Indriya from Aditya Birla Jewellery has appointed actor Krithi Shetty as its brand ambassador for the southern markets, covering Andhra Pradesh, Telangana and Karnataka. The announcement comes ahead of the festive season and coincides with the launch of the brand’s Varalakshmi campaign.

Shetty will feature as the face of Indriya’s Varalakshmi campaign, which is built around the themes of prosperity, devotion and togetherness. The campaign focuses on the significance of Varalakshmi celebrations across South India and presents the brand’s festive jewellery range.

The appointment follows Shetty’s earlier association with Indriya’s 2026 Akshaya Tritiya campaign. The retailer had brought her on board as part of a longer-term collaboration, alongside other regional and national personalities.

For the latest campaign, Indriya is using Shetty’s regional connect to strengthen its engagement with consumers in Andhra Pradesh, Telangana and Karnataka. The strategy is aligned with the retailer’s broader approach of adapting its jewellery communication to regional cultural occasions.

The Varalakshmi campaign positions jewellery within the festival’s themes of prosperity and family, while showcasing Indriya’s festive assortment. Varalakshmi Vratham is observed in several southern states during the July-August period.

Indriya was launched by the Aditya Birla Group in 2024 and has expanded its retail presence across multiple Indian markets. The brand crossed the 50-store milestone within two years of its launch, with stores across cities including New Delhi, Mumbai, Hyderabad, Pune, Bengaluru, Ahmedabad, Jaipur, Patna, Indore and Lucknow.

The appointment of a dedicated ambassador for the southern markets adds a regional layer to Indriya’s national brand strategy as the company builds its presence across India’s jewellery retail market.