How Celebrity Collaborations Are Shaping Indriya Jewels’ Rise in India’s Jewellery Market

Explore how celebrity collaborations are helping Indriya Jewels' growth in India’s jewellery market. In this blog, we analyse the impact of partnerships with popular celebrities on brand visibility and consumer engagement.

Indriya Jewels was launched by the Aditya Birla Group in July 2024. It was the organisation's entry into India's jewellery market. The name "Indriya," derived from Sanskrit, signifies strength and the five senses, aligning with the brand's focus on delivering fine jewellery.

• Launch and Expansion: Since its startup, Indriya has opened 22 stores across 11 cities, including Delhi, Mumbai, Pune, Ahmedabad, Jaipur, Surat, Hyderabad, and Indore. The brand aims to expand to 100 stores across India by FY2026.
  
  
• Design Offerings: Indriya offers over 15,000 curated jewellery pieces, with more than 5,000 exclusive designs. These collections cater to various occasions, blending traditional craftsmanship with contemporary aesthetics.
  
  
• In-House Design Team: Approximately 80–85% of Indriya's jewellery designs are developed by its in-house team. This approach ensures regular updates to the collection, keeping in line with both regional and global trends.

Indriya's strategy combines a strong retail presence with a focus on design innovation, aiming to offer customers a unique and custom jewellery shopping experience.

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Why Did Indriya Jewel Prioritise Celebrity Collaborations?

Indriya Jewels prioritised celebrity collaborations to establish a strong emotional connection with its target audience. Recognizing the deep sentimental value associated with bridal jewellery in India, Indriya aimed to position itself not just as a jewellery brand but as an integral part of a bride's journey. To embody this vision, the brand launched its first bridal collection campaign featuring popular actors Aditi Rao Hydari and Shaheer Sheikh. Set against the majestic backdrop of Shiv Niwas Palace in Udaipur, the campaign narrates a poignant love story, not just between the bride and groom, but between the bride and her jewellery. This narrative emphasizes the emotional bond a bride shares with her wedding jewellery, in line with Indriya's brand philosophy of "Endless Love”.

Furthering this approach, Indriya introduced the innovative #MyIndriyaBrideMoment campaign. Making use of advanced face-swap technology, this campaign allowed customers to feature themselves in the brand's bridal ad film, originally starring Aditi Rao Hydari. By enabling women to visualize themselves as the protagonist of their own bridal narrative, Indriya transformed its marketing into an interactive and immersive experience. This strategy not only deepened customer engagement but also reinforced the brand's commitment to celebrating individual bridal journeys, making each piece of jewellery a cherished part of a bride's story.

Iconic Celebrity Collaborations by Indriya

Indriya x Aditi Rao Hydari x Shaheer Sheikh

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Indriya Jewels' bridal campaign featuring Aditi Rao Hydari and Shaheer Sheikh unfolds a narrative set against the majestic Shiv Niwas Palace in Udaipur. The film portrays a bride's deep emotional connection not only with her groom but also with her bridal jewellery. Each piece from Indriya's collection is depicted as a silent witness to her journey, symbolizing moments destined to be cherished for a lifetime. This storytelling approach emphasizes the timeless bond between a bride and her jewellery.

The casting of Aditi Rao Hydari and Shaheer Sheikh was a deliberate choice to embody the campaign's essence. Aditi's regal lineage and graceful presence go well with the brand's blend of traditional craftsmanship and modern elegance. Shaheer's charm complements this narrative, portraying the supportive partner in the bride's journey. Their on-screen chemistry brings authenticity to the story, making the campaign a heartfelt celebration of love, tradition, and personal stories. 

Indriya’s Influencer Collaborations

Indriya Jewels has teamed up with influencers to showcase its collections in real-life moments. These partnerships help the brand reach new audiences and show how its jewellery fits into celebrations. From festive styling tips to bridal inspiration, each collaboration brings Indriya’s designs to life.

1. Natasha Luthra x Indriya - Honoring Mothers with Grace

In a heartfelt Mother's Day campaign, Indriya Jewels partnered with lifestyle influencer Natasha Luthra to pay tribute to the unwavering love and grace of mothers. The campaign showcased Indriya's intricately crafted jewellery, reflecting the timeless elegance and strength that mothers embody. Natasha's portrayal resonated with audiences, emphasizing the deep emotional connection between jewellery and cherished memories.

2. Shivani Parihar x Indriya - Realizing Bridal Dreams

Indriya collaborated with actress Shivani Parihar to bring her bridal vision to life. The campaign featured Shivani adorned in stacked bangles, regal necklaces, and detailed craftsmanship, encapsulating the essence of a modern Indian bride. Her authentic experience highlighted Indriya's commitment to transforming individual bridal aspirations into reality.

3. Radhika Bhardwaj Prakash x Indriya - Embracing Festive Traditions

For Akshaya Tritiya, Indriya teamed up with content creator Radhika Bhardwaj Prakash to celebrate the festival's spirit of prosperity and new beginnings. Radhika's "Get Ready With Me" segment featured Indriya's gold necklaces, statement bangles, and rings, capturing the festive ambiance. The collaboration also highlighted special offers, including complimentary gold coins and discounts, reinforcing Indriya's dedication to making celebrations memorable.

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Celebrity Event Appearances by Indriya

Indriya Jewels often invites celebrities and influencers to its store openings and product launches. These appearances put a spotlight on the brand’s craftsmanship and design. Seeing celebrities explore Indriya’s collections adds excitement and draws new customers to experience the jewellery firsthand.

1. Kanika Kapoor x Indriya - Launching in Lucknow

In April 2025, singer Kanika Kapoor inaugurated Indriya Jewels' new store in Lucknow, a city renowned for its rich heritage and grandeur. Kanika expressed her joy in unveiling the store in her favorite city, highlighting the exquisite craftsmanship of Indriya's jewellery. She described the collection as "jewellery that makes your heart sing," emphasizing the brand's commitment to timeless beauty and intricate design.

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2. Esha Amin x Indriya - Styling for Every Neckline

Celebrity stylist Esha Amin visited Indriya's store to explore its diverse collections and create a style guide focusing on jewellery for various necklines. She emphasized the importance of balance in bridal styling and showcased how Indriya's gold, diamond, and polki designs effortlessly complement different outfits. Esha's collaboration provided valuable insights for brides-to-be, enhancing their trousseau selections.

Impact of Celebrity Collaborations on Indriya’s Brand Growth

• Customer Engagement: #MyIndriyaBrideMoment let women place their faces into the ad. It struck a chord with young brides-to-be and prompted them to join the Indriya story. 
• Emotional Connection: The bridal film with Aditi Rao Hydari and Shaheer Sheikh shows a bride’s bond with her jewellery. It brings to life Indriya’s promise of “Endless Love” in a way that viewers feel.
• Brand Visibility: And Indriya’s ads ran during prime-time TV soaps and on leading OTT apps. Shantiswarup Panda says this audience-first approach drew more eyes to the brand.

The collaboration with Aditi Rao Hydari and Shaheer Sheikh drove significant growth for Indriya Jewels, connecting the brand with its core audience. Their grace and charm mirror Indriya’s values, attracting new customers and solidifying its position in the jewellery industry. This partnership deepened consumer loyalty and made Indriya more visible across key media channels.

How Have Celebrity Collaborations Shaped Indriya Jewels’ Rise in India?

Indriya Jewels' strategic use of celebrity collaborations has been instrumental in its rapid growth within India's jewellery market. In the months following the Aditi Rao Hydari and Shaheer Sheikh campaign, Indriya Jewels saw average bill values that were 40–50% above the norm for new entrants (afaqs!). Foot traffic also surpassed initial projections, helping the brand grow from just four stores at launch to 14 by January 2025, with a clear path to 100 stores by FY 2026. 

By collaborating with such celebrities, the brand has successfully positioned itself as a modern yet culturally rooted choice for consumers. As Indriya continues to expand its footprint, its emphasis on celebrity partnerships will likely remain a cornerstone of its marketing strategy, driving both brand awareness and customer loyalty.

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