Indriya, the jewellery brand from Aditya Birla Group, is encouraging consumers to rethink the way they buy and wear gold jewellery. At a time when conversations around responsible gold consumption are growing across India, the brand has introduced its ‘Customer Owned Gold Exchange Programme’, aimed at helping people transform their existing gold into modern and beautifully crafted jewellery pieces.
The initiative comes at a time when many households are becoming cautious about fresh gold purchases. Instead of encouraging customers to buy entirely new gold, Indriya is promoting the idea of reusing and redesigning gold that people already own. The programme supports a more mindful approach towards jewellery consumption while allowing customers to continue enjoying the emotional and cultural value associated with gold.
One of the biggest highlights of the programme is that Indriya offers 100 per cent value on old gold, irrespective of where it was originally purchased. The exchange is available for gold of any carat, making the process accessible and convenient for a wider range of consumers. Customers can bring their old jewellery and convert it into new statement pieces designed with contemporary craftsmanship and modern aesthetics.
Transparency remains central to the experience offered by the brand. Indriya uses advanced technology and precision instruments to evaluate the purity and value of gold accurately. The brand has also introduced open karigar rooms where customers can witness the complete transformation process. From melting the gold to crafting the final piece, the entire journey happens in front of the customer, ensuring trust and eliminating concerns over wastage or hidden deductions.
The programme also highlights the brand’s focus on combining traditional craftsmanship with modern design sensibilities. Indriya’s collections are specially designed to offer customers a richer and more elevated look while maintaining the same gold weight. This means consumers can enjoy jewellery that appears more premium and contemporary without necessarily increasing their gold consumption.
Speaking about the initiative, Sandeep Kohli said that the idea behind the programme is to encourage consumers to unlock the true value of the gold they already own. According to him, meaningful jewellery ownership today is not just about acquiring more gold, but about transforming existing pieces into designs that customers genuinely connect with and cherish.
As a new-age jewellery brand, Indriya continues to position itself as a company focused on conscious luxury and personal expression. Through programmes like this, the brand aims to create a more emotional and thoughtful relationship between consumers and jewellery. It reflects a growing shift in the industry where sustainability, transparency and individuality are becoming just as important as craftsmanship and design.
With changing consumer preferences and increasing awareness around responsible spending, Indriya’s exchange programme could emerge as an important model for the future of jewellery retail in India.
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