Indriya, a jewellery brand owned by the Aditya Birla Group, opened its first location in Uttar Pradesh in Lucknow and intends to open locations in Kanpur and Noida.

According to Indriya Chief Executive Officer Sandeep Kohli, the company has created jewellery pieces in a wide range of price points to appeal to various clientele groups, stating that Uttar Pradesh is a significant component of the jewellery market because of its sizable population.

“Uttar Pradesh is a significant market for us. We’ve curated a wide range of designs and price points to meet the diverse preferences of our customers here,” Kohli said during the launch.

The group has opened 21 stores in 10 Indian cities since its debut in Lucknow and Vijayawada. This comprises one each in Lucknow, Indore, Surat, and Vijayawada (Andhra Pradesh), three each in Mumbai and Hyderabad, two each in Ahmedabad, Jaipur, and Pune, and five in Delhi, Kohli added. The brand was launched in July 2024.

The brand's newest location in Gomti Nagar features a wide selection of both traditional and modern jewels with the goal of appealing to both luxury and regular consumers. By combining excellent craftsmanship with affordability, this approach is a calculated attempt by the Aditya Birla Group to increase its market share in the jewellery industry in North India.

Address: Rajmata Square, B1/89, Vinay Khand, Gomti Nagar, Lucknow, Uttar Pradesh 226010.