Indriya, Aditya Birla Jewellery has launched its new bridal collection ‘Madhuragini’, drawing inspiration from the sacred traditions of Mithila and the timeless Madhubani art form associated with the wedding of Lord Ram and Sita. Crafted in 22kt gold, the collection celebrates themes of divine union, womanhood, protection and continuity through intricate handcrafted motifs rooted in Bihar’s cultural heritage. The collection features a range of bridal jewellery including necklace sets, earrings, rings, maang tikkas, naths and mangalsutra dolnas across multiple price segments. The highlight of the collection is the two-layered masterpiece featuring the Samyukta Haar and Sita Haar. The Samyukta Haar depicts motifs such as Dulha-Dulhan, Mor, Baratiyaan, Shankh, Tree of Life and Palash flower, symbolising togetherness, celebration and generational blessings. The Sita Haar draws inspiration from the Kohbar Ghar and incorporates traditional motifs like Latpatiya Sugga, Maach Raas and Shankh to represent love, fertility and harmony.
Sandeep Kohli, CEO of Indriya, said the collection reflects the company’s vision of offering deeply personal bridal jewellery rooted in heritage while appealing to contemporary consumers. Head of Marketing & Visual Merchandising Shantiswarup Panda said the collection honours Bihar’s artistic legacy while connecting modern brides to their roots through timeless design.
The launch is also expected to strengthen Indriya’s presence in Kolkata, where demand for culturally inspired bridal jewellery continues to rise. Industry observers believe collections blending regional craftsmanship with modern aesthetics are witnessing strong consumer interest in Kolkata, especially during the ongoing wedding and festive season.