Indriya by Aditya Birla Jewellery Crosses 100-Store Milestone Across India

Calling it "a significant milestone in our journey of growth and success," the company said Indriya "proudly celebrates the achievement of 100 stores across India."

The announcement said the milestone "reflects our commitment to quality, customer trust, excellence, and the collective efforts of our dedicated teams." It also described the moment as one of pride for everyone associated with Indriya, and said the brand would keep strengthening its presence. The post ended with the line: "100 Stores. One Vision. Endless Possibilities."

Store teams marked the occasion with celebrations, including a commemorative cake printed with "Indriya – 100 Stores."

The Aditya Birla Group forayed into branded jewellery retail in 2024 with the launch of Indriya, under the company Novel Jewels. A year before the launch, the Group had announced an investment of Rs 5,000 crore to enter the business. The growth has been rapid. In January 2025, the brand was operating 12 stores and aimed to open 100 over the next 18 months, according to a top executive. It runs on a FOCO (franchise-owned, company-operated) model, and the company has said most future stores will follow this model. Indriya competes with Tata-owned Tanishq, Reliance Jewels, Kalyan Jewellers, Senco Gold, Joyalukkas and Malabar Gold.