Digital marketing agency AdLift has been appointed as the SEO agency for Indriya, the jewellery brand under the Aditya Birla Group, marking a strategic move by the premium label to deepen its organic search capabilities and expand its digital discoverability.
Under the scope of the mandate, AdLift will oversee a comprehensive SEO strategy encompassing technical optimisation, content development, on-page enhancements, and authority-building initiatives. The engagement is aimed at improving Indriya’s visibility in organic search results, enabling the brand to connect more effectively with consumers actively researching fine jewellery online.
The appointment reflects a wider industry trend of premium brands prioritising organic search as a sustainable, long-term channel for customer acquisition – particularly as digital research becomes an integral step in high-consideration purchase journeys such as jewellery.
Prashant Puri, Co-Founder and CEO of AdLift, described Indriya as a fast-growing premium brand with a compelling product narrative and a discerning target audience, emphasising the agency’s intent to deliver measurable business outcomes through a focused, strategic SEO approach centred on long-term organic growth.
Shantiswarup Panda, Head of Marketing at Indriya, framed the partnership as an extension of the brand’s core commitment to craftsmanship and meaning – ensuring that consumers seeking exceptional jewellery are guided to Indriya at the moment of intent.
The collaboration is expected to strengthen Indriya’s overall search performance while supporting its broader digital growth objectives as the brand continues to scale its presence in India’s competitive premium jewellery market.
