Indriya, the jewellery brand from the Aditya Birla Group, has unveiled Shulika, a new 22kt gold festive jewellery collection inspired by Bengal’s cultural heritage and the Shiuli flower, which heralds the arrival of MaaDurga. The collection will launch at VIP Road in Kolkata, West Bengal.
Designed for Durga Pujo, Shulika draws on traditional symbols of devotion, strength, protection and prosperity, incorporating sculptural depictions of Maa Durga, the Trishul, regal Mukuts, Alpana motifs and blooming lotuses.
Sandeep Kohli, CEO of Indriya, said the collection pays tribute to Bengal’s enduring attachment to its traditions and the families who welcome MaaDurga every year. He said the jewellery had been created with a focus on regional artistry, authenticity and craftsmanship.
Abhishek Rastogi, head of design at Indriya, said the Shiuli flower served as the starting point for the collection, with traditional festival symbols reinterpreted through sculptural goldwork and intricate detailing.
The collection features three statement necklace designs: Dashabhuja, a rani haar depicting MaaDurga with ten hands; Shaktirupa, a short necklace portraying the goddess holding the Trishul; and Mahishika, a tie haar featuring a sculptural Mukut.
The designs combine layered construction, fine filigree, stamped detailing and paisley patterns to create contemporary heirloom jewellery rooted in Bengali artistry. Launched in July 2024, Indriya offers gold, diamond and precious gemstone jewellery for weddings and other celebrations.