Indriya CEO flags strong demand rebound as Aditya Birla jeweller eyes top-3 status by 2030
Sandeep Kohli says jewellery demand recovered sharply over recent weeks amid wedding season, despite customs-duty-led price hikes. Now at 81 stores across 40 cities, the Aditya Birla brand targets top-3 jeweller status by 2030, betting on Gen Z design and in-store experience while 45-55% of sales come via old-gold exchange.
What happened
Indriya CEO Sandeep Kohli says jewellery demand rebounded strongly amid wedding season after customs-duty-driven price hikes. The Aditya Birla brand, now in 81
Key facts
- 50% CAGR
- 3x industry growth
- 81 stores
- 85 stores
- 40 cities
- 9% customs duty increase
- 45-55% sales via old gold exchange
- top 3 target
Why this matters
A well-capitalised Aditya Birla challenger scaling toward top-3 status by 2030 reshapes the organised-jewellery competitive map, raising the stakes for regional acquisitions and defensive positioning by incumbents.
What to watch
- Quarterly store-count and same-store-sales disclosures
- Gold price and customs-duty policy changes
- Tanishq/Kalyan promotional intensity and Gen Z launches
- Old-gold exchange mix trend vs new-metal purchases
- Aditya Birla capital allocation and revenue guidance updates
- Accelerate store additions in wedding-dense southern and western markets
- Scale Gen Z design collections and experiential store formats as differentiation
- Formalize old-gold exchange logistics to lock in repeat footfall
- Push regional advertising ahead of festive/wedding peaks
- Negotiate gold-sourcing hedges to stabilize price-driven demand