15th May 2026, Mumbai: As conversations around responsible gold consumption in the country gain momentum, Indriya, Aditya Birla Jewellery, puts India first while keeping consumers’ aspirations of gold jewellery alive through its Customers Own Gold Exchange Programme. Indriya is the first jeweller to offer 100% value on old gold of any carat, irrespective of where it was purchased, enabling customers to transform it into exquisitely designed statement pieces.
At Indriya, precision meets craftsmanship. With advanced instruments ensuring accurate gold evaluation and open karigar rooms, customers can witness the entire process firsthand, including the melting of their gold right before their eyes. This complete transparency ensures there is no loss or wastage, building deep trust and making the journey of transforming old gold into beautifully crafted jewellery both personal and rewarding. Indriya’s specially designed collections further enhance this experience, offering a more refined and elevated look within the same gold weight, while maintaining the highest standards of quality.
Commenting on the programme, Sandeep Kohli, CEO, Indriya said, “As conversations around mindful gold consumption gain prominence, the most impactful approach is to unlock the full potential of the gold you already own, both in design and value. Our Customers Own Gold Exchange Programme encourages Indians to thoughtfully transform their existing jewellery into exquisitely crafted statement pieces they truly desire and cherish, embracing a more meaningful way to engage with gold.”
As a new-age jewellery brand, Indriya continues to champion a more personal and contemporary approach to jewellery ownership, one that blends modern design with conscious choices and emotional relevance. Through initiatives like the Customers Own Gold Exchange Programme, the brand encourages consumers to celebrate self-expression while giving existing gold a renewed purpose and place in their lives.
About Indriya
Indriya, the jewellery brand from Aditya Birla Group, was launched in July 2024. Derived from the Sanskrit word for ‘five senses,’ Indriya embodies timeless elegance, unmatched craftsmanship, and a captivating sensorial experience. With an exquisite range of diamonds, precious gemstones, and artisanal gold, the brand offers jewellery that transcends traditional artistry and modern aesthetics. Indriya stores are more than just a jewellery store—it is the ultimate destination for bridal collection and celebrations of life’s most cherished moments. For brides-to-be, Indriya is a treasure trove of meticulously designed wedding jewellery, where each piece is a timeless heirloom, seamlessly blending tradition with modernity, ensuring every bride feels radiant on her special day. Beyond weddings, Indriya redefines jewellery as an expression of personal identity and artistry, cementing its position as the go-to destination for all occasions.
