Indriya, Aditya Birla Jewellery, has launched a nationwide bridal campaign featuring region-specific collections inspired by the cultural heritage of Rajasthan, Gujarat, Andhra Pradesh, Telangana, Karnataka, and Maharashtra. Each collection blends traditional craftsmanship with modern elegance, offering brides jewellery rooted in their regional identity.
The Anantara collection (AP, Telangana, Karnataka) draws from Dravidian temple art, while Padma Ranjini (Rajasthan) transforms architectural motifs into contemporary bridal designs. Rajashree (Maharashtra) pays tribute to Maratha royalty, and Raasvi (Gujarat) celebrates vibrant Gujarati artistry through intricate layered pieces.
Sandeep Kohli, CEO of Indriya, said the collections honour India’s rich cultural legacy and strengthen the brand’s connection with brides who value authenticity. The marketing and design leads also emphasized the storytelling, craftsmanship, and emotional resonance behind each regional collection.
Each piece showcases detailed kaarigari that brings India’s diverse traditions to life.