Indriya sets a new industry standard with diamonds

Mumbai, 03rd June 2026: 

Indriya, Aditya Birla Jewellery, has set an industry-first benchmark in natural diamond selection, bringing greater delight and trust to the diamond buying experience. Rooted in the belief that exceptional sparkle is the most visible expressions of diamond quality, this approach builds on the brand’s best-in-class selection standards. Going beyond conventional grading standards, Indriya’s approach to diamond cut and selection evaluates how effectively a diamond reflects, refracts and returns light to deliver superior brilliance, fire and scintillation. Only 1 out of 5 natural diamonds meet these rigorous standards. This shift comes at a pivotal moment for the category. India sits at the heart of the global diamond industry, with over 90% of the world’s diamonds cut and polished in regions like Surat and Mumbai. Yet, despite this deep-rooted expertise, diamond jewellery consumption remains below 15%. 

While clarity, colour and carat come from nature as physical property, cut is the result of human artistry and precision. It determines how light enters, reflects within and exits the diamond, making it the true driver of brilliance. A well-cut diamond maximises light return, while sub-optimal cuts allow light to escape, creating a visible difference in sparkle.Only diamonds that meet Indriya’s exacting standards across these parameters are selected, with precise proportions, optimal light return and minimal light leakage. 

Commenting on this innovative industry benchmark introduction, Sandeep Kohli, CEO, Indriya said, “The diamond industry is evolving, and innovation is the need of the hour. For decades, quality assessments have focused on the 4Cs, but ultimately customers fall in love with a diamond that sparkle the brightest. It is the first thing they notice, the quality that instantly captures attention, and the reason a diamond feels truly special. 

Indriya is the first legacy-backed jewellery brand to enter the Indian market in over three decades; and is the fastest growing retail brand, crossing 80 stores in under 2 years. With over 32,000 + designs, Indriya plans to change the way Indians buy diamonds, with karigaari at the core; showcasing evocative expressions of heritage reflecting extraordinary skill and generational knowledge of India’s master craftsmen.