Chat us
Call us
The role is based at Mumbai, reporting to the CEO of Tiara.
Business Context and Opportunities
A global conglomerate, the Aditya Birla Group is in the League of Fortune 500. Anchored by an extraordinary force of over 150,000 employees belonging to 100 nationalities, the Group is built on a strong foundation of stakeholder value creation. Backed by seven decades of responsible business practices, the Group operates leading businesses across metals, chemicals, textiles, cement, financial services, fashion retail, telecom, and renewable energy, with over 50% of revenues generated from international operations.
The group expanded its Retail Footprint, leveraging the trust and synergy built over the years in luxury retail by launching its Jewellery brand Indriya, in June 2024.
India’s jewellery market is at an exciting inflection point. For decades, jewellery has largely been associated with weddings, family occasions, inheritance and long-term value. A new generation is now expanding what jewellery can mean. For Gen Z and young consumers, jewellery is increasingly about self-expression, identity, mood, styling, gifting and everyday confidence. It is no longer reserved only for milestone moments. It is becoming part of how young people show up each day, at college, at work, at a café, at a concert, on social media and in the moments that define their personal style.
Project Tiara is our attempt to build a distinctly new-age jewellery brand for this generation.
The brand is currently in its conceptualisation stage as a separate and independent business under the legal entity Novel Jewels (the creators of Indriya), backed by the trust, ambition and scale of the Aditya Birla Group.
The Core Idea
Project Tiara is built around a simple belief: Jewellery should help you express who you are, every day.
The brand will speak to young consumers who want jewellery that is stylish, affordable, versatile and relevant to their lives. It will focus on everyday wear, trend-responsive drops and pieces that can be worn, stacked, layered, mixed, matched and made personal.
Where the Brand Will Play
Project Tiara is being imagined for the fast-growing daily wear and self-purchase jewellery space. This is a large, under-branded opportunity in India, where young consumers are actively looking for jewellery that feels more current, more expressive and more accessible than traditional fine jewellery.
The brand will likely operate across digital-first channels, selective physical experiