Inspired by Mata ni Pachedi and Kaliganthi, the collection blends heritage artistry with modern craftsmanship
Gujarat/Mumbai, September 15, 2025: Indriya, the jewellery brand from the Aditya Birla Group, has unveiled ‘Devi’, a new festive collection celebrating the eternal feminine spirit ahead of Navaratri. Drawing from ancient legends, sacred motifs, and cultural artistry, the collection pays homage to strength, compassion, and the timeless grace of women.
At the heart of ‘Devi’ lies inspiration from Mata ni Pachedi, a centuries-old textile art form from Gujarat that portrays the goddess through intricate motifs of temples, flora, and devotees. Indriya reimagines this revered craft in jewellery, fusing heritage storytelling with contemporary expression.
The collection also revives the Kaliganthi, a traditional necklace of seven amulet-shaped units symbolising the seven divine mothers. Once worn by brides as a talisman of protection and legacy, the design has been reinterpreted to reflect perseverance, power, and eternal beauty in the modern context.
“Devi is not just a collection; it is a celebration of the divinity within every woman,” said Sandeep Kohli, CEO, Indriya. “It reminds us that each woman carries the strength of the Goddess within her—resilient, radiant, and timeless.”
Abhishek Rastogi, Head of Design, Indriya, added, “Our design journey drew deeply from sacred motifs like Mata ni Pachedi and the Kaliganthi. Each piece integrates symbolism—lotuses, celestial patterns, and amulets—into jewellery that resonates with today’s feminine spirit.”
‘Devi’ reflects Indriya’s ongoing commitment to preserving kaarigari traditions while giving them a contemporary voice. Since its launch in 2024, the brand has rapidly expanded across India, now operating 29 stores nationwide across Delhi, Hyderabad, Mumbai, Pune, Ahmedabad, Jaipur, Patna, Uttar Pradesh, Indore, Jodhpur, Surat, Vijayawada, and Odisha.
About Indriya
Launched in July 2024, Indriya derives its name from the Sanskrit word for ‘five senses’ and embodies timeless elegance, artisanal craftsmanship, and sensorial luxury. Part of the Aditya Birla Group, the brand offers exquisite collections of diamonds, gemstones, and gold designed for weddings, personal expression, and life’s cherished celebrations. Indriya has quickly established itself as a destination for jewellery that bridges tradition and modernity.
