Indriya, the jewellery retail brand under Aditya Birla Group, has launched its 11th store in Surat, just 17 weeks after its debut. Amit Dharap, Head of Retail at Aditya Birla Novel Jewels Ltd, expressed pride in the smooth launch, calling it one of the brand's most memorable. Since its inception in July, Indriya has expanded rapidly, opening multiple stores across cities like Delhi, Indore, Jaipur, Mumbai, Pune, and Ahmedabad. With plans to expand to over 10 cities within the next six months, Indriya aims to become a strong player in India's competitive jewellery market, backed by an investment of Rs 5,000 crore.
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