The Aditya Birla Group has launched a new jewellery brand, 'Indriya', with a Rs 5000 crore investment. On July 27, four stores will open in Delhi, Indore, and Jaipur, with plans to expand to 11 cities in the next six months. The brand aims to become a top player in the industry, targeting 50% annual growth over the next five years. 'Indriya' will feature 15,000 jewellery pieces crafted by 3,500 artisans, with new designs introduced every 45 days. Stores will be 40% larger than average national brands.