Kalpa Media House | Bengaluru |
As conversations around responsible gold consumption gain momentum in India, Indriya, Aditya Birla Jewellery, has introduced its Customers Own Gold Exchange Programme, aimed at helping consumers maximise the value of their existing gold while fulfilling their aspirations for new jewellery.
Indriya becomes the first jeweller to offer 100% value on old gold of any purity, irrespective of its place of purchase. The initiative allows customers to transform their existing gold into newly designed, high-quality statement pieces.
The brand emphasises transparency and trust through advanced gold evaluation technology and open karigar rooms, where customers can witness the entire process, including the melting of their gold. This ensures accuracy, eliminates wastage, and creates a more personalised customer experience.
Indriya’s specially curated collections further enhance the programme by enabling customers to achieve refined and contemporary designs within the same gold weight, while maintaining superior quality standards.
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Commenting on the initiative, Sandeep Kohli, CEO, Indriya, said, “As mindful gold consumption gains importance, unlocking the full potential of existing gold—both in value and design—is the most impactful approach. Our programme encourages customers to transform their jewellery into pieces they truly value and cherish.”
As a new-age jewellery brand, Indriya continues to promote a modern and meaningful approach to jewellery ownership, combining contemporary design with conscious consumption. Through this initiative, the brand aims to give existing gold a renewed purpose while encouraging self-expression.
About Indriya
Launched in July 2024 by the Aditya Birla Group, Indriya derives its name from the Sanskrit word for ‘five senses’. The brand offers a wide range of jewellery, including diamonds, precious gemstones, and artisanal gold pieces. Designed to blend traditional craftsmanship with modern aesthetics, Indriya positions itself as a destination for bridal jewellery and special occasions, offering timeless pieces that celebrate life’s significant moments.
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