Bengaluru, October 26: Indriya, Aditya Birla Jewellery, marked Vijayadashami with the unveiling of India’s largest sustainable Jewellery Rangavalli, transforming an iconic necklace design from its festive Padmika collection into a grand artwork made entirely from eco-friendly grains, millets and seeds.
The installations were showcased at Orion Mall and Shri Sathya Ganapathi Shirdi Saibaba Temple in Bengaluru, covering 400 sq. ft. and 1,600 sq. ft. respectively. Inspired by the intricate craftsmanship of the Padmika necklace, the Rangavalli celebrated India’s rich cultural traditions while highlighting the artistry of jewellery-making.
Crafted in 22KT gold, the Padmika necklace revives the rare Gulabi Meenakari (pink enamel) craft and features detailed nakshi floral patterns along with Goddess Lakshmi seated on a lotus, symbolising prosperity, abundance and new beginnings. The same intricate design was recreated on a much larger scale using rice, millets and seeds, blending festive traditions with sustainable art.
The installation showcased how thousands of carefully placed natural elements could recreate the precision and craftsmanship found in fine jewellery. Visitors experienced an immersive festive display that brought together culture, devotion and artistic excellence.
The project was created in collaboration with renowned Rangoli artist Shikha Sharma, popularly known as the “3D Rangoli Queen,” who is recognised for creating record-breaking Rangoli artworks. By translating a temple jewellery design into a Jewellery Rangavalli, the initiative highlighted the shared attention to detail and creativity found in both art forms.
Sustainability at the heart of the celebration
Beyond its visual appeal, sustainability played a key role in the initiative. After Vijayadashami, the grains, rice, millets and seeds used in the installation were responsibly repurposed through feeding drives for birds and animals in partnership with Akhil Karnataka Prani Daya Sangh Gaushala, ensuring that the artwork continued to serve a meaningful purpose.
Speaking about the initiative, Shantiswarup Panda, Head of Marketing & Visual Merchandising at Indriya, said the Jewellery Rangavalli reflected the brand’s commitment to celebrating India’s cultural heritage through meaningful and contemporary expressions. He added that the installation transformed an iconic jewellery design into a festive experience that allowed people to engage with the brand’s craftsmanship while celebrating togetherness during Vijayadashami.
To extend the celebrations beyond the installation, Indriya also introduced the Rangavalli Contest, inviting people to recreate the Padmika-inspired design in their own homes using colours, grains or grain powder. Participants could submit their creations through WhatsApp or social media, with 100 winners receiving a 200 mg 22KT gold coin.
Launched in 2024 by the Aditya Birla Group, Indriya has rapidly expanded across India with more than 80 stores and offers over 37,000 jewellery designs, combining traditional craftsmanship with contemporary styling for modern consumers.
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