Indriya, Aditya Birla Group‘s jewellery retail brand, has opened its 11th store in Surat, just 17 weeks after its debut. Amit Dharap, Head of Retail at Aditya Birla Novel Jewels Ltd, expressed satisfaction with the smooth launch, calling it one of the brand’s most memorable. Since its debut in July, Indriya has grown swiftly, launching outlets in cities such as Delhi, Indore, Jaipur, Mumbai, Pune, and Ahmedabad. With plans to expand to over ten cities in the next six months, Indriya hopes to become a major player in India’s competitive jewellery sector, supported by a Rs 5,000 crore investment.