The Aditya Birla Group launched its new jewellery retail brand, Indriya, directly competing with Tanishq and Reliance Jewels. Indriya plans to be a top-three player in five years, leveraging India's shift towards branded jewellery. This Rs 5,000 crore initiative marks the group's entry during the festive season, aiming to capitalize on India's booming wedding market and rising preference for trusted brands.
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