Mumbai – Infidigit, an AI-enabled digital growth partner, has delivered award-winning results for Indriya, the Aditya Birla Group’s new-age jewellery brand, across two campaigns of content strategy and SEO. In the last one year, it has been recognized at four industry platforms.
Indriya entered the jewellery category with a vision to be among the top three retailers in India, growing in-store footfall organically in a highly competitive market with legacy players and high-spend D2C brands.
A Content Engine Built Around Cultural Moments
Infidigit built a content engine around high-intent cultural moments like Akshaya Tritiya, wedding seasons, and gifting milestones, structured SEO framework covering category clusters, semantic relevance, structured data, internal linking, and backlinks.
The campaign created a 421% increase in organic search impressions, 92% increase in qualified clicks, average rankings of 1.68 for key queries, 248% increase in non-brand clicks and 477% increase in non-brand impressions.
This was recognized at the Drivers of Digital Awards 2026, the Indian Digital Awards 2026, and the Brandwagon ACE Awards 2025 in the Content and SEO categories.
Scaling Non-Brand Visibility Through SEO
Infidigit implemented a focused SEO campaign for Indriya, based on category cluster creation, content depth expansion, structured data implementation, enhanced crawl efficiency and consistent backlink acquisition across key jewellery pages.
The campaign resulted in 21,069% session growth, 248% growth in clicks, 477% growth in impressions and 69% improvement in keywords ranking in the top 10.
This work bagged a win at BW NextGen DigiContent Awards 2025.
Kavish Barapatre, AVP – Digital & Social Marketing, Indriya, said: “Infidigit’s strategy has been instrumental in securing multiple awards and building a strong search presence for Indriya since launch. Their expertise has been a primary catalyst for this exceptional growth.”
Kaushal Thakkar, Founder and CEO, Infidigit, added: “Content and search work most powerfully when built together. With Indriya, we created a discovery ecosystem connecting cultural storytelling with high-intent search behaviour, allowing the brand to build authority quickly while capturing meaningful organic demand.”