Indriya, Aditya Birla Jewellery, is proud to present ‘Devi’—a radiant new collection that celebrates the eternal feminine spirit. Launched in the auspicious lead-up to Navratri, ‘Devi’ is an ode to every woman, embodying strength, compassion, and grace, and reflecting the timeless essence of the Goddess within her.

At the heart of ‘Devi‘ is Mata ni Pachedi, a centuries-old textile art from Gujarat that depicts stories of the goddess through her devotees, floral motifs, and temple icons. Traditionally created with hand block printing and freehand painting, this craft has been reimagined in jewellery design, blending heritage with modern expression.

The collection also draws inspiration from the Kaliganthi, a revered necklace of seven amulet-shaped units symbolising the seven divine mothers. Once cherished by brides as a protective charm of heritage and legacy, its motifs are rediscovered in the context of Devi as timeless symbols of perseverance, power, and eternal beauty.

Speaking on the launch, Sandeep Kohli, CEO, Indriya, said, “At Indriya, our vision has always been to create jewellery that reflects artistry, emotion, and heritage.  Devi is not just a collection. It is a celebration of the divinity within every woman. It reminds us that each woman carries the strength of the Goddess in her, resilient, radiant, and timeless.”

Abhishek Rastogi, Head of Design, Indriya, said, “The design journey of ‘Devi’ draws inspiration from revered motifs like Mata ni Pachedi and the Kaliganthi. Each piece integrates sacred symbolism—lotuses, celestial patterns, and amulets—with refined craftsmanship and modern sensibilities. The result is a collection that celebrates this feminine spirit.”

This creation is a reflection of Indriya’s deep commitment to preserving traditional kaarigari and celebrating the rich legacy of Gujarat through timeless design. With ‘Devi’, we continue our role as custodians of India’s artistic and historical narratives, giving heritage a contemporary voice that resonates today.

Since its inception in 2024, the brand has expanded rapidly across the country, establishing a strong presence in the North, South, and Western regions. With a growing network of now 29 stores across North, South, East and West India, including six in Delhi; four in Hyderabad; three each in Mumbai and Pune; two each in Ahmedabad, Jaipur, Patna, and in Uttar Pradesh—with one store each in Lucknow and Prayagraj; and one each in Indore, Jodhpur, Surat, Vijayawada, and Odisha—reflecting Indriya’s growing footprint and commitment to making finely crafted jewellery more accessible to consumers.