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Indriya eyes Top-3 spot; Announces rapid expansion to 75 stores

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– 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.

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BrandBuzz

IGM’s RamMudra : Kuberdev Ka Sona Lights Up The Festive Gold Market

RamMudra Fulfils Diwali Pujan By Invoking The Blessings Of Goddess Lakshmi As Well As Lord Kuber. Lakshmiji Hain Dhan Ki Devi Aur Kuberji Hain Dhan Ke Devta. Isliye Kuberji Ke Bina Dhanteras Aur Diwali Ka Lakshmi Pujan Adhoora Hai. Lakshmiji Samriddhi Laati Hain Aur Kuberji Usse Sambhalte Hain Aur Badhate Hain.

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This festive season brings a unique way to reconnect ancient traditions of the land with modern innovations. This has been made possible by IGM (India Gold Metaverse), which has rolled out RamMudra – Kuberdev ka Sona. 

Restoring a theological equilibrium of sorts with the debut of RamMudra – the ‘Divine Blessed Gold’ coins – IGM has reengineered the domestic bullion ecosystem anchored in its twin philosophies of ‘Gold is Technology’ and ‘Gold is Emotions’. 

For generations, Indian households have focused their bullion purchases almost exclusively on Goddess Lakshmi. According to scriptural tradition, any Dhanteras or Diwali worship remains incomplete without invoking the blessings of Lord Kuber. While the Goddess of Wealth bestows prosperity upon a home, it is Lord Kuber—the divine treasurer—who actually safeguards and multiplies that fortune. 

Enter RamMudra, the Devya Sona.

Birth of ‘Divine Blessed Gold’

The concept draws directly from the sacred lore of Tirupati. When Lord Balaji sought the hand of Goddess Padmavati, her father, King Akasha Raja, stipulated one extraordinary condition: Their nuptials had to be the grandest celebration ever witnessed in the past, present, or future (na bhuto na bhavishyati). 

To finance a celestial wedding of such unprecedented scale, Lord Balaji borrowed 14 lakh RamMudra gold coins from Lord Kuber—a princely sum valued at roughly Rs 21,000 crore in today’s market. Devotees believe Lord Balaji is still repaying this cosmic debt through the temple offerings made by pilgrims right up until the end of Kaliyuga. 

In return, Goddess Lakshmi showers grace upon contributors based purely on their bhaavna (sincerity and devotion) rather than the size of their donation. Honouring this sacred custom, IGM has pledged a share of its projected profits to the Tirupati Balaji trust in advance, effectively turning every minted piece into ‘Blessed Gold’. 

‘Bharat Ka Sona, Bharat Ke Liye’

Minted in 999.9 fine purity, the limited-edition physical coins are available across seven weight denominations: 1g, 2g, 5g, 10g, 20g, 50g, and 100g. Buyers can select from five distinct obverse engravings featuring Lord Kuber, the triad of Padmavati–Balaji–Lakshmi, Goddess Lakshmi, Saraswati–Lakshmi–Ganesh, or Lord Dhanvantari. 

Crucially, the entire line operates under the banner of ‘Bharat Ka Sona, Bharat Ke Liye’. Enforcing a strict zero-import mandate that supports the Prime Minister’s Atmanirbhar Bharat vision, IGM crafts every coin exclusively from 100 per cent recycled domestic bullion certified to ‘India Good Delivery’ standards. 

Temple to tech: Digital gold backed by 1:1 reserves

The technological architecture behind the scenes is equally rigorous. Available alongside physical coins is RamMudra digital gold—one of the world’s few Gold-Backed Digital Tokens built on blockchain with real-time Proof of Reserves. Each digital unit is backed 1:1 by physical bullion reserves. Sequel Logistics is the custodian while Vistra Global Solutions is the administrator. 

Uniquely, the custodian, administrator, and everyday buyer each have access to their own verification node on the blockchain, allowing investors to independently verify their gold holdings at any moment. 

Anyone can immediately start a RamMudra digital gold portfolio with as little as ₹10 or acquire heirloom RamMudra physical gold coins via authorised partner jewellers, the IGM Mumbai office, the RamMudra mobile app, or online from www.rammudra.com. Whatever the route, RamMudra ensures savers no longer have to choose between ancient faith and ledger-grade transparency.

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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.

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