What Indriya jewellery does

Indriya Jewellery is a privately-held Indian premium jewellery brand launched in 2024 as part of the Aditya Birla Group's retail portfolio, selling gold (primarily 22-karat) and diamond jewellery, including modern interpretations of traditional Indian craftsmanship such as Polki and uncut diamonds. The brand reported FY25 revenue of ₹710 crore alongside a net loss of ₹332 crore, reflecting an aggressive build-out phase against a backdrop of rising gold prices and customs-duty changes. As of February 2026, Indriya operated 50 owned retail stores across India (with Bengaluru, Delhi, and Mumbai as anchor markets) and has publicly targeted 120 stores by FY27, with an ambition to break into India's top three jewellery firms within five to eight years.

The core product set spans gold and diamond jewellery for weddings, festivals, and gifting, with pricing anchored to per-gram gold rates (₹13,244 in Delhi and ₹13,229 in Mumbai per gram of 22K gold as of June 2026). The brand differentiates through region-specific designs, the SparkleScope in-store diamond-evaluation technology launched in June 2026, and brand-building vehicles such as the 'Orizon' collection showcased at Lakmé Fashion Week in collaboration with designer Amit Aggarwal. Distribution combines owned retail stores, quick-commerce platform tie-ups for gold coins and select SKUs, and digital discovery funnels aligned with industry norms of 70-80% digitally-influenced consideration. Leadership is led by CEO Sandeep Kohli; the brand is wholly funded by Aditya Birla Group with a disclosed ~$597M capital commitment dated 2024-07-27 and no external investors.

Name

Indriya jewellery

Legal name

Indriya Jewellery

Website

https://indriyaco.com

Company type

Private

Founded year

2024

Operating status

Operating

Short description

Indriya Jewellery is an Aditya Birla Group-backed Indian premium jewellery retailer selling gold and diamond jewellery through owned retail stores across India. Founded in 2024, it operates 50 stores (targeting 120 by FY27) and serves wedding, festive, and aspirational diamond-jewellery consumers with ₹710 crore in FY25 revenue.

Ownership category

akta.pro rank

Product category

Handmade Artisan Jewelry

NAICS

Jewelry Retailers (458310), Jewelry and Silverware Manufacturing (33991), Jewelry, Watch, Precious Stone, and Precious Metal Merchant Wholesalers (42394)

SIC

Retail-Jewelry Stores (5944), Jewelry, Precious Metal (3911), Wholesale-Jewelry, Watches, Precious Stones & Metals (5094)

akta.pro primary industry

Precious Metal Jewelry (Gold/Platinum/Silver) (CRAKAAAD)

akta.pro secondary industries

Bespoke Fine Jewelry (Precious Metals & Gemstones) (CRAKAHAA), Colored Gemstone Jewelry (CRAKAAAB), Artisan/Hand-Fabricated One-of-a-Kind Jewelry (CRAKAHAI)

Keywords

• Handmade gemstone jewelry
• Artisan jewelry collections
• Gold filled jewelry
• Sterling silver jewelry
• Custom jewelry design

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Gold Jewellery Sales: Primary revenue stream from gold jewellery retail including 22 karat gold pieces. Revenue of ₹710 crore reported in FY25.
2. Diamond Jewellery Sales: Diamond jewellery sales with innovative technology support for sparkle evaluation. Growing interest in diamond jewellery reported among consumers.
3. Gemstone Jewellery Retail: US-based indie brand sells handmade gemstone, silver, and gold-filled jewellery through e-commerce and wholesale stockists.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Indriya Jewellery designs and handcrafts artisan jewelry featuring genuine gemstones (tourmaline, labradorite, turquoise, sapphire, ruby, emerald, tanzanite, opal, and others) in sterling silver, gold-filled, and solid 14k/18k gold. The brand sells across nine themed collections plus a bespoke Custom Orders service, marketed under the tagline "power pieces for the eclectic minimalist." Pricing ranges from approximately $15 (stack rings) to $188 (Gehry earrings), with constellation bracelets from $52 and limited editions from $88–$98.

Product overview

Indriya Jewelry operates as a small artisan jewelry brand offering a unified portfolio of handcrafted gemstone and fine jewelry pieces. The Core Collection serves as the primary offering, complemented by specialized collections including Gemstone Spectrum (single-stone pieces), Herkimer + Diamond Quartz, Tourmaline Dreams, and One-of-a-Kind limited pieces. Additional offerings include Boxed Gift Sets (coordinated gemstone combinations), Limited Edition + New Arrivals (seasonal releases), and Fine Jewelry (premium 14-18k gold pieces). The brand also offers Custom Orders for bespoke creations. All products feature genuine gemstones including Labradorite, Tourmaline, Sapphire, Ruby, Emerald, Turquoise, and rare varieties like Grandidierite and Tanzanite, crafted in gold-filled, sterling silver, and solid gold materials.

