Mumbai, Feb. 27 -- Mumbai: Indriya, the premium 'new-age' jewellery brand from the Aditya Birla Group, is setting its sights on breaking into the top three ranks of India's retail jewellery market in terms of market share in five to eight years, an ambitious goal for a young firm in a sector dominated by entrenched national chains.

"Our aspiration is to get into the top three players because that is what the Aditya Birla Group wants to do," Sandeep Kohli, chief executive officer of Indriya, told Mint. "Whether that happens by 2030 or by 2033, we should be on the trajectory to get there," he said regarding opening of the brand's 50th store at Kormangala in Bengaluru.

Among India's retailers, Indriya is one of the fastest to reach a 50-st...