About Organization:

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 140,000 employees belonging to 100 nationalities, the Group is built on a strong foundation of stakeholder value creation. With over seven decades of responsible business practices, our businesses have grown into global powerhouses in a wide range of sectors – metals, pulp and fibre, chemicals, textiles, carbon black, telecom, cement, financial services, fashion retail and renewable energy.

Today, over 50% of Group revenues flow from overseas operations that span 36 countries in North and South America, Africa, Asia and Europe.

The Group would like to expand its Retail Footprint and leverage the trust and synergy built over the years in luxury retail by launching a Jewellery Business in India. India's gems and jewellery market contributed around 7% to GDP and 14% to India’s total merchandize export in February’21 with a market size was at US$ 78.50 billion in FY21. The jewellery industry in India is largely driven by individual family owned small to medium size businesses.

Thus, the Group anticipates that there is scope of development of large retailers / brand in jewellery industry in near future. The venture will benefit from the retail experience, knowhow and trust build over the years with various ABG Luxury Retail Brands. It will also be able to harness the people, technical and operational capabilities from Group’s retail arms.

The range will be developed as a proof of concept for an integrated offering and may be diversified with multiple brands post establishment of a commercially viable business model.

Novel Jewels, an Aditya Birla Group company, is into premium jewellery segment.

The Aditya Birla Group, a global conglomerate in the Fortune 500, operates across diverse sectors such as metals, telecom, financial services, and renewable energy, with over 140,000 employees worldwide. Over 50% of its revenue comes from international operations across 36 countries. With a history of responsible business practices, the Group aims to expand its footprint in India's jewellery market,



which contributes significantly to the country's GDP and exports.

Given the industry's predominance of small, family-owned businesses, the Group sees potential for developing large-scale jewellery retail brands. The venture will leverage the Group's expertise in luxury retail, operational capabilities, and trust, with plans to diversify the offering once a viable business model is established.

The business has successfully launched 94 stores by Aug 26 under the brand name Indriya with plans to ramp up multiple folds in coming year. The initial customer response has been very encouraging.

Role - Manager VM - Creative & Design

Position Purpose and Summary To conceptualize, design, and drive the creative expression of the brand across its physical retail environments — ensuring that every store and every campaign translates brand identity into a compelling visual and emotional experience.

The role will execute the creative development of all Visual Merchandising (VM) design assets, from ideation to prototyping to in-store execution, maintaining a strong balance of aesthetic innovation and commercial practicality. This role demands creative leadership, trend sensitivity, and an eye for spatial storytelling, combined with a deep understanding of materials, retail display techniques, and luxury design language. This role combines creativity & craftsmanship with strategy & structure, bringing to life a design language that will shape the brand’s identity across its customer facing touchpoints.

Essential Duties and Responsibilities:

1. Brand Design & Creative Expression

- Execute and evolve the brand’s visual identity — ensuring consistency, innovation, and distinctiveness across all stores & touchpoints (spanning store/ retail, packaging, stationary, events, exhibits)




- Translate brand positioning and seasonal narratives into creative VM concepts through sketches, mood boards, and 3D renderings.
- Campaign-specific and topical display concepts that celebrate product craftsmanship, storytelling, and emotion.

2. Campaign & Store Experience Design

- Partner with Product, Merchandising, and Retail teams to design and deliver 360° visual experiences for new launches, promotions, and seasonal moments.
- Adapt creative designs across diverse store formats and footprints, maintaining coherence and premium quality.
- Execute immersive, customer-centric design ideas that bring emotion and depth to each in-store interaction.

3. Innovation & Trend Leadership

- Stay ahead of design and retail trends — globally and locally — to infuse freshness, relevance, and innovation.
- Experiment with new materials, fabrication techniques, and digital integration to create forward-thinking and sustainable designs.
- Execute creative prototyping and sampling, evaluating new display ideas for feasibility, scale, and impact.

4. Design Communication & Execution

- Create clear design guidelines and technical drawings for seamless execution by fabrication and store teams.
- Partner with the Central VM Ops team and vendors to ensure design fidelity and quality through production and rollout.
- Conduct periodic store audits to assess display impact, ensuring visual consistency and high aesthetic standards.

5. Budget Management & Resource Planning

- Work within allocated budgets while ensuring designs reflect luxury and craftsmanship.
- Source materials and finishes that are cost-effective, durable, and brand-aligned.
- Negotiate design production costs, and maintain financial accountability.

Person Profile

1. Education: Graduate / Postgraduate in Design, Visual Communication, Retail Design, or related field
2. Experience: Minimum 5-7 years in Visual Merchandising Design, preferably in luxury, fashion, or jewellery retail environments.
3. Technical Skills: Robust portfolio showcasing creativity, innovation, and execution across retail VM projects. Proficiency in Adobe Creative Suite, SketchUp, AutoCAD, or 3D rendering software.

📌 Manager VM - Creative & Design (Mumbai)
🏢 Novel Jewels (Aditya Birla Group)
📍 Mumbai