Indriya, the jewellery brand of the Aditya Birla Group, has unveiled what it describes as India’s largest sustainable jewellery Rangavalli, crafted from grains, at Orion Mall and Shri Sathya Ganapathi Shirdi Sai Baba Temple in Bengaluru to celebrate the country’s cultural heritage and festive traditions.
The installations, spanning 400 square feet at Orion Mall and 1,600 square feet at the temple, were inspired by the Padmika design from Indriya’s festive jewellery collection. The artwork recreated the intricate detailing of a 22-carat gold necklace featuring GulabiMeenakari, a rare pink enamel craft, floral patterns and the motif of Goddess Lakshmi seated on a lotus.
Created using rice, millets and seeds, the installations were developed with the expertise of renowned Rangoli artist Shikha Sharma, popularly known as the “3D Rangoli Queen”.
Shanti swarup Panda, Head of Marketing and Visual Merchandising at Indriya, said the initiative sought to celebrate India’s cultural heritage through contemporary expressions of traditional craftsmanship.
In a sustainability initiative, the materials used in the installations were repurposed after Vijayadashami through feeding drives for birds and animals in partnership with Akhil Karnataka Prani Daya Sangh Gaushala.
Indriya also launched a Rangavalli contest, inviting consumers to recreate the Padmika-inspired artwork at home. One hundred winners stood a chance to receive 200-milligram 22-carat gold coins.