Prayagraj,

19 July (HS): Indriya, Aditya Birla Jewellery, has opened its first store in

Prayagraj, the Kumbh Nagri - long regarded as a crossroads of history,

devotion, and tradition. The move marks a continued expansion in Uttar Pradesh,

following an earlier launch in Lucknow. Both the cities are known for their

cultural significance and consumer potential in historically rich markets. Former

Mayor Abhilasha Gupta Nandi stated, Our family has been in the business

since the beginning. Today,

youngsters are being introduced into this profession and encouraged to

progress. She stated that the youth have

a better understanding of what they like and dislike. “This is for people who want their jewelry to

have a distinct identity as well as a strong emotional connection,” she opined,

Cabinet

Minister Nand Gopal Gupta Nandi was also present on this occasion. After the inauguration

in Civil Lines, the CEO said that this store will run in partnership with

Minister Nandi's son Naman Gupta and daughter Janhavi Gupta. “This city has

preserved the stories of knowledge and heritage passed down from generations.

Partnering with Naman Gupta and Janhavi Gupta at such a place is a way to honor

the rich heritage through conscious design and excellent craftsmanship. He said

that people will also get a scheme here. In which on depositing every month,

they will be given jewelry as per their need. Currently, there is also a

discount of 30 to 35 percent,” he added.

Prayagraj,

home to the sacred Triveni Sangam, has long been a place where tradition, and

culture come together. It’s a city that carries the stories of wisdom across

generations. For Indriya, opening a store here is more than just a new address.

It’s a way to celebrate the rich heritage through Indriya’s commitment to

meaningful design and craftsmanship.

Spread

across 7,400 sq. ft., the new store features a dedicated kaarigar room and a

bespoke bridal lounge. With a curated selection of over 5,000 exclusive designs

and more than 20,000 meticulously crafted jewellery pieces including the latest

Aasmaniyat collection, the Prayagraj store brings together the finesse of

age-old craftsmanship with contemporary design.

With

the latest launch, Indriya’s presence now spans 29 stores across North, South,

East and West India, including six in Delhi; four in Hyderabad; three each in

Mumbai and Pune; two each in Ahmedabad, Jaipur, and Patna; and one each in

Indore, Bhubaneshwar, Noida, Prayagraj, Surat, Vijaywada, and

Lucknow—reflecting its growing footprint and commitment to making finely

crafted jewellery more accessible to consumers.

Sandeep

Kohli, CEO, Indriya said, “We’re proud to mark our presence in the historic

city of Prayagraj, a place where culture, tradition, and heritage come together

in everyday life. Our new store features elegant, expressive pieces for those

who seek individuality and a deeper connection in their jewellery choices.

We’re excited to be part of the city’s evolving style story and to welcome

customers to an experience that’s both personal and rooted in timeless

craftsmanship.” The trusted legacy of the Aditya Birla Group now extends into

one of India’s most revered centres of culture, with the launch of Indriya’s

first store in Prayagraj.

Hindusthan Samachar / Abhishek Awasthi