JAMMU, Jul 2: Indriya, the jewellery brand of Aditya Birla Jewellery, has introduced an industry-first benchmark in natural diamond selection by prioritising superior sparkle, aiming to redefine the diamond-buying experience through greater transparency, quality and consumer trust.
The company announced that only one in every five natural diamonds meets its stringent selection standards. Going beyond the traditional 4Cs—cut, colour, clarity and carat—Indriya evaluates each diamond on its ability to reflect, refract and return light, ensuring exceptional brilliance, fire and scintillation. According to the brand, this rigorous process allows customers to choose diamonds with visibly superior sparkle.
Speaking on the initiative, Sandeep Kohli, CEO of Indriya, said the diamond industry is evolving and consumer expectations are changing. While the 4Cs remain important, he noted that customers ultimately connect with diamonds that sparkle the brightest. He said Indriya’s approach places sparkle at the centre of the buying experience by offering consumers a more intuitive and transparent way to assess diamond quality.
The brand also unveiled SparkleScope, an in-store technology designed to help customers evaluate a diamond’s sparkle before making a purchase. The technology enables buyers to see the difference in light performance, making the selection process more informed and transparent.
Explaining the company’s quality standards, Rajendran Ganapathy, Head of Supply Chain at Indriya, said the brand handpicks only one out of every five diamonds available in the market to ensure customers receive diamonds with exceptional visual brilliance and enduring sparkle.
Indriya said India plays a pivotal role in the global diamond industry, with over 90 per cent of the world’s diamonds cut and polished in cities such as Surat and Mumbai. However, domestic diamond jewellery consumption remains below 15 per cent. The company believes its consumer-focused approach will encourage greater adoption of natural diamond jewellery by helping buyers understand the importance of sparkle and precision cutting.
The launch is supported by the brand’s new campaign, “Sparkle Like No Other,” featuring brand ambassador Aditi Rao Hydari. Through the campaign, Indriya aims to showcase its premium diamond collections while promoting transparency, craftsmanship and innovation in jewellery retail.
Indriya currently operates more than 80 stores across India and offers over 32,000 jewellery designs, positioning itself as one of the country’s fastest-growing jewellery retail brands.