Indriya Brings 32,000 Artisan Designs to New Janpath Road Flagship Showroom

Bhubaneshwar: Indriya, the fine jewellery brand backed by the Aditya Birla Group, officially opened its doors on Janpath Road in Saheed Nagar, Bhubaneshwar, on July 17, 2026. The new location brings a mix of traditional Indian designs and modern jewellery styles to one of the city's busiest shopping streets.

The flagship store is built around a private shopping experience rather than a basic counter sales setup, where visitors can work with personal stylists to pick out individual pieces or visit an exclusive Bridal Studio set aside for wedding consultations. The store also features a dedicated Kaarigari Room that highlights the artisan techniques used to make each piece.

The showroom houses more than 32,000 designs across gold, certified natural diamonds, polki, and kundan. Among its main collections is Anantara, a series focused on heavy 22-karat gold statement pieces, alongside Vanjyotsna and Garden of Emotions, which feature floral motifs and colorful gemstones. For everyday wear and work outfits, collections like Aasmaniyat and Alka lean into lighter, minimal designs. The store also carries traditional regional work through capsule lines such as Rajashree, Padma Ranjini, and Raasvi, along with full wedding sets and antique festive jewellery.

Aditya Birla Group picked the location to appeal to a younger generation of buyers in Bhubaneswar who care more about design and certified purity than just buying gold by weight, while still staying close to families traveling into the city for major wedding shopping, as the area is already a major retail hub with steady foot traffic, making it easier to reach shoppers.

To mark the opening, the Saheed Nagar store is offering inaugural promotions under the brand's national campaign, including up to 50 percent off on diamond values and up to 25 percent off on gold making charges. The store is also running a full-value old gold exchange program, allowing customers to trade in hallmarked gold from any jeweller without deductions toward new purchases.

Speaking on the launch, Indriya CEO Sandeep Kohli noted that the city's shoppers value trust above all else, but are increasingly looking for pieces that fit modern lifestyles. Chief Marketing Officer Shantiswarup Panda added that Bhubaneswar’s deep cultural and artistic heritage made it a natural fit for the brand’s design style.

Launched in July 2024 with an initial 5,000-crore investment from the Aditya Birla Group, the brand plans to build a 100-store retail network; this is a clear long-term target set by Group Chairman Kumar Mangalam Birla: shifting how people buy gold and securing a spot among India’s top three national jewellery retailers.

Indriya Brings 32,000 Artisan Designs to New Janpath Road Flagship Showroom

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