Will Have Jewellery For All Occasions Says Novel Jewels

The Aditya Birla Group on July 26 ventured into the rapidly expanding Rs 6.7 lakh crore Indian jewellery market with the launch of its in-house brand Indriya. The brand aims to secure a position among India’s top three jewellery retailers over the next 5 years with an investment of Rs 5,000 crore. The strategic move marks another significant milestone as the group strengthens its consumer portfolio, leveraging its strong brand equity and deep market insights. Business Today TV's Associate Editor, Chetan Bhutani spoke with the management.