Indriya, Aditya Birla Jewellery has unveiled its latest bridal collection ‘Madhuragini’, a 22kt gold jewellery line inspired by the rich artistic traditions of Mithila and the sacred wedding story of Lord Ram and Sita depicted through Madhubani art. The collection aims to blend heritage storytelling with contemporary bridal fashion, targeting consumers seeking culturally rooted yet modern jewellery designs.
The collection features necklace sets, earrings, rings, maang tikkas, naths and mangalsutra dolnas across multiple price ranges. Its centrepiece is divided into two signature layers — the Samyukta Haar and the Sita Haar. The Samyukta Haar showcases motifs such as Dulha-Dulhan, Mor, Baratiyaan, Shankh, Tree of Life and Palash flower, symbolising union, continuity and celebration. The Sita Haar draws inspiration from the sacred Kohbar Ghar and includes motifs like Latpatiya Sugga, Maach Raas and Shankh representing love, harmony, fertility and auspiciousness.
Sandeep Kohli, CEO of Indriya, said the collection reflects the growing consumer preference for bridal jewellery that combines purity, craftsmanship and heritage-driven design. Shantiswarup Panda, Head of Marketing & Visual Merchandising, said the brand seeks to preserve local traditions while making them relevant for modern brides.
Abhishek Rastogi, Head of Design, said the collection translates intricate Madhubani storytelling into wearable fine jewellery while maintaining emotional and cultural significance. Indriya also highlighted its regional bridal collections inspired by Maharashtra, Gujarat, Rajasthan and South Temple jewellery traditions.
The launch could strengthen Indriya’s positioning in Kolkata, where demand for heritage-inspired bridal jewellery continues to witness steady growth. Retailers in Kolkata have seen rising consumer interest in gold jewellery collections that merge regional artistry with contemporary aesthetics, especially during the wedding season.
