The Aditya Birla Group launched its new jewellery retail brand, Indriya, directly competing with Tanishq and Reliance Jewels. Indriya plans to be a top-three player in five years, leveraging India's shift towards branded jewellery. This ₹5,000 crore initiative marks the group's entry during the festive season, aiming to capitalize on India's booming wedding market and rising preference for trusted brands.
