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 new 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, mixed, matched and made personal.

Where the Brand Will Play

Project Tiara is being imagined for the fast-growing daily wear and self-purchase jewellery space. This is a large, under-branded opportunity in India, where young consumers are actively looking for jewellery that feels more current, more expressive and more accessible than traditional fine jewellery.

The brand will likely operate across digital-first channels, selective physical experiences, pop-ups and omni-channel journeys. It will be designed for a consumer who discovers on Instagram, engages through content, browses online, walks into stores and expects a seamless experience across all touchpoints.

How We Aim To Differentiate

Project Tiara will be different from traditional jewellery brands in both product and personality.

This brand will not simply sell jewellery. It will create a new buying behaviour, where jewellery becomes part of everyday identity, styling and self-expression.

Why This Is Exciting

Project Tiara gives us the opportunity to build a brand from the ground up: the consumer lens, product strategy, design system, brand voice, digital ecosystem, supply chain model, retail experience and growth engine.

It will also serve as an innovation sandbox for Novel Jewels, allowing us to experiment with new designs, faster drops,



creator collaborations, digital storytelling, consumer communities and more agile ways of building a jewellery brand.

The 3 to 5 Year Ambition

Over the next 3 to 5 years, the ambition is to build Project Tiara into a meaningful, scalable, national Gen Z jewellery brand. The plan is to create a strong digital-first foundation, build repeat-led consumer behaviour, expand through selective offline formats and create a brand that young India sees as expressive, aspirational and accessible.

Project Tiara will also help Novel Jewels engage consumers early in their jewellery journey, creating a long-term relationship that can grow with them as their life stage, income and jewellery needs evolve.

Why Join Us

This is a rare opportunity to be part of a founding team for a new consumer brand within one of India’s most respected business groups. The team will have the chance to shape the brand’s identity, product language, consumer experience, content engine, commercial model and growth journey from the very beginning.

We are looking for people who are entrepreneurial, consumer-obsessed, culturally aware, digitally fluent and excited by the idea of building something that can redefine how young India experiences jewellery.

Project Tiara is not just a new brand. It is a chance to reimagine jewellery for a new generation.

Position Purpose and Summary The Lead is responsible for strategic procurement of all diamond and precious stone. The role is responsible for leading the end-to-end product development (incl. proto development) and sourcing across studded category, ensuring the timely delivery of innovative, high-quality products at optimal cost. The role acts as the critical link between Design, Merchandising, Supply Chain, and manufacturing partners to translate concepts into market-ready products that align with brand objectives and customer needs.

The role will manage the entire sourcing lifecycle for the studded category, from driving the development of a strong vendor ecosystem, identifying opportunities for innovation and cost efficiencies, and ensuring successful execution of new product launches while maintaining the highest standards of craftsmanship and product excellence.

Position Purpose and Summary The purpose of the role is to execute the current product prototyping and development in line with the strategic objectives of the brand. To ensure the new products are delivered as per the Product Calendar with the defined specifications (Quality, Quantity and Timelines).

Essential Duties And Responsibilities

- Handle Proto development for specifical region/category for new collections/capsules along with the requirements of Design team in a manner that best translates design into live product.
- Review the technical evaluation of the design concept brief to ensure that its feasible for production.




- Review the CAM model/Silver/Ghat of loaded designs for its alignment to the requirements and ensure that recommendations are incorporated for proceeding further.
- Review the Final Prototype and garner required approvals and ensure that the product is fully quality compliance and put into stock post Final approvals.
- Design through newer settings/workmanship/look/ stone cuts etc. utilize them in current collections and collaborate with Design team to use in future collections
- Find new ways to make products at as low cost as possible, challenge and reduce timelines of development to improve process efficiency while maintaining quality.
- Network with existing vendors/manufacturing sources/ technology sources.
- Support in providing technical guidance to the vendors to build new capabilities and upgrades in their existing process to match our requirements so to scale up as per the business requirements

Operations Management

Design Operations

- Ensure execution to the Product Calendar for the year – maintaining the required quantity, quality and timelines at optimal cost.
- Study the new collection requirements and Design directions and prepare for the same from sampling/ manufacturing perspective.
- Be updated with evolving Consumer, Market, Product, global & Indian trends (across categories and not just jewellery) to be ahead of the game and constantly see how the same can be applied in business in collaboration with Design team.
- Responsible for end-to-end specified allocated vendor management.
- Work closely with the NPD-QC Team by timely update and involving in the interim milestone stages to bring error free and best in class Prototypes Products.
- Support Lead NPD in the development of alternate solutions which are cost efficient and new to existing problems based on benchmarks and competitor analysis.
- Cascade the quality culture in production through building awareness among team members and product review at each stage.
- Re-engineering of some products for quality & optimal pricing improvement/Process improvement.
- Allocate the design concept to the right vendors based on the capability of the vendor and evaluate the samples based on the inputs from various stakeholders.
- Ensure that the recommendations from the stakeholders are incorporated for the freezing of the design concept post the requisite approvals.
- Liaison with the vendors in the development of representative samples for market testing and incorporate iterations for design concept finalization.
- Ensuring the quality parameters are met in sync with our NPD-QC team & repeat order QA teams.

Critical Competencies for Success

- Expert understanding of Design & Product Prototyping and Development.
- Critical thinking skills.
- Strong Business Acumen with a drive to achieve and collaborate.
- Expert Negotiation and Influencing skills to manage the external as well as internal stakeholders.
- Collaboration (Expert)
- Excellent at Vendor Management

Person Profile Candidate should have at least 8-10 years of experience in new product development in the Jewellery industry. Specifically, the candidate should have good exposure to all the aspects and functions of jewellery manufacturing, prototyping and development. Educational Qualification: Bachelor of Design / Degree in design

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