Indriya, the jewellery brand from the Aditya Birla Group, launches its first-ever bridal collection at its second store at theCG Road, Ahmedabad. The collection inspired by today’s brides who value both comfort and style, showcases uniquely crafted pieces that celebrate heritage craftsmanship and contemporary aesthetics for their milestone occasion. Breath-takingdesigns of bangles, naths, mathapattis, haathphool, rings, and more, offer unique choices for brides across the spectrum from the minimalistic bride to the regal bride for every function.
Ahmedabad, known for its vibrant gold industry and a robost jewellery market, offers a unique opportunity for Indriya to engage with a diverse consumer base. The store features a kaarigari station and adedicated bridal lounge where brides can enjoy personalised stylist consultations.
Mr. Sandeep Kohli, CEO, Indriya said, “Jewellery is evolving from a simple investment to a powerful statement of individuality. At Indriya, our proposition is built on clear distinction, unique designs, personalised service, and authentic regional influences. With the launch of our first-ever bridal collection, we are excited to achieve another significant milestone for Indriya. The collection showcases beautifully crafted pieces that reflect a deep, lasting bond a woman has with her jewellery, particularly during the wedding. At the same time, the collection also offers designs for all the special people in the bride’s life who come together to celebrate the various moments of the wedding and all the other functions.”
Shantiswarup Panda, CMO, Indriya, added, “The emotional bond between a bride and her jewellery is profound. This collection represents a fusion of our heritage with contemporary designs, creating jewellery that reflects the unique journey of each bride. With this launch, Indriya reinforces its commitment to being the premier destination for bridal jewellery in India.”
Abhishek Rastogi, Head of Product Design, Research & Development, Indriya shared, “Crafting this Bridal Collection was about more than design—it was about understanding the age old cultural nuances and marrying it to the aspirations of today’s brides. We have infused each piece with a blend of authentic heritage craftsmanship and contemporary aesthetics, ensuring that every piece tells a story of love, heritage, and artistry. The heirloom worthy jewels thus created celebrates the ‘shringar’ associated with the timeless beauty of bridal jewellery.”
Indriya’s new store is designed to offer a personalised experience, where brides can explore exclusive designs, seek stylist advice, and find the perfect pieces for their wedding. The store also features a wide range of collections, ensuring every bride’s unique taste and style is catered to.
