Indriya, the jewellery retail venture of the Aditya Birla Group, has opened its third store in Bengaluru and plans to more than double its presence in the city this year as part of a metro-focused expansion strategy.
The company had earlier earmarked a ₹5,000-crore capital expenditure plan to scale operations. Dilip Gaur, Director of Indriya – Aditya Birla Jewellery, said the investment is being deployed to accelerate store expansion and improve productivity.
“We will be able to drive more growth with the same investment,” he noted, adding that the brand is focusing on prime locations and larger, experience-led store formats.
Metro markets drive expansion
Indriya expects to cross 75 stores shortly and is targeting the 100-store milestone within the year. According to Gaur, the top 10 cities contribute nearly 40–50 per cent of jewellery consumption, making metro markets central to its growth plans.
Bengaluru, as one of the country’s leading jewellery markets, remains a key focus for the brand’s expansion.
Strong gold demand continues
Despite a surge in gold prices, the company is witnessing strong same-store growth. Gold jewellery continues to dominate demand due to its dual appeal as both adornment and investment.
Studded jewellery contributes around 20–25 per cent of overall sales, though its share has moderated amid rising gold prices.
Customer behaviour is also evolving, with 30–35 per cent of transactions involving old gold exchanges. Lightweight and wedding collections remain significant growth drivers, supported by region-specific designs and robust demand across metro and tier-1 cities.
The brand’s calibrated expansion reflects growing confidence in sustained urban jewellery consumption.