Bangalore, 27 October 2026: Indriya, Aditya Birla Jewellery, on unveiled India’s Largest Sustainable Jewellery Rangavalli, crafted from grains, at Orion Mall and Shri Sathya Ganapathi Shirdi Saibaba Temple on in Bengaluru, as a tribute to our rich cultural heritage and enduring festive traditions. Spanning 400 sq. ft. at Orion Mall and 1,600 sq. ft. at the temple, the large-scale Rangavalli installations, inspired by an iconic jewellery design from Indriya’s latest festive collection, Padmika, transform the intricate artistry of fine jewellery into magnificent expressions of a cherished cultural tradition steeped in devotion, craftsmanship and community spirit.
Padmika crafted in 22KT gold celebrated the revival of Gulabi Meenakari, a rare pink enamel craft, and the necklace featured an intricate nakshi floral detailing alongside the auspicious motif of Goddess Lakshmi seated on a lotus, symbolising prosperity, abundance and new beginnings. Reimagined as a magnificent Rangavalli using eco-friendly materials including rice, millets and seeds, the installation translated the intricate artistry of the necklace into a large-scale tribute to our cultural heritage. Bringing together thousands of individual elements, the artwork reflected the precision, patience and craftsmanship shared by both jewellery-making and Rangavalli creation. Created using grains, millets and seeds, the installation celebrated the enduring beauty of traditional art forms while offering visitors a distinctive and immersive festive experience.
Rooted in cultural authenticity, the initiative drew on the expertise of the renowned Rangoli artist Shikha Sharma popularly known as the “3D Rangoli Queen.” and creator of record-breaking Rangoli artworks. By translating the detailing of an iconic temple jewellery design into Rangavalli, Indriya celebrated two art forms that shared a deep appreciation for intricate patterns, craftsmanship and the coming together of individual elements which created something extraordinary.
Sustainability was integral to the initiative and it extended the purpose of the installation beyond the festive celebration. Following Vijayadashami, the rice, millets and seeds used in the artwork were responsibly repurposed through feeding drives for birds and animals in partnership with Akhil Karnataka Prani Daya Sangh Gaushala.
Speaking about the initiative, Shantiswarup Panda, Head of Marketing & Visual Merchandising at Indriya, said, “At Indriya, our endeavour is to celebrate India’s rich cultural heritage through meaningful and contemporary expressions. The Jewellery Rangavalli is an extension of that vision, reimagining an iconic Padmika design through a beloved festive tradition that resonates deeply with our audiences. As a brand inspired by culture and craftsmanship, we wanted to create an experience that not only showcases the artistry behind our jewellery but also invites consumers to engage with it in a memorable and immersive way. Through this initiative, we celebrate heritage, craftsmanship and the spirit of togetherness that lies at the heart of Vijayadashami.”
Conceptualised by Ogilvy, the activation brought Indriya’s craftsmanship together with the cultural tradition of Rangavalli.
Tanuja Bhat, Sr. Executive Creative Director & Creative Head – Beauty & Luxury (West), Ogilvy, said: Rangavalli is a beautiful South Indian tradition of transforming simple materials into intricate art, with rice flour and grains long part of its practice. And the most beautiful part – the grains are consumed by birds and animals to complete the circle. We wanted to honour that cultural connection by reimagining it at a larger scale—as an intricate Indriya jewellery necklace created from grains. By inviting visitors at the mall and temple to help bring it to life, we’re making the artwork a shared celebration of the craft behind our festive collection range. All the grains used will be donated to an NGO, making sure that nothing goes to waste.”
Extending the celebration beyond the installation, Indriya had also launched the Rangavalli contest, inviting consumers to recreate the Padmika-inspired Jewellery Rangavalli in their own homes. Through a special stencil distributed via print innovations and promotional kits, participants could create their Rangavalli using colours, grains or grain powder, and share their creations with Indriya via social media or WhatsApp. As part of the initiative, 100 lucky winners stood a chance to win a 200 mg 22KT gold coin, bringing together creativity, tradition and the joy of festive celebrations.
Credit list:
Ogilvy Team:
Chief Creative Officers India: Kainaz Karmakar, Harshad Rajadhyaksha, Sukesh Nayak
Executive Chairperson: Hephzibah Pathak
Chief Strategy Officer: Prem Narayan
President and Head of Office, Mumbai & Kolkata: Hirol Gandhi
Creative Team: Tanuja Bhat, Siddhesh Telang, Rohit Kasar, Akshay Jadyar, Sharvari Sawant
Account Management Team: Amritarupa Banerjee, Pooja Selvaraj, Oona Bose, Abigail D’Souza
Project Management Team: Shoaib Alim
Activation Team: Rahul Saigal, Asheesh Tyagi, Jay Thacker, Kishor Manjrekar, Bonaventure Chedda
Indriya Team:
- Shantiswarup Panda- Head Marketing
- Aditi Maliwar- Assistant Vice President Marketing, Brand Content & Communication
- Miloni Dutia- General Manager Marketing, Brand Communication
- Ketaki Kane- Manager Marketing, Brand Communication
- Anupama Aggarwal- Senior Manager Marketing, Product Communication
- Medini Ghag- Content Marketing
- Neha Prasad- Content Marketing
- Viriezo Vizo- Deputy General Manager Marketing, Retail Marketing
- Deep Harlalka- Assistant Manager Marketing, Retail (West & South)
- Sanjog Morvekar- Assistant Manager Marketing
- Himani Shukla- Assistant Vice President, Visual Merchandising
- Ajeet Chaudhary- Senior Manager Marketing, Visual Merchandising
- Darshana Patil- Deputy General Manager Marketing, VM Central Operations
- Samar Parmar- General Manager Marketing- CRM, Loyalty, Alliances
- Vinit Poojary- Senior Manager Marketing, Campaign
- Karan Darji- Senior Manager Marketing, Alliances & Partnerships
- Kavish Barapatre- Assistant Vice President Marketing – Digital, Social Media & Website
- Delzeen Damania- Manager Marketing, Social Media
- Simran Talwar- Marketing
- Rakshana Srikanth- Senior Manager Marketing, Performance
- Niti Mishra- General Manager Marketing – Customer & Market Insights
- Hashmita Samala, Senior Manager Marketing- Performance
About Indriya
Indriya, the jewellery brand from the Aditya Birla Group, was launched in July 2024 and is the first legacy-backed jewellery brand to enter the Indian market in over three decades. Derived from the Sanskrit word for ‘five senses’, Indriya embodies timeless elegance, unmatched craftsmanship, and a deeply immersive sensorial experience. Rooted in karigaari at its core, Indriya showcases evocative expressions of heritage, brought to life through the extraordinary skill and generational knowledge of India’s master craftsmen. With an expansive offering of over 37,000 designs across diamonds, precious gemstones, and artisanal gold, the brand is redefining the way Indians experience and buy jewellery—particularly diamonds. In under two years, Indriya has emerged as one of the fastest-growing jewellery retail brands in the country, with a network of over 80 stores. Each store is designed as more than a retail space—it is a destination for discovery, celebration, and self-expression. From meticulously crafted bridal heirlooms to contemporary designs for everyday elegance and special occasions, Indriya brings together tradition and modernity with equal finesse. Beyond weddings, the brand positions jewellery as a powerful expression of personal identity and artistry, making Indriya a destination for life’s most meaningful moments.
