Indriya, Aditya Birla Jewellery, unveils Raasvi, the Bridal Collection of Gujarat, designed for the bride who carries her heritage and has dreamt about her perfect moment for years. Raasvi celebrates the vibrant essence of Gujarat’s rich textile artistry and enduring cultural warmth, a radiant expression of craftsmanship and timeless regional grace.

Raasvi is more than jewellery — it is a celebration of Gujarat’s rich traditions, artistry, and timeless elegance. Designed for the bride who carries her culture through joyous rituals and vibrant heritage, Raasvi weaves together the essence of Gujarati craftsmanship and contemporary design. At its heart, Raasvi, a symphony of creativity, reflects the region’s enduring artistry and cultural pride. The masterpiece unfolds in three exquisite layers—Chandan Haar, Jhalar, and Jhumna Haar—each embodying joy, tradition, and the spirit of Gujarat.

The first layer, Chandan Haar, features an intricate design of multiple gold chains with a central pendant inspired by the graceful arches of historic monuments, adorned with detailed stone settings. The second layer, Jhalar, cascades with floral motifs drawn from temple carvings and nature, embellished with delicate jhumka-like charms that evoke the welcoming tassels of a toran. Completing the trio is the Jhumna Haar, which incorporates traditional Kalighati artistry and the iconic Gujarati Pankhi motif, layered with ancient ruby jadai, celebrating the rich textile heritage of Gujarat. These layers together embody a radiant tribute to Gujarat’s timeless bridal elegance and cultural warmth.

For years, every bride has a dream of the kind of bride she wants to be on her special day, one who celebrates the vibrant soul of her homeland and is deeply rooted in heritage. That dream now comes true with Raasvi, Indriya’s tribute to the bride who chooses to carry the spirit, colors, and artistry of Gujarat in every step, every sparkle, and every story she wears. 

The brand film launching Raasvi captures this vision of a modern bride whose aspirations are shaped by faith, culture, and the traditions she embraces. Available in Gujarati and Hindi, the film reflects the emotional depth and rich cultural heritage of the collection and is launched across TV and digital channels.

Sandeep Kohli, CEO, Indriya said, “With Raasvi, we are proudly embracing Gujarat’s rich cultural heritage and celebrating it through exquisite craftsmanship inspired by its vibrant textile artistry and iconic motifs. Our vision is to establish Indriya among the leaders in regional bridal jewellery, by creating deeply authentic, meaningful designs that resonate with brides who cherish their roots. . Raasvi marks an important step in making Indriya the most trusted destination for bridal jewellery across India, where tradition meets timeless elegance.” 

Abhishek Rastogi, Head of Design, Indriya said, “Our vision was to bring the vibrant heritage of Gujarat to life through design. Raasvi is a balanced dialogue between tradition and modernity—where intricate kaarigari meets refined contemporary craftsmanship. Through meticulous detailing and profound cultural inspiration, we have created jewellery that embodies not just beauty, but the soul, emotion, and timeless spirit of Gujarat. The kaarigari of Raasvi reflects centuries of artisanal mastery, weaving together exquisite embroidery-like techniques with iconic motifs to honor the enduring artistry of the region.”

Shantiswarup Panda, Head of Marketing & Visual Merchandizing, Indriya. “The day of marriage across Indian sub-cultures remains the purest expression of one’s culture and celebration of rich heritage. Every woman cherishes a dream of being a bride of a certain kind much before the chosen man walks into her life, a bride who indulges in celebration of her heritage. These collections brings dreams to life through rich storytelling that blends heritage with individuality. With this collection, Indriya invites every bride to connect with her culture reflected in design and make it her own with endless love.”

With a growing presence of 36 stores across India, Indriya continues to bring exquisitely crafted jewellery closer to brides across the nation.

Kaarigari so exquisite in every detail, your heart will sing, Dil abhi bhara nahin.