Indriya Showcases Indian Jewellery Craftsmanship in New Film

Indriya, a division of the Aditya Birla Group, has unveiled a new film celebrating the artistry and heritage of Indian jewellery. Each piece at Indriya reflects a blend of traditional Kaarigari with modern design elements, presenting a contemporary take on classic jewellery styles.

The film showcases Indriya’s diverse designs, from everyday pieces to intricate bridal jewellery, featuring over 16,000 options in gold, polki, and diamond. Notable pieces highlighted in the film include the Swarna Varya necklace, which combines gold with elaborate “wire kundan” and “chapai” scrollwork, and the Lumiere necklace, known for its vibrant gemstones and updated “hansuli” design. The Gul Posh necklace merges a 2,500-year-old jewellery technique with diamond innovations, demonstrating advanced craftsmanship.

Shantiswarup Panda, Head of Marketing at Indriya said, “We, at Indriya, have redefined craftsmanship through a storytelling format 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.”