Differentiator

Problem solved

Functional benefit

Products and services

• Core Collection Primary artisan jewelry collection featuring bracelets, earrings, necklaces, rings, and signature lines including Isla, Lotus, Hoops, Pearl Drop, Parallels, and Rain Chains for individual consumers seeking everyday handmade gemstone pieces.
• Gemstone Spectrum Full-spectrum collection of single-gemstone jewelry featuring Red Garnet, Rhodochrosite, Labradorite, Iolite, Turquoise, Apatite, Peridot, Malachite, and Constellation Bracelets (including set-of-3 configurations) for consumers seeking gemstone-focused pieces.
• Tourmaline Dreams Tourmaline-focused jewelry line featuring rose cut tourmaline pendants (LANA and KYRA designs) in sterling silver with bi-colored tourmaline gemstones for individual buyers seeking single-stone specialty pieces.
• Herkimer + Diamond Quartz Specialty quartz jewelry collection featuring Herkimer diamond quartz, Enamel Chain Diamond Quartz in multiple carat weights, Herkimer Threaders, Labradorite Oval pieces, Diamond Quartz Sliders, and Rain Chain Earrings (gold and silver) for consumers interested in quartz and Herkimer diamond pieces.
• One-of-a-Kind Limited-edition, numbered unique pieces including Ethiopian Black Opal Rose Cut Threader Earrings (Gold) and Blue Topaz Faceted Gemstone pendants and earrings in silver for collectors and buyers seeking exclusive designs.
• Boxed Gift Sets Presentation-ready curated gift sets combining matching jewelry pieces (earrings, pendants, bracelets) with complementary gemstones such as Labradorite, Chrysoprase, Garnet, Lapis Lazuli, Turquoise, Peridot, Tanzanite, Dendrite Opal, and Amazonite for gift purchasers.
• Limited Edition + New Arrivals Seasonal new releases and limited-edition pieces including Paperclip Gemstone Threaders (Pink Tourmaline, Green Tourmaline, Apatite, Garnet), Tanzanite Threader Earrings and Pendant Necklaces, and Paperclip Threaders in multiple link sizes priced $88–$98.
• Fine Jewelry Premium jewelry line in solid 14k and 18k gold featuring Diamond Slice designs, Tourmaline pieces, and high-end gemstone settings for buyers seeking fine jewelry at higher price points.
• Custom Orders Bespoke jewelry creation service offering custom-designed pieces such as Generations Birthstone Pendants, Constellation Bracelet Sets, Crazy Lace Agate Hoops, Citrine Pendants, Rose Gold Stack Rings, and Pearl Drop Earrings for individual buyers seeking personalized designs.
• JENZIO Home Collection Sub-brand home goods collection (JENZIO) extending Indriya's artisan, eclectic-minimalist aesthetic beyond jewelry into the home category for existing brand customers and lifestyle buyers.

Quantifiable outcome

• Gold jewellery demand rebounding strongly after customs duty adjustment with recovery in last two weeks of June 2026
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Reliance Jewels: Jewellery arm of Reliance Retail, offering gold, diamond and solitaire jewellery across Indian stores. Comparable premium retail distribution and conglomerate backing, but part of a much larger retail portfolio.

Direct peers

• CaratLane (Titan Company): Digital-first Indian jewellery brand owned by Titan, selling gold and diamond jewellery online and via stores. Comparable younger, omni-channel go-to-market and price points.
• Tanishq (Titan Company): India's largest organised jewellery retailer (part of Titan/Tata), selling gold, diamond and bridal jewellery across an 800+ store network. Directly comparable as a national-scale premium jewellery retailer targeting the same Indian consumer.
• Malabar Gold & Diamonds: One of the leading Indian jewellery chains with a strong gold and diamond assortment and aggressive store expansion. Directly competes with Indriya in the premium segment across India and the Middle East.
• Kalyan Jewellers: Pan-Indian jewellery chain with hundreds of stores across India and the GCC, focused on gold and bridal jewellery. Highly comparable on footprint, customer segment, and product mix.
• Joyalukkas: Large-format Indian and international jewellery retailer specialising in gold, diamond, and bridal collections. Comparable premium positioning and multi-region retail footprint.
• Senco Gold and Diamonds: Eastern India's leading organised jewellery chain with national expansion ambitions. Comparable product mix (gold, diamond, Polki) and store-led growth model.
• PC Jeweller: Listed Indian jewellery retailer focused on gold and diamond studded jewellery through company-owned and franchise stores. Similar mid-premium positioning and store-led retail strategy.
• Tribhovandas Bhimji Zaveri (TBZ): Heritage Indian jewellery brand operating physical stores with bridal and traditional gold/diamond offerings. Comparable on heritage craftsmanship and premium positioning.

Emerging players

• BlueStone: Omnichannel jewellery retailer (gold, diamond, platinum) growing its physical store presence in India. Comparable premium positioning and tech-led retail experience ambitions.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Indriya jewellery