India's jewellery industry is witnessing a fresh marketing battle as Indriya, the Aditya Birla Group-backed jewellery brand, introduces a new approach to selling natural diamonds. Rather than relying on technical grading systems such as the traditional 4Cs : Cut, Clarity, Colour and Carat, the brand is highlighting what consumers notice first: a diamond's sparkle.
With its latest campaign, "Sparkle Like No Other," Indriya hopes to create a stronger emotional connection with buyers while differentiating itself in one of India's most competitive luxury retail categories.
Moving Beyond Technical Diamond Terminology
For years, diamond brands have educated consumers about certification and grading standards. However, Indriya believes most customers make their purchase decisions based on visual appeal rather than technical specifications.
According to the company, buyers are naturally drawn to the brilliance and light performance of a diamond, making sparkle the most meaningful quality indicator from a consumer perspective.
This insight has become the foundation of the brand's latest communication strategy, encouraging shoppers to focus on what they actually experience instead of what appears on a grading certificate.
A Campaign Built Around Brilliance
Conceptualised by Ogilvy, the campaign features brand ambassador Aditi Rao Hydari, who has represented Indriya since its launch.
Unlike conventional jewellery advertisements that revolve around weddings or emotional celebrations, the new film places the spotlight entirely on the visual brilliance of diamonds. The creative showcases sparkle as the centrepiece, reinforcing the brand's claim that exceptional light performance is what truly distinguishes premium natural diamonds.
Indriya also states that only a limited percentage of natural diamonds meet its internal sparkle benchmarks, strengthening its premium positioning.
Challenging Established Jewellery Brands
India's organised jewellery market is already dominated by well-known brands including Tanishq, Kalyan Jewellers, Malabar Gold & Diamonds, Joyalukkas, CaratLane, and Mia.
As a relatively newer player, Indriya is focusing on differentiation rather than direct price competition. The company believes creating an entirely new conversation around sparkle will help it stand apart in a crowded marketplace.
Staying Committed to Natural Diamonds
As lab-grown diamonds continue to gain popularity due to their affordability, Indriya remains firmly committed to natural diamonds.
The company views lab-grown stones as serving a different customer segment, particularly younger buyers seeking accessible luxury. Natural diamonds, on the other hand, continue to be positioned as rare, emotionally significant purchases associated with milestone celebrations and long-term value.
While acknowledging the growing presence of lab-grown diamonds in the market, Indriya currently has no plans to enter that category.
Retail Expansion Gains Momentum
Alongside its marketing transformation, Indriya is rapidly expanding its physical retail presence across India.
The brand has already crossed 80 stores and plans to exceed 100 outlets in the coming months. Its media strategy has also evolved with this expansion, shifting from local catchment-based promotions to a broader mix of television, digital, and mass-media advertising.
The company says it achieved strong business performance during FY26, exceeding internal targets across revenue, profitability, customer acquisition, and store growth despite temporary market slowdowns caused by geopolitical uncertainty and seasonal buying trends.
Looking Ahead
With increasing competition in India's premium jewellery market, Indriya is betting that a consumer-first approach centred on sparkle will resonate more effectively than technical diamond education alone.
Backed by aggressive retail expansion, consistent celebrity branding, and a clear focus on natural diamonds, the company aims to strengthen its position as one of India's emerging luxury jewellery brands.
As consumer preferences continue to evolve, Indriya's emphasis on visible brilliance could become one of the industry's most distinctive marketing strategies.
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