Indriya, Aditya Birla Jewellery, has introduced a pioneering benchmark in natural diamond selection that places sparkle at the centre of the diamond buying experience. By applying rigorous standards focused on brilliance, fire and scintillation, the brand selects only one in five natural diamonds, setting a new retail milestone while enhancing transparency, trust and consumer understanding of diamond quality.
Quick Summary
- Indriya has introduced an industry-first benchmark focused on superior diamond sparkle.
- Only 1 in 5 natural diamonds meet the brand’s stringent selection criteria.
- The initiative goes beyond the traditional 4Cs by emphasising light performance.
- Sparkle is evaluated through brilliance, fire and scintillation.
- Indriya has launched SparkleScope technology for in-store sparkle evaluation.
- The brand currently operates over 80 stores and offers more than 32,000 jewellery designs.
- The new campaign ‘Sparkle Like No Other’ features Aditi Rao Hydari.
Industry-First Benchmark for Diamond Selection
Indriya, Aditya Birla Jewellery, sets a new industry standard with diamonds of the highest sparkle
Indriya’s focus on superior sparkle brings delight and trust to diamond buying — with only 1 in 5 natural diamonds making the cut, thus setting a new retail industry milestone
Indriya, Aditya Birla Jewellery, has set an industry-first benchmark in natural diamond selection, bringing greater delight and trust to the diamond buying experience. Rooted in the belief that exceptional sparkle is the most visible expressions of diamond quality, this approach builds on the brand’s best-in-class selection standards. Going beyond conventional grading standards, Indriya’s approach to diamond cut and selection evaluates how effectively a diamond reflects, refracts and returns light to deliver superior brilliance, fire and scintillation. Only 1 out of 5 natural diamonds meet these rigorous standards.
Transforming Diamond Consumption in India
This shift comes at a pivotal moment for the category. India sits at the heart of the global diamond industry, with over 90% of the world’s diamonds cut and polished in regions like Surat and Mumbai. Yet, despite this deep-rooted expertise, diamond jewellery consumption remains below 15%. By prioritising diamonds with optimal proportions and superior light return, Indriya not only brings to the forefront some of the most brilliantly sparkling diamonds in the country but also aims to reshape how Indian consumers evaluate and choose diamonds, beyond the traditional 4Cs.
THE SCIENCE BEHIND THE SPARKLE
Why Cut Matters Most
While clarity, colour and carat come from nature as physical property, cut is the result of human artistry and precision. It determines how light enters, reflects within and exits the diamond, making it the true driver of brilliance. A well-cut diamond maximises light return, while sub-optimal cuts allow light to escape, creating a visible difference in sparkle.
Three Pillars of Light Performance
At Indriya, cut is further understood through three key aspects of light performance: Brilliance, Fire and Scintillation, capturing how a diamond truly appears when worn:
• Brilliance: the white light reflected from a diamond’s facets
• Fire: the dispersion of light into spectral colours
• Scintillation: the flashes of sparkle seen in movement of light
Rigorous Diamond Selection Standards
Only diamonds that meet Indriya’s exacting standards across these parameters are selected, with precise proportions, optimal light return and minimal light leakage. Near-colourless F–H–G diamonds and high-clarity tables further enhance reflection, ensuring exceptional sparkle across every moment of wear.
Introducing SparkleScope Technology
To help consumers and stakeholders experience this distinction firsthand, Indriya has introduced SparkleScope, an innovative in-store technology that enables customers to evaluate a diamond’s sparkle. By making sparkle visibly measurable, this experience brings greater transparency to the buying process, allowing customers to see, understand and trust the difference that defines Indriya diamonds.
CEO Highlights Consumer-First Innovation
Commenting on this innovative industry benchmark introduction, Sandeep Kohli, CEO, Indriya said,
“The diamond industry is evolving, and innovation is the need of the hour. For decades, quality assessments have focused on the 4Cs, but ultimately customers fall in love with a diamond that sparkle the brightest. It is the first thing they notice, the quality that instantly captures attention, and the reason a diamond feels truly special. At Indriya, we are bringing sparkle to the forefront, by offering a more visible, intuitive and consumer-first way to evaluate diamonds, while setting a new industry benchmark. Every diamond in Indriya is selected for its superior sparkle and is available across a wide range of categories and occasions. Our aim is to democratise access to, and understanding of, exceptional sparkle, enabling customers to discover the best, and most sparkling diamonds.”
Supply Chain Perspective on Quality Selection
Also sharing his perspective, Mr. Rajendran Ganapathy, Head of Supply Chain at Indriya comments,
“At Indriya, we started with a simple belief: if sparkle is what customers cherish most, it should also be the defining benchmark of our diamond selection process. Indriya handpicks only 1 out of 5 diamonds available in the market to ensure that our customers get the most sparkling diamonds. The result is a collection of diamonds that are selected for exceptional visual sparkle that is captivating and enduring.”
Rapid Retail Expansion and Design Leadership
Indriya is the first legacy-backed jewellery brand to enter the Indian market in over three decades; and is the fastest growing retail brand, crossing 80 stores in under 2 years. With over 32,000 + designs, Indriya plans to change the way Indians buy diamonds, with karigaari at the core; showcasing evocative expressions of heritage reflecting extraordinary skill and generational knowledge of India’s master craftsmen.
‘Sparkle Like No Other’ Campaign Launch
The launch is supported by Indriya’s new campaign, ‘Sparkle Like No Other’ featuring face of the brand, Aditi Rao Hydari. The campaign brings alive the allure of superior sparkle, capturing attention and celebrating what sets Indriya diamonds apart.
Strengthening the Modern Jewellery Experience
With this campaign, Indriya continues to strengthen its position as a modern jewellery destination, offering a wide spectrum of diamond jewellery, from elegant everyday wear to occasion, festive and wedding collections. The brand blends craftsmanship, innovation and consumer education, while championing a more transparent and experience-led approach to diamond buying.
360-Degree Consumer Engagement Strategy
The campaign is being amplified through 360-degree media, creating a seamless consumer journey from awareness to experience.
About Indriya
Indriya, the jewellery brand from the Aditya Birla Group, was launched in July 2024 and is the first legacy-backed jewellery brand to enter the Indian market in over three decades. Derived from the Sanskrit word for ‘five senses’, Indriya embodies timeless elegance, unmatched craftsmanship, and a deeply immersive sensorial experience. Rooted in karigaari at its core, Indriya showcases evocative expressions of heritage, brought to life through the extraordinary skill and generational knowledge of India’s master craftsmen. With an expansive offering of over 32,000 designs across diamonds, precious gemstones, and artisanal gold, the brand is redefining the way Indians experience and buy jewellery—particularly diamonds. In under two years, Indriya has emerged as one of the fastest-growing jewellery retail brands in the country, with a network of over 80 stores. Each store is designed as more than a retail space—it is a destination for discovery, celebration, and self-expression. From meticulously crafted bridal heirlooms to contemporary designs for everyday elegance and special occasions, Indriya brings together tradition and modernity with equal finesse. Beyond weddings, the brand positions jewellery as a powerful expression of personal identity and artistry, making Indriya a destination for life’s most meaningful moments.
FAQs
What makes Indriya’s diamond selection process different?
Indriya focuses on sparkle as a key measure of diamond quality, evaluating brilliance, fire and scintillation in addition to traditional grading standards.
How many diamonds meet Indriya’s selection criteria?
Only 1 out of every 5 natural diamonds meets Indriya’s rigorous sparkle and light performance standards.
What is SparkleScope?
SparkleScope is an in-store technology introduced by Indriya that helps customers evaluate and understand a diamond’s sparkle through measurable light performance.
What are the three aspects of sparkle evaluated by Indriya?
The brand evaluates Brilliance, Fire and Scintillation to assess a diamond’s overall light performance.
Who is featured in Indriya’s new campaign?
The ‘Sparkle Like No Other’ campaign features actress Aditi Rao Hydari.
How many stores does Indriya currently operate?
Indriya has expanded to more than 80 stores across India in under two years.
Source: SVAR Media Network
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