BrandBuzz
Indriya eyes Top-3 spot; Announces rapid expansion to 75 stores
– Indriya, the rapidly ascending jewelry venture of the Aditya Birla Group, announced a strategic roadmap to capture a top-three position in India’s organized jewelry segment. On the heels of reaching a 50-store milestone in under two years, the brand has set its sights on expanding its retail footprint to 75 stores in the near term.
Driven by Chairman Kumar Mangalam Birla’s vision to transition the conglomerate into a consumer-facing powerhouse, Indriya is capitalizing on the massive shift from unorganized to organized retail in the Indian jewelry market.
Strategic Growth & Market Presence
Indriya currently operates 49 stores across 30 cities. The brand’s “cluster-based” expansion strategy has successfully established deep roots in Northern and Western India, with aggressive recent moves into the Southern and Eastern regions.
“Our pace reflects our ambition,” said Amit Dharap, Head of Retail, Indriya. “We are moving from 50 to 75 stores by deepening our presence in key clusters like Delhi-NCR and expanding further into high-potential markets like Andhra Pradesh.”
To differentiate itself in a crowded landscape, Indriya is doubling down on two core pillars:
- Large-Format Experiential Retail: Stores typically range from 4,000 to 5,000 sq. ft., with flagship locations in metros scaling up to 12,000 sq. ft. to provide an immersive shopping environment.
- Design-First Philosophy: The brand boasts a portfolio of 28,000 unique in-house designs, spanning gold, diamond, polki, and gemstones, tailored to both daily wear and the high-value wedding segment.
\Indriya utilizes a Franchise-Owned, Company-Operated (FOCO) model. This allows the brand to remain asset-light while leveraging the deep-rooted community relationships of local partners. This “local insight meets corporate trust” approach has been pivotal in successfully penetrating Tier II and III cities.
As gold prices fluctuate, the brand is also staying agile, exploring 14-carat and 18-carat options to ensure value-driven offerings without compromising on the premium aesthetic that has become the brand’s hallmark.
BrandBuzz
Malabar Gold & Diamonds Unveils ‘Nuwa’, A Natural Diamond Collection Inspired By Nature’s Finest Creations
NUWA Celebrates The Beauty Of Nature Through Exquisite Natural Diamonds, Contemporary Craftsmanship, and Modern Luxury
Malabar Gold & Diamonds has unveiled NUWA, a new natural diamond jewellery collection inspired by the intricate patterns, textures, and subtle details found in nature. Conceived as a celebration of modern luxury through the lens of the natural world, Nuwa draws inspiration from the intricate details that often go unnoticed, from the striking rhythm of stripes and honeycombs to the fluid formations and organic patterns shaped by the earth itself.
Crafted in 18kt and 14kt gold with a touch of global sophistication, Nuwa features natural diamonds elevated through coloured gemstones, ceramic colour enamelling, and multi-tone rhodium finishes. The collection balances structure and softness, creating jewellery that feels refined, versatile, and relevant across occasions. Each design interprets nature’s pattern play through intricate detailing, fluid forms, and a distinctly modern aesthetic.
The latest edition of NUWA by Malabar Gold & Diamonds celebrates modern luxury through natural diamonds, drawing inspiration from nature’s finest creations and global design influence.
As part of the collection, acclaimed actress Kareena Kapoor Khan continues as the face of Nuwa. Known for her effortless elegance, confidence, and enduring appeal, she perfectly reflects the collection’s celebration of individuality, modern femininity, and timeless sophistication.
Commenting on the launch, M. P. Ahammad, Chairman, Malabar Group, said:
“At the heart of this collection is an appreciation for pattern play – the intricate textures, formations, and details that quietly shape the world around us. With Nuwa, we wanted to translate that beauty into a contemporary diamond collection that feels sophisticated, versatile, and relevant to today’s woman. Every piece reflects a balance between intricate craftsmanship and effortless elegance, creating jewellery that can be worn and appreciated across occasions and generations.”
The collection has been designed for women who appreciate understated luxury and meaningful design. Inspired by the harmony that exists in nature, Nuwa combines delicate detailing with strong visual character, offering a distinctive expression of modern diamond jewellery.
With Nuwa, Malabar Gold & Diamonds continues to strengthen its natural diamond portfolio through collections that combine craftsmanship, design innovation, and contemporary luxury while remaining rooted in timeless inspiration.
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