Mumbai: Indriya, a part of the Aditya Birla Group, celebrates craftsmanship and endless love for fine jewellery in its newly released movie/film. Each piece crafted at Indriya is an ode to Indian Kaarigari, reimagined in a contemporary style. Whether it is the reinvention of favourites like polki and kundan, or the use of local crafting practices, each design looks to portray India’s rich jewellery traditions. The aim is to reinterpret ancient jewellery-making techniques, and create masterpieces that captivate all five senses.
Indriya offers designs for all occasions, from everyday wear to specific occasions, and exquisite bridal jewellery, with over 16,000 designs in gold, polki and diamond.
The film highlights creations such as the Swarna Varya necklace, which merges gold with intricate “wire kundan” and “chapai” scrollwork. The Lumiere necklace looks to capture the essence of stardust with vibrant gemstones and a modern twist on the traditional ‘hansuli’ design. The Gul Posh necklace meanwhile is crafted from a 2500-year-old jewellery making technique fused with diamond innovations.
Shantiswarup Panda, head of marketing, Indriya said, “We, at Indriya, have redefined craftsmanship through a storytelling format that is never done before. A story that starts with the deep love that our customers have for jewellery and goes on to bring to the fore our artisan’s love for the jewellery and passion behind the creation. This story is a tribute to the rich tradition of Indian Kaarigari, celebrating both our artisans’ artistry and our customers’ love for fine jewellery.”
Watch the movie/ film here:
