Indriya, part of the Aditya Birla Group, has premiered its latest film, “Kaarigari Stories,” deemed to be a celebration of Indian craftsmanship. The film underscores Indriya’s commitment to fine jewellery by blending traditional techniques with contemporary designs.
Aditya Birla Group made entry into the branded jewellery retail segment earlier this year.
Indriya offers a variety of designs for all occasions, from everyday wear to specific occasions, and exquisite bridal jewellery, with over 16,000 designs in gold, polki and diamond. Indriya have currently opened their stores in New Delhi, Indore, and Jaipur.
The film highlights beautiful creations such as the Swarna Varya necklace, which merges gold with intricate “wire kundan” and “chapai” scrollwork. The Lumiere necklace captures the essence of stardust with vibrant gemstones and a modern twist on the traditional “hansuli” design. The Gul Posh necklace is crafted from a 2500-year-old jewellery-making technique fused with diamond innovations for a glimpse of craftsmanship beyond possibilities.
Shantiswarup Panda, Head of Marketing, Indriya said, “We, at Indriya, have redefined craftsmanship through a storytelling format that is never done before. A story that starts with the deep love that our customers have for jewellery and goes on to bring to the fore our artisan’s love for the jewellery and passion behind the creation. This story is a tribute to the rich tradition of Indian Kaarigari, celebrating both our artisans’ artistry and our customers’ love for fine jewellery.”
