Indriya, the jewellery brand from the Aditya Birla Group, has expanded its footprint in Pune with the launch of two new stores at Amanora Mall in Hadapsar and Phoenix Mall of the Millennium in Wakad. The move strengthens the brand’s presence in one of Maharashtra’s fastest-growing urban markets and takes its total store count in Pune to six.
The expansion comes as Indriya continues to build its retail network across India, focusing on cities where consumers are increasingly seeking personalised, design-led and experience-driven jewellery shopping experiences. Pune, with its growing population of professionals, entrepreneurs and young families, has emerged as a key market in the brand’s long-term growth strategy.
Located in two of Pune’s prominent lifestyle and retail destinations, the newly opened stores have been designed to offer customers more than a traditional jewellery shopping experience. The outlets combine contemporary retail design with immersive experiential elements that allow visitors to explore jewellery craftsmanship and collections in greater detail.
Both stores feature an extensive portfolio of more than 32,000 jewellery designs. The collection includes bridal jewellery, festive pieces, contemporary designs and lightweight jewellery suitable for everyday wear. By catering to a wide range of preferences and occasions, the brand aims to appeal to both traditional jewellery buyers and modern consumers seeking self-expression through design.
A key highlight of the new stores is the inclusion of dedicated kaarigari rooms, where customers can gain a deeper understanding of the craftsmanship behind each piece. The stores also feature bridal lounges designed to offer a more personalised experience for wedding shoppers. These dedicated spaces reflect the brand’s focus on creating meaningful interactions and helping customers connect with the stories and artistry behind the jewellery.
The expansion is part of Indriya’s broader strategy to strengthen its presence across Western India. Maharashtra remains one of the company’s most important growth markets, supported by rising disposable incomes, evolving consumer preferences and increasing demand for premium jewellery experiences.
Speaking on the occasion, Sandeep Kohli, Chief Executive Officer of Indriya, said Pune represents a significant growth opportunity for the brand. He noted that consumers in the city are becoming increasingly design-conscious and experience-oriented while looking for jewellery that reflects their individuality and personal style.
According to Kohli, the new stores in Hadapsar and Wakad are strategically located in emerging consumption hubs, enabling the brand to be closer to customers and make its design-led jewellery offerings more accessible across the city. He added that the expansion reflects Indriya’s long-term commitment to Maharashtra and its ambition to build deeper relationships with consumers in the region.
Since its launch, Indriya has focused on creating jewellery retail destinations that combine craftsmanship, design innovation and customer engagement. The brand aims to differentiate itself by offering thoughtfully curated collections and immersive store environments that go beyond conventional jewellery retail.
With the addition of the two new Pune outlets, Indriya continues to strengthen its position in the organised jewellery market. The expansion underscores the brand’s vision of becoming a preferred jewellery destination for modern Indian consumers seeking quality, design and personalised experiences in every purchase.
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