announces its debut in the world of lab-grown diamond jewellery with Shristi Ratna, a diamond crafted with 108 facets, symbolizing a cosmic journey. Spearheaded by a strong female vision, the launch signals the start of a thoughtfully curated, women-led journey in accessible luxury and lifestyle.
Shristi Ratna is a proprietary lab-grown diamond meticulously engineered with 108 precisely crafted facets to redefine brilliance. Developed through advanced geometric design and master craftsmanship, each facet is strategically designed to enhance light performance, depth, and fire. Serving as the central inspiration for the brand’s flagship launch collection, Shristi Ratna is the defining signature around which every creation is thoughtfully designed. More than a gemstone, it represents the seamless harmony of science, precision, and human artistry captured within a singular, extraordinary stone.
Sussanne Khan, Pavitra Gandhi, Jennifer Winget, Apoorva Mukhija, Vasuki Punj, Pragya
Co-founder and Design Director Sussanne Khan, along with celebrated personalities Jennifer Winget, Apoorva Mukhija, and Pragya Kapoor, will also join the team at Ekatra to unveil distinct story-led collections reflecting their individual journeys and creative interpretations for Ekatra Jewels in the near future. Rahul Dayama also joins as a partner and brings deep expertise in building and scaling modern consumer brands.
Marking a significant milestone for the brand, the official website was launched on 8th March 2026, inviting audiences into an immersive digital experience that brings to life the philosophy, artistry, and collections behind the concept.
Speaking on the launch, Pavitra Gandhi from Ekatra Retail Ventures shared:“Partnering with Sunny Sakaria, Vasuki Punj, and Chirayu Yardi marks the beginning of an incredibly exciting journey for us. Bringing Sussanne Khan on board as Creative Director has been one of our most defining decisions, a reflection of our shared commitment to innovation, bold creativity, and delivering truly disruptive experiences in the world of jewellery.”
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JewelBuzz is Asia’s First Digital Jewellery Media & India’s No.1 B2B Jewellery Magazine, published by AM Media House. Since 2016, we’ve been the trusted source for jewellery news, market trends, trade insights, exhibitions, podcasts, and brand stories, connecting jewellers, retailers, and industry professionals worldwide.