Indriya debuts in Bhubaneswar, announces bold expansion plans across Odisha

THEBUSINESSBYTES BUREAU

BHUBANESWAR, JULY 12, 2025

Indriya, the premium jewellery brand from the Aditya Birla Group, has inaugurated its first-ever store in Bhubaneswar, marking a strategic foray into Odisha’s culturally rich and design-conscious market. The launch reflects Indriya’s vision to redefine jewellery retail by offering a harmonious blend of tradition, innovation, and immersive experiences.

Speaking at the launch, Ananthanarayanan Hariharan, Head – Retail and Merchandising at Indriya, said, “As Odisha continues to emerge as a hub of culture, business, and economic growth, we are proud to bring our hallmark to a region that exemplifies the balance between legacy and modernity.” He further emphasized Indriya’s broader ambition: “Our aim is to become one of the top jewellery brands in India over the next decade. We are investing in large-format stores, design innovation, and technology-driven retail experiences to serve the evolving Indian consumer.”

The Bhubaneswar store stands out for its thoughtfully designed spaces that elevate the customer journey. With features like an exclusive bridal lounge and a kaarigar room showcasing live craftsmanship, the store presents a curated experience. It houses more than 20,000 exquisitely crafted jewellery pieces, including over 5,000 unique designs from signature collections like Aasmaniyat.

Shantiswarup Panda, Chief Marketing Officer of Indriya, highlighted the brand’s design philosophy saying, “Today’s consumers seek more than just jewellery — they’re looking for meaning, identity, and relevance. Our in-house design team blends regional and global trends, while our collaborations with local artisans ensure that traditional craftsmanship finds a voice in modern design. We are creating jewellery that speaks to both heritage and contemporary tastes.”

With Bhubaneswar becoming Indriya’s 27th store nationwide, the brand is now setting its sights firmly on Odisha. Over the next two years, Indriya plans to open 5–6 additional stores across key cities in the state as part of its larger roadmap to scale up to 100 stores across India by July 2026.

By anchoring its offerings in cultural authenticity, technological advancement, and design excellence, Indriya is poised to become a household name in Odisha’s jewellery landscape and beyond.