The company is looking to shift the conversation around diamond buying from technical specifications to visible sparkle and has also unveiled a marketing campaign for the same
Indriya, Aditya Birla Jewellery, is placing diamond sparkle at the centre of its growth strategy as it looks to drive greater adoption of diamond jewellery among younger consumers. The company said it wants to shift the conversation around diamond buying from technical specifications to visible sparkle.
As part of this effort, Indriya has rolled out its new campaign, ‘Sparkle Like No Other’. The initiative forms part of the company’s broader push to make diamond buying more experience-led and help consumers better understand differences in diamond quality through visual evaluation.
“We want to redefine how Indians look at diamonds and how they choose their diamonds. The way we are doing that is by actually having gone and talked to consumers and done a lot of research and understood that finally what matters in diamonds is how they sparkle. We have gone back to science to see how we can bring the sparkliest diamonds possible to the young generation of today,” Sandeep Kohli, Chief Executive Officer, Indriya, told reporters.
The company emphasised that while over 90 per cent of the world’s diamonds are cut and polished in the country, diamond jewellery consumption and penetration is below 15 per cent. While traditional diamond buying has long been guided by technical specifications, Indriya’s sparkle story aims to shift the focus to real-world visual performance-helping customers evaluate a diamond’s sparkle and make informed decisions.
Company’s leadership added that going beyond conventional grading standards, Indriya’s approach to diamond cut and selection assesses how effectively a diamond reflects, refracts and returns light to deliver brilliance, fire and scintillation. Only one out of five natural diamonds meet these rigorous standards, the company claimed.
Betting On Gen Z-led Jewellery Consumption
Kohli said Indriya’s growth strategy is closely linked to changing consumer behaviour among younger Indians, whom the company sees as increasingly viewing jewellery as a means of self-expression rather than solely as an investment.
He noted that younger consumers are making purchase decisions earlier in life, supported by greater financial independence and a stronger desire to reflect their individual identity through what they wear.
“We are a brand born for the new generation of India. We are not a brand that is born in the 1990s or in the 1800s which has to adjust ourselves to the new generation of India. We are a brand that is born for the new generation of India and their stakeholders,” Kohli noted.
The CEO emphasised that this shift is also influencing product preferences, with design becoming a more important consideration in jewellery purchases. He added that as consumers seek greater variety to complement different occasions and personal styles, diamonds present an opportunity to expand beyond traditional gold-led buying habits, particularly among younger cohorts looking to express themselves through jewellery choices.
Simplifying Diamond Quality Communication
The campaign marks Indriya’s attempt to simplify how diamond quality is communicated to consumers by placing greater emphasis on visible sparkle rather than technical grading metrics.
“The diamond category has traditionally communicated quality through technical parameters that consumers often trust but cannot easily visualise. With ‘Sparkle Like No Other’, we wanted to bridge that gap by turning a technical product truth into a consumer story,” said Shantiswarup Panda, Head of Marketing and Visual Merchandising, Indriya.
Panda added that sparkle is often one of the first characteristics consumers notice in a diamond but has rarely been positioned at the centre of category communication. Through the new campaign and supporting in-store experiences, the company aims to make the evaluation process more tangible by allowing consumers to see and compare a diamond’s light performance for themselves.
The campaign is anchored by a brand film featuring actor Aditi Rao Hydari, which uses a social gathering setting to highlight the visual appeal of diamond sparkle. Through a series of understated moments, the film seeks to demonstrate how sparkle can become a visible expression of diamond quality, while a specially composed soundtrack by Mikey McCleary accompanies the narrative.
The campaign is being amplified across multiple media platforms and integrated with in-store experiences, including the company’s SparkleScope technology, as part of a broader effort to connect awareness with product demonstration and consumer engagement.
