Noida: Indriya, the jewellery brand from the Aditya Birla Group, has expanded its Delhi NCR footprint with the opening of a new store at Grandthum Mall in Greater Noida West, strengthening its presence in one of the region’s rapidly developing residential and retail corridors.
The showroom is also the first retail outlet to begin operations at Grandthum Mall, marking a milestone for the newly developed shopping destination. The opening was attended by Sanchit Bhutani and Dr Amish Bhutani, Managing Directors of Group 108, alongside business partner Manish Poddar, while artist and emcee Aishwarya Thakur hosted the launch.
The new store brings together more than 37,000 jewellery designs spanning gold, natural diamonds, Polki and bridal jewellery. The assortment ranges from traditional 22KT gold pieces and elaborate wedding sets to contemporary designs intended for everyday wear.
Among the collections showcased are Alka, which draws on motifs such as swans, lotuses and peacocks, and Lush Gold, which combines 22KT gold with Italian 3D manufacturing techniques and coloured gemstones. Contemporary collections including Aasmaniyat and Garden of Emotions extend the assortment into lighter, design-led jewellery.
Bridal jewellery forms an important part of the store offering, with chokers, layered necklaces, bangles, kadas and coordinated wedding sets. For everyday wear, customers can explore 14KT and 18KT gold rings, lightweight chains, diamond earrings, mangalsutras, gemstone pendants and tennis bracelets, alongside jewellery for men.
The showroom also offers gold coins and jewellery across different purity categories, with gold articles carrying BIS hallmarking and natural diamond jewellery available across multiple gold and platinum settings.
To mark the opening, Indriya has introduced a series of promotional offers, including making charges starting at 8 per cent on gold jewellery, discounts of up to 25 per cent on select gold making charges and up to 50 per cent on diamond value, subject to applicable terms and conditions.
Customers can also access the brand’s old-gold exchange programme and its Double Gold Rate Protection Plan, designed to allow customers planning future purchases to lock in gold rates through an advance payment mechanism.
The Greater Noida West opening forms part of Indriya’s rapid physical retail expansion since its launch. The brand has established stores across major markets in Delhi NCR as well as Bengaluru, Hyderabad, Ahmedabad, Surat, Indore, Jaipur, Patna, Bhubaneswar, Dehradun, Vijayawada and other cities.
Indriya has increasingly focused on large-format experiential stores, combining extensive product assortments with dedicated consultation and bridal spaces. The Greater Noida West location extends that strategy into a fast-growing residential catchment where organised jewellery retailers are increasing their presence.
With its latest opening, Indriya continues to scale its national network while positioning design variety, bridal jewellery, certified purity and large-format retail experiences at the centre of its expansion strategy.