Business Context and Opportunities

A global conglomerate, the Aditya Birla Group is in the League of Fortune 500. Anchored by an extraordinary force of over 150,000 employees belonging to 100 nationalities, the Group is built on a strong foundation of stakeholder value creation. Backed by seven decades of responsible business practices, the Group operates leading businesses across metals, chemicals, textiles, cement, financial services, fashion retail, telecom, and renewable energy, with over 50% of revenues generated from international operations.

The group expanded its Retail Footprint, leveraging the trust and synergy built over the years in luxury retail by launching its Jewellery brand Indriya, in June 2024.

India’s jewellery market is at an exciting inflection point. For decades, jewellery has largely been associated with weddings, family occasions, inheritance and long-term value. A current generation is now expanding what jewellery can mean. For Gen Z and young consumers, jewellery is increasingly about self-expression, identity, mood, styling,



gifting and everyday confidence. It is no longer reserved only for milestone moments. It is becoming part of how young people show up each day, at college, at work, at a café, at a concert, on social media and in the moments that define their personal style.

Project Tiara is our attempt to build a distinctly new-age jewellery brand for this generation.

The brand is currently in its conceptualisation stage as a separate and independent business under the legal entity Novel Jewels (the creators of Indriya), backed by the trust, ambition and scale of the Aditya Birla Group.

The Core Idea

Project Tiara is built around a simple belief : Jewellery should help you express who you are, every day.

The brand will speak to young consumers who want jewellery that is stylish, affordable, versatile and relevant to their lives. It will focus on everyday wear, trend-responsive drops and pieces that can be worn, stacked, layered,

📌 Lead NPD (India)
🏢 Aditya Birla Group
📍 India