Indriya, Aditya Birla Jewellery has unveiled what it claims is India’s largest hand-painted Madhubani hoarding in Patna, marking the launch of its Bihar-inspired bridal jewellery collection, Madhuragini. The 1,000 sq. ft. artwork, installed at the Boring Road entrance, pays tribute to Bihar’s rich cultural heritage and the centuries-old Madhubani art tradition.
The record-sized installation was created over 15 days by 12 traditional Madhubani artisans in collaboration with the jewellery brand. Depicting the sacred wedding of Lord Ram and Sita, the artwork incorporates intricate linework, mythological motifs and culturally significant symbols associated with the art form. It also features life-size jewellery installations embedded within the painting, blending traditional artistry with contemporary visual storytelling.
According to the company, the Madhuragini collection draws inspiration from the symbolic richness and intricate detailing of Madhubani paintings, translating these elements into bridal jewellery designed for modern Indian brides. Indriya said the initiative reflects its focus on promoting regional art forms while creating culturally rooted brand experiences.
Shantiswarup Panda, Head of Marketing and Visual Merchandising at Indriya, said the project was conceived to celebrate Bihar’s heritage and provide greater visibility to local artisans by showcasing their craftsmanship on an unprecedented scale. He added that heritage-led storytelling has become central to the brand’s engagement with consumers.
In Kolkata, the initiative highlights a growing trend among premium jewellery brands to launch region-specific collections inspired by Indian art and culture. Industry observers believe such heritage-focused campaigns could resonate well with Kolkata’s large bridal jewellery market, where demand for culturally inspired designs and handcrafted craftsmanship remains strong, particularly during the upcoming festive and wedding seasons.