Indriya, the jewellery brand from the Aditya Birla Group, has introduced a new benchmark for natural diamonds in India by placing greater emphasis on a diamond’s sparkle. The brand says its latest approach goes beyond the traditional standards used to grade diamonds and aims to make the buying experience more transparent and trustworthy for customers.
According to the company, only one in every five natural diamonds meets its strict selection criteria. Instead of relying only on the well-known 4Cs of diamonds, cut, colour, clarity and carat, Indriya has introduced a more detailed evaluation process that measures how well a diamond reflects and returns light.
The company believes sparkle is the first feature most buyers notice when choosing a diamond. To achieve this, each selected diamond is assessed for three important aspects of light performance: brilliance, fire and scintillation. Brilliance refers to the white light reflected by the diamond, fire is the display of colourful light, while scintillation is the sparkling effect seen when the diamond moves.
Only diamonds that meet high standards across all three parameters are included in Indriya’s collections. The company says this results in jewellery with greater visual appeal and consistent sparkle.
To help customers understand these differences, Indriya has also introduced SparkleScope, an in-store technology that allows shoppers to compare the sparkle of diamonds before making a purchase. The tool is designed to make the buying process more informative by letting customers see the quality of a diamond rather than relying only on technical grading reports.
Commenting on the initiative, Sandeep Kohli, Chief Executive Officer of Indriya, said the diamond industry is evolving and consumers are looking for easier ways to identify quality. He noted that while the traditional 4Cs remain important, sparkle is often the feature that creates an emotional connection with buyers. The company hopes this customer-first approach will make diamond selection simpler and more transparent.
Rajendran Ganapathy, Head of Supply Chain at Indriya, said the company carefully handpicks only the finest natural diamonds available in the market. According to him, selecting just one out of every five diamonds ensures customers receive jewellery that delivers exceptional visual brilliance and long-lasting appeal.
Launched in July 2024, Indriya has quickly expanded its presence across India. The brand now operates more than 80 stores and offers a collection of over 32,000 jewellery designs, including diamond, gemstone and gold jewellery. It is also the first legacy-backed jewellery brand to enter the Indian market in more than three decades.
Supporting the new initiative is Indriya’s latest campaign, “Sparkle Like No Other,” featuring brand ambassador Aditi Rao Hydari. The campaign highlights the beauty of well-cut natural diamonds while encouraging customers to look beyond conventional grading methods when buying jewellery.
With its latest initiative, Indriya aims to strengthen consumer confidence by combining traditional craftsmanship with modern technology. The company believes greater transparency and customer education will help redefine how Indians choose natural diamond jewellery in the years ahead.
Subscribe Deshwale on YouTube
