Following the launch of its Bihar Bridal Collection, Madhuragini, Indriya worked with local artisans to create a 1000 sq. ft. hand-painted Madhubani hoarding with jewellery installation
Kalpa Media House | Bengaluru |
In a tribute to one of India’s most ancient and spiritually resonant art traditions, Indriya, Aditya Birla Jewellery, has showcased India’s largest hand-painted Madhubani hoarding at the Boring Road Entrance in Patna, Bihar. This record-breaking achievement of a 1000 sq. ft. hand-painted hoarding is exemplary of Indriya’s deep-roots in Indian tradition while offering contemporary designs. The painting displays the sacred wedding of Lord Ram and Sita, the very stories that are celebrated in the brand’s newly launched collection, Madhuragini.
Created in collaboration with Indriya, Aditya Birla Jewellery with 12 traditional Madhubani artisans from the region over 15 days, the artwork was painted in real time using intricate linework, mythological motifs and culturally significant symbols deeply associated with the art form. The hoarding also features Indriya’s life-size jewellery artwork embedded within the composition, transforming the canvas into a sacred ornamental frame inspired by bridal adornment and ceremonial beauty.
Madhuragini, Indriya’s latest regional bridal jewellery collection is an ode to the visual vocabulary and symbolic richness of Madhubani art. The collection translates the intricate detailing, layered storytelling and sacred motifs of the art form into bridal jewellery designed for the modern Indian bride.
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Speaking on the record-breaking initiative, Shantiswarup Panda, Head of Marketing & Visual Merchandising at Indriya said, “Bridal jewellery in India has always been deeply connected to cultural heritage. With the launch of Madhuragini, we wanted to create a moment that imbibed a sense of regional pride in a way that gracefully inspired by Bihar’s rich heritage dating back to the kingdom of Mithila and the marriage of Lord Ram with Devi Sita. Creating one of India’s largest Madhubani hoardings in Bihar itself was a conscious decision to honour the birthplace of the tradition while bringing visibility to the craftsmanship of local artisans an unprecedented scale. In today’s landscape, meaningful cultural experiences create far deeper consumer connection than conventional launches, and this initiative reflects our philosophy of making heritage-led storytelling central to the Indriya brand journey.”
By bringing together traditional artistry, large-scale craftsmanship and bridal storytelling, Indriya continues to champion India’s diverse regional art forms while creating culturally rooted experiences that celebrate heritage in a contemporary and immersive manner.
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.
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