India’s diamond jewellery market may be one of the largest in the world, but consumer understanding of what makes a diamond visually exceptional has long been anchored to the conventional certification framework based on the 4Cs, which stand for cut, colour, clarity and carat. Indriya, on the other hand, is a jewellery brand from the Aditya Birla Group that is now attempting to shift that conversation by introducing a new selection benchmark centred on what customers see first, i.e., sparkle.
Announced on June 25, the initiative positions sparkle as a measurable indicator of a diamond’s visual appeal, with the company claiming that only one in five natural diamonds meets its stringent selection criteria. The move comes as India continues to play a pivotal role in the global diamond trade, processing more than 90% of the world’s diamonds, while diamond jewellery still accounts for a relatively small share of overall jewellery consumption.
Also Read: Engagement Rings in 2026: The Cuts, Settings and Stones Couples Are Choosing
Kohli further shared that despite India’s dominance in diamond cutting and polishing, diamond jewellery penetration remains relatively low. He believes the category has significant room for growth if brands can better connect diamond purchases to consumers’ evolving ideas of personal style and self-expression instead of speaking in the language that customers find difficult to connect with.
According to the company, the new benchmark evaluates a diamond’s brilliance, fire and scintillation to determine how effectively it reflects and returns light. To make the process more transparent for consumers, Indriya has also introduced SparkleScope, an in-store technology designed to demonstrate differences in light performance between diamonds.
Means for Self-Expression
Speaking to Outlook Luxe, Sandeep Kohli, Chief Executive Officer of Indriya, said the initiative emerged from a deeper understanding of how younger consumers engage with jewellery today.
“People are seeing jewellery as a way of being able to express their identity,” Kohli said, adding that diamonds increasingly form part of a broader assortment consumers use for self-expression rather than being reserved solely for milestone purchases.
Kohli also argued that while the 4Cs remain important for establishing quality and value, they do not necessarily explain what consumers experience when wearing a diamond. “What helps you express your beauty is the way the diamond looks,” he said, adding, “What people look at there is the sparkle.”
Redefining Modern Diamond Desire
The launch reflects a broader shift in the luxury jewellery sector, where brands are increasingly focusing on experiential retail, consumer education and emotional storytelling. For Indriya, which has expanded to more than 80 stores in under two years, the sparkle-led approach is as much about simplifying diamond buying as it is about creating differentiation in a competitive market.
Also Read: India’s New Diamond Rule: Only A Natural Diamond Can Be Called A Diamond
He also pointed out that younger consumers are increasingly seeking a broader jewellery wardrobe rather than investing solely in a single statement piece. This shift, he said, is creating demand for designs that can move seamlessly between everyday wear, celebrations and milestone occasions.
Supported by the brand’s new ‘Sparkle Like No Other’ campaign featuring Aditi Rao Hydari, the initiative underscores Indriya’s ambition to make exceptional sparkle a visible and accessible benchmark for India’s next generation of jewellery buyers.
