Mumbai, September 2026: Jewellery shopping in Mumbai is getting another new destination as Indriya, Aditya Birla Jewellery, has opened its latest store at Phoenix Marketcity. The launch marks another step in the brand’s retail expansion and takes its total number of stores across Maharashtra to 16.
Located at one of Mumbai’s well-known retail and lifestyle destinations, the new Indriya store has been designed around a more immersive and personalised jewellery shopping experience. The space combines contemporary interiors with elements that reflect the craftsmanship and emotion traditionally associated with jewellery.
The store brings together a wide portfolio of more than 37,000 jewellery designs, giving customers options across different occasions and styles. The collection includes bridal jewellery for major celebrations, festive pieces, contemporary statement designs and lightweight jewellery suited to everyday wear.
A Store Designed Around the Customer
Indriya’s new outlet aims to make jewellery discovery more than a simple buying experience. The store includes dedicated spaces such as a bridal lounge and kaarigari room, allowing customers and families to spend more time exploring designs and understanding the craftsmanship behind them.
The approach reflects the brand’s design-led positioning, bringing traditional Indian craftsmanship together with modern aesthetics. The wide selection also allows shoppers with different tastes and requirements to explore jewellery under one roof, whether they are looking for a wedding collection, a festive purchase or something suitable for everyday occasions.
For a city like Mumbai, where jewellery often carries both cultural and personal significance, the combination of design, craftsmanship and experience is becoming increasingly important.
Mumbai Remains a Key Market
With the latest opening, Indriya is looking to deepen its connection with consumers in Mumbai while strengthening its presence across Maharashtra. The brand’s growing retail network reflects its wider strategy of reaching customers through physical stores that offer a consistent and elevated shopping experience.
Speaking about the launch, Sandeep Kohli, CEO, Indriya, said that Mumbai represents a market where tradition, aspiration and individuality come together.
He noted that consumers in the city are increasingly exposed to changing design trends while continuing to value craftsmanship, quality and the emotional importance attached to jewellery. According to him, this creates an opportunity for the brand to rethink how customers discover jewellery across different occasions and moments of ownership.
The new Phoenix Marketcity store is therefore positioned not only as another retail outlet but also as a space where customers can explore a broader range of designs and engage with the jewellery category in a more personalised way.
Building a Wider Retail Footprint
Maharashtra continues to remain an important market for Indriya as the brand expands its presence across India. The opening at Phoenix Marketcity adds another prominent location to its growing network and brings its extensive jewellery portfolio closer to Mumbai shoppers.
From bridal celebrations and festivals to everyday occasions, the new store is designed to cater to changing jewellery preferences while keeping craftsmanship and individuality at the centre.
For modern Indian consumers, jewellery is increasingly about more than tradition. It can be a personal expression of style, an emotional purchase or a part of a milestone. With its latest Mumbai store, Indriya is looking to build on that changing relationship and create a retail experience that brings design, craftsmanship and emotion together.
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