New Premises
Indriya Opens Third Store in Pune, Strengthens Maharashtra Presence with Six Locations
With 24 stores now across India, the Aditya Birla Group’s jewellery brand continues rapid expansion, offering diverse collections for every occasion
Indriya, the jewellery retail brand from the Aditya Birla Group, has expanded its footprint in Pune with the opening of its third store in Aundh, following successful launches in Bund Garden and Pimpri. This brings the brand’s total store count in Maharashtra to six, and 24 across India.
Launched in 2024, Indriya has swiftly established itself in major urban markets. Pune, known for its blend of cultural heritage and a rising base of discerning consumers, is a key city in the brand’s growth strategy. The city’s affinity for gold, diamond, and polki jewellery aligns with Indriya’s expansive offering of over 20,000 jewellery pieces and 5,000+ exclusive designs.
The new store aims to cater to a wide audience with collections designed for daily wear, weddings, and festive occasions—all crafted with Indriya’s signature blend of heritage and innovation.
“Jewellery today serves as a powerful medium of self-expression, where heritage meets modern design, and craftsmanship tells a personal story. At Indriya, our endeavour has always been to create jewellery that is both culturally rooted and creatively distinct. Pune, with its rich artistic legacy and contemporary outlook, has been an important part of our growth journey. The launch of our third store in Aundh reflects not only the city’s response to our vision but also our commitment to empowering connoisseurs of fine jewellery in this vibrant region. As we expand our footprint in Maharashtra, we remain focused on delivering meaningful design, exceptional quality, and an experience that celebrates individuality.”
— Sandeep Kohli, CEO, Indriya
Indriya continues to focus on physical retail growth across Maharashtra, supported by consumer engagement strategies. The Aundh store also contributes to the Aditya Birla Group’s growing presence in the jewellery sector. Backed by one of India’s most trusted business groups, Indriya is well-positioned to become a leading player in the highly competitive Indian jewellery market.
DiamondBuzz
Forevermark Diamond Jewellery Celebrates the Grand Opening of De Beers Group’s Largest Flagship Store in Mumbai
Nearly 5,000 sq. ft. Mumbai flagship debuts with a stunning launch event, unveiling the ICON Collection
Forevermark Diamond Jewellery marked a defining milestone in its India journey with the grand opening of the world’s largest flagship store by De Beers Group in Mumbai. Located at Crest Link, Khar West, at the heart of Linking Road, the nearly 5,000 sq. ft. store reflects the brand’s long-term commitment to Indian consumers seeking meaningful, design-led luxury.
The marquee launch was celebrated with an exclusive evening that brought together
Mumbai’s most influential tastemakers, jewellery connoisseurs, creative voices, socialites,
celebrities, and leading creators. Hosted within the flagship itself, the event offered guests a
first glimpse into the brand’s stunning universe, featuring a fashion showcase and immersive
experiences that seamlessly blended craftsmanship with contemporary style.
The evening unfolded with enthralling performances including live music and a spectacular
fashion showcase, complemented by interactive installations and AI integrations around the
Mine to Finger journey, branded photo moments, innovative tarot readings and displays of the new collection, creating an atmosphere of modern luxury and timeless elegance. Guests
explored the store’s full portfolio, from refined everyday diamond jewellery to statement and
high jewellery pieces, all designed to celebrate life’s most meaningful moments.
Every Forevermark Diamond Jewellery piece is crafted from some of the world’s most
beautiful, rare, and responsibly sourced diamonds, each bearing a unique inscription, a
promise of authenticity, integrity, and exceptional quality. This philosophy comes to life with
the launch of the all-new Forevermark Icon Collection, inspired by the North Star as a symbol of clarity, direction, and confidence. It features versatile everyday diamond jewellery styles,striking statement pieces, and iconic designs across rings, earrings, necklaces, and bracelets.
This collection launch is also accompanied by the brand’s new campaign titled ‘My Guiding
Light’ that celebrates four iconic women who represent modern Indian excellence across
diverse fields. Manu Bhaker, professional shooter and double Olympic medallist; Diana
Penty, actor; Masaba Gupta, designer, actor, and entrepreneur; and Princess Gauravi
Kumari of Jaipur, social entrepreneur, each embody individuality, strength, and purpose,
sharing their personal stories and perspectives through mini digital videos on Instagram.
Together, they reflect the belief that confidence and direction come from within, perfectly
aligning with the spirit of the Icon Collection.
All four of them were also in attendance at the event, bringing glamour and gravitas to the
evening and reinforcing the store’s position as a landmark destination in Mumbai’s luxury
retail landscape. The evening was further elevated by the presence of Mumbai Indian
Cricketers Amelia Kerr, Milly Illingworth and Sajeevan Sajana, whose stories of resilience,
precision and perseverance echo the enduring strength of natural diamonds.
Commenting on the launch, Sandrine Conseiller, CEO, Brands & Diamond Desirability, De Beers Group, said: “India is central to the future of the natural diamond category. The opening of our largest Forevermark store in Mumbai reflects both the strength of consumer response we are seeing and our long-term confidence in the market. As luxury consumption
in India becomes more considered and value-driven, Forevermark is well positioned to build relevance through trust, craftsmanship, and enduring desirability.”
Shweta Harit, Senior Vice President, De Beers Group and CEO, Forevermark, added: “Mumbai marks an important next chapter in Forevermark’s India story. Following the encouraging response to our New Delhi store, this flagship reflects the scale of opportunity ahead. As our largest store globally, it brings together our brand vision, retail ambition, and commitment to the Indian consumer. This opening is also a key step toward our longer-term plan of building a network of 100 Forevermark stores in India by 2030.”
The new Mumbai flagship blends Forevermark’s contemporary international design with
local sensibilities. The spacious store offers an immersive experience, showcasing everyday
diamond jewellery, statement and high jewellery pieces, and iconic designs in a setting that
reflects the brand’s commitment to thoughtful, experience-led luxury.
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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.