{"id":30637,"date":"2025-03-28T10:25:10","date_gmt":"2025-03-28T04:55:10","guid":{"rendered":"https:\/\/gjepc.org\/solitaire\/?p=30637"},"modified":"2025-04-01T10:00:42","modified_gmt":"2025-04-01T04:30:42","slug":"aditya-birla-jewellerys-sandeep-kohli-on-reshaping-indias-jewellery-future-the-luxe-cut-episode-1","status":"publish","type":"post","link":"https:\/\/gjepc.org\/solitaire\/aditya-birla-jewellerys-sandeep-kohli-on-reshaping-indias-jewellery-future-the-luxe-cut-episode-1\/","title":{"rendered":"Aditya Birla Jewellery\u2019s Sandeep Kohli on Reshaping India\u2019s Jewellery Future: The Luxe Cut – Episode 1"},"content":{"rendered":"

As the Indian gems and jewellery sector sparkles with innovation and growth, Manisha Gupta<\/strong>, Group Commodities Editor – CNBC – TV18, sits down with Sandeep Kohli<\/strong>, CEO, Indriya, Aditya Birla Jewellery, for the inaugural episode of the GJEPC Podcast \u2013 <\/em>The Luxe Cut <\/em><\/strong>(Full episode here<\/em><\/a>). With a fresh perspective from his transition from FMCG to jewellery, Sandeep shares his vision for the industry, Indriya\u2019s ambitious journey, and the evolving consumer landscape ahead of IIJS Tritiya. Here\u2019s a glimpse:<\/em><\/p>\n

Manisha: With your wealth of experience, what changes do you see needed in the jewellery sector?\u00a0 <\/strong><\/p>\n

Sandeep:<\/strong> Moving from FMCG to jewellery has been fascinating. The consumer-centric focus and beauty aspect remain similar, but what\u2019s unique here is the artistry\u2014every piece is distinct, reflecting India\u2019s rich craftsmanship. The ecosystem, especially the talent of artisans, is unparalleled. What needs to change? A deeper focus on consumer delight\u2014better designs, shopping experiences, and tapping into evolving preferences.<\/p>\n

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The gem and jewellery industry contributes 7% to India\u2019s GDP and employs millions. How do you see it evolving, especially with shifting consumer mindsets?\u00a0 <\/strong><\/p>\n

It\u2019s a powerhouse industry with massive potential as India\u2019s GDP grows. Traditionally, jewellery was an investment; now, it\u2019s an expression of beauty and identity. This shift spans all age groups\u2014yes, younger consumers are into jewellery, though their design sensibilities differ. The market, currently at $80-85 billion, could hit $225 billion by 2035, driven by cultural roots like weddings and a move toward organised players like Indriya.<\/p>\n

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Indriya brings Aditya Birla\u2019s credibility to this space. What\u2019s your strategy to capture this growth?\u00a0 <\/strong><\/p>\n

We see consumers shifting from small, independent jewellers to trusted national chains for trust, experience, and design variety. The organised sector, now 35% of the market, is growing twice as fast as the unorganised one. Indriya aims to lead this shift by offering 16,000 fresh designs, exceptional store experiences\u2014like bridal lounges\u2014and a focus on consultancy over mere sales. We\u2019ve opened 16 stores in just six months, with our latest in Hyderabad, and aspire to reach 100 soon.<\/p>\n

Online discovery and offline shopping dominate, but quick commerce is emerging. How does Indriya fit in?\u00a0 <\/strong><\/p>\n

Quick commerce suits gold coins\u2014more an investment play\u2014but for jewellery, the tactile experience remains key. We\u2019ll leverage online discovery while ensuring our stores deliver that personal touch. Over the next five years, I see steady domestic growth, fuelled by occasions like weddings, with designs evolving to meet modern tastes.<\/p>\n

Artisans and sustainability are critical. How is Indriya contributing?\u00a0 <\/strong><\/p>\n

I\u2019ve been impressed by the industry\u2019s strides in sustainable manufacturing and better working conditions. As Aditya Birla Jewellery, we uphold high standards, ensuring our pieces are crafted responsibly. We aim to amplify artisanship, the bedrock of Indian jewellery, by showcasing it through innovative designs.<\/p>\n

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With competition heating up, what sets Indriya apart?\u00a0 <\/strong><\/p>\n

As a 2020s brand, we\u2019re unburdened by legacy, allowing us to innovate with the evolving consumer in mind. Our competition isn\u2019t just other brands\u2014it\u2019s capturing the consumer\u2019s imagination. We refresh designs every 40-45 days, blending tradition with contemporary flair, and our marketing celebrates the love for jewellery itself.<\/p>\n

Design seems to be your focus. What\u2019s the next big thing in jewellery?\u00a0 <\/strong><\/p>\n

Design is the differentiator. Trust and quality are givens, but consumers will increasingly seek unique, meaningful pieces. Premiumisation\u2014through better designs and materials\u2014will drive growth, benefiting artisans too.<\/p>\n

Finally, how do you see GJEPC\u2019s role in this dynamic landscape?\u00a0 <\/strong><\/p>\n

The GJEPC is vital in connecting the value chain\u2014it is continuing to work with the Government, advocating for policies with transparency and sustainability, and promoting India\u2019s artisanship globally and within the country.<\/p>\n

Full episode<\/em>:<\/p>\n