Aditya Birla Group’s jewellery brand Indriya targets 100+ stores.

Indriya, the jewellery brand from the Aditya Birla Group, is accelerating its retail expansion while sharpening its fashion-led positioning, in a dual strategy aimed at building a strong national presence less than two years after launch.

The brand currently operates over 55 stores across more than 30 cities and is on track to cross 75 outlets by the end of March, reflecting rapid scale-up in its early growth phase.

Speaking to BusinessLine, Shantiswarup Panda, Head of Marketing and Visual Merchandising at Indriya, said the company is set to enter triple-digit store territory soon, though he did not specify a timeline. He indicated that the brand would “very soon” move from a two-digit to a three-digit store count as it continues to expand its footprint.