Novel Jewels, an Aditya Birla Group company, is into premium jewellery segment.

The Aditya Birla Group, a global conglomerate in the Fortune 500, operates across diverse sectors such as metals, telecom, financial services, and renewable energy, with over 140,000 employees worldwide. Over 50% of its revenue comes from international operations across 36 countries. With a history of responsible business practices, the Group aims to expand its footprint in India's jewellery market, which contributes significantly to the country's GDP and exports. Given the industry's predominance of small, family-owned businesses, the Group sees potential for developing large-scale jewellery retail brands. The venture will leverage the Group's expertise in luxury retail, operational capabilities, and trust, with plans to diversify the offering once a viable business model is established. 

The business has successfully launched 16 stores by February 2025 under the brand name Indriya with plan...