The store launch, celebrated through a social media announcement on Monday, underscores the brand’s commitment to establishing a strong presence in India’s jewellery market.

“Indriyans are proud to showcase our 11th Store in about 17 weeks since our launch and happy to call Surat, home. One of our smoothest launches – this one was memorable,” remarked Amit Dharap, Head Retail at Aditya Birla Novel Jewels Ltd (Aditya Birla Group).

The Surat store’s inauguration comes merely 17 weeks after Indriya debuted in July 2024, with an impressive launch of four stores on the same day across Delhi, Indore, and Jaipur. The brand has since established a footprint in other major cities, including Mumbai, Pune, and Ahmedabad.

The Aditya Birla Group has committed a significant Rs. 5,000 crore investment in its jewellery retail venture, reflecting its ambitious plans for the segment. With 11 operational stores, Indriya is now poised to expand to more than 10 additional cities within the next six months, showcasing its determination to compete in India’s dynamic and highly competitive jewellery industry.

Indriya’s rapid growth is a testament to the Aditya Birla Group’s vast resources and strategic vision. The Surat store strengthens the brand’s presence in Gujarat, a state renowned for its deep-rooted jewellery traditions and discerning clientele. As the company continues its aggressive expansion, Indriya aims to cater to a diverse customer base, blending traditional elegance with modern designs to redefine the jewellery shopping experience.