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
TrueSilver Launches The New ‘Dancing Muse’ Collection
~ A bold Collection Of Statement Pieces That Make You Stand Out
TrueSilver, the digital-first sterling silver jewellery brand by ACPL Exports, unveils Dancing Muse, a contemporary collection inspired by fluidity, movement, and the evolving identity of the modern woman. At its core, Dancing Muse is a sense of freedom in motion—unscripted, unfiltered, unapologetic. It captures an effortless energy of expression—confident, authentic, and designed to stand out. This spirit comes alive through soft, wave-like forms and sculptural curves that echo the body’s natural movement. Each piece feels fluid, expressive, and instinctive, designed to move with you.
The collection features over 40 designs, including wavy rings, chains, earrings, and bracelets, available in silver, gold, and rose gold plating. Select designs are accented with cubic zirconia, adding depth and light while enhancing the sense of movement within each form. Designed to transition seamlessly from day to night, the pieces are bold yet versatile, made to stand on their own or be layered for a more personal, expressive style.
Commenting on the launch, Vandana Bhalla, CMO, TrueSilver, said,
“Dancing Muse is for women who express themselves without hesitation. There’s an ease to their confidence—bold, expressive, and unafraid to stand out. The collection mirrors this through fluid, statement-making designs that feel instinctive and personal.”
As a digital-first brand, TrueSilver brings together craftsmanship with a strong focus on contemporary, design-forward aesthetics. Every piece in the Dancing Muse collection is crafted in BIS-hallmarked 925 sterling silver, ensuring purity and durability. Inspired by evolving global design movements, the collection reflects a shift towards expressive, statement-led jewellery that moves across occasions while staying rooted in individuality and form.
Solene Fluid Statement Necklace for Women–
A thoughtfully crafted silver jewellery for women, ideal for birthdays and anniversaries. Made in 925 sterling silver, select designs feature cubic zirconia accents that add a refined brilliance. The polished tone structure brings depth while maintaining a clean, modern aesthetic.
Vanya Ripple Hoops
The Vanya Ripple Hoops capture the beauty of movement in every curve. Handcrafted in 925 sterling silver, their twisted, wavy texture mirrors fluid motion, creating a soft, graceful shimmer that feels effortless yet expressive.
Bella Wavy Hoop
The Bella Wavy Hoop Stud Earrings echo a fluid, sculptural spirit, bringing a graceful curve that moves effortlessly with your style. Crafted in 14K rose-gold-plated sterling silver, they offer a refined yet striking presence.
Aria Graceful Statement Finger Ring
The Aria Graceful Statement Finger Ring balances a clean, sculptural silhouette with quiet intensity, designed to stand out.
Nysa Wavy Bracelet
The Nysa Wavy Bracelet is crafted with a lightweight feel and secure fit, balancing ease with impact. Its gold finish introduces a bold, refined brilliance designed to stand out.
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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.