Indriya, Aditya Birla Jewellery, has strengthened its premium bridal jewellery positioning by unveiling an exclusive heritage-inspired collection in collaboration with House of Masaba at India Couture Week 2026. The partnership coincided with House of Masaba’s first-ever bridal couture showcase, highlighting the growing convergence of luxury fashion and fine jewellery in India’s expanding bridal market.
The curated collection showcased classic yellow gold, heirloom-inspired antique jewellery, temple jewellery with intricate nakshi work, Rajasthan’s iconic aads, delicate filigree craftsmanship, ceremonial maangtikas, and coloured gemstones set in gold, alongside contemporary designs tailored for modern lifestyles. Handcrafted by master artisans using generations-old techniques, the collection reflected India’s diverse regional jewellery traditions while catering to evolving consumer preferences. The runway presentation featured supermodels Madhu Sapre, returning to India Couture Week after nearly a decade, along with Carol Gracias, Sheetal Mallar and Sakshi Sindwani.
Shantiswarup Panda, Head of Marketing at Indriya, said the collaboration brought together two creative visions rooted in Indian heritage and provided a platform to showcase the brand’s design philosophy, where craftsmanship, creativity and contemporary expression converge. Abhishek Rastogi, Head of Design, said every creation celebrated India’s rich jewellery traditions while demonstrating their continued relevance in modern couture. Designer Masaba Gupta described Indriya as a brand that successfully balances tradition with modernity, adding that its association with the Aditya Birla Group reinforces consumer trust in the fine and bridal jewellery segment.
Kolkata, one of India’s largest markets for gold and bridal jewellery, is expected to remain a key beneficiary of the growing demand for premium heritage-inspired collections. Consumers in the city have traditionally favoured handcrafted gold ornaments, temple jewellery and heirloom designs, while younger buyers are increasingly seeking versatile pieces that blend classic craftsmanship with contemporary styling. Industry players believe collaborations between premium fashion labels and trusted jewellery brands such as Indriya could further stimulate demand in Kolkata’s luxury bridal segment ahead of the festive and wedding season, supporting sales across organised jewellery retailers.
