‘Indriya’ delight meets the festive spirit

The brand name Indriya is derived from the Sanskrit word for 'senses’. Aptly, this jewellery brand by Aditya Birla Group is living up to its brand promise to delight the senses of consumers with its dazzling festive offerings. In the lead up to Diwali, as well as, the festive and wedding season, Indriya has added to its already-resplendent range, unveiling a sparkling new festive collection and campaign inspired by celebration and eternal love.
 

Alka, a heavenly celebration of abundance

Inspired by Alkapuri, the mythical abode of Kubera, the God of Wealth and Prosperity, ‘Alka’ by Indriya is an opulent range of necklaces, earrings, and bangles crafted in gold, diamonds, and polki. Depicting eternally-blooming lotuses, ethereal peacocks and graceful swans, every piece in the divine collection brings to life timeless symbols of grace, prosperity and celebration.

Indriya unveiled Alka through a music video of the recreated legendary song, ‘Dil Abhi Bhara Nahin’, composed by Sneha Khanwalkar, and written and directed by Anvita Dutt. The soul-stirring video features real-life couple Aditi Rao Hydari and Siddharth coming together on screen for the first time, showcasing their chemistry in a story that redefines modern romance. Sandeep Kohli, CEO, Indriya, explains the idea behind the video: “We see jewellery as a powerful symbol of the bonds that truly matter.”

The campaign brings out the idea of love in the midst of festive celebrations. The story gets a poignant push through the soulful, reimagined rendition of the classic Dil Abhi Bhara Nahi (my heart is not full yet), offering a fresh, emotional ode to the endless love the brand celebrates.

Tradition meets delight

In India, the jewellery category is steeped in tradition, with sales peaking during wedding season, festivals and auspicious days. In a recent media interview, Mr. Kohli explained that for a brand to connect to consumers, it needs to delight the senses of people during those occasions.

Delighting certainly seems to be working for the fledgling brand. Since its launch last year, Indriya has not only surpassed its initial target of 25 stores but has also stepped up to promote a wide range of collections. Inspired by tradition and regional relevance, Indriya has presented stunningly beautiful and exquisitely crafted collections such as Anantara, Rajmudra, Vanjyotsna and Aasmaniyat.

A skyful of stars: Aasmaniyat, Indriya’s dazzling diamond collection, was launched in June 2025 with a multi-platform campaign that included a breakthrough cinema innovation. During the screenings of ‘Sitare Zameen Par’, select cinema audiences were immersed in a breath-taking overhead display of shimmering diamond visuals that coincided with the brand’s ad playing on the big screen.

An expression of confident beauty

Going beyond weddings and festivals, Indriya is redefining jewellery as an expression of personal identity and artistry, in tune with three exciting trends observed by Mr. Kohli – people want to get their personal confidence from personal beauty; they are more open and willing to take help from brands, products and services; they are more informed, hence they understand value and are willing to pay more.

“People will want jewellery which is for them, designs which suit them, suit their occasion, or the kind of people they want to project themselves as. Whichever way you look at it, the trend today is all about personal expression,” says Mr. Kohli.

Whether it’s love, personal expression or festival celebrations, Indriya adds moments of delight to the occasion.