Surat: After Tata Group’s Trent launched its lab-grown diamond (LGD) brand POME, Aditya Birla Group’s jewellery brand Indriya is also exploring it. Indriya plans to open 100 new stores across India in the next 18 months and is considering adding a lab-grown diamond segment.
Launched in July 2024 with a ₹5000 crore investment, Indriya currently has 12 stores in cities like New Delhi, Ahmedabad, Pune, and Indore. It plans to reach 14 stores by January 2025 with the franchise model.
CEO Sandeep Kohli stated that while natural diamonds remain Indriya’s focus, lab-grown diamonds are gaining popularity. With Tata’s Trent successfully launching LGDs, Indriya is open to adapting if consumer demand rises.
With Tata Group already in the LGD space, Birla’s potential entry could redefine India’s diamond industry.
LGD era
Lab-grown diamonds are becoming more popular in India. Tata’s Trent introduced the LGD brand POME in Westside stores, while Goldiam International launched its LGD retail brand ORIGEM. However, challenges like oversupply and price fluctuations remain, with brands like Tanishq continuing to focus on natural diamonds as a luxury choice.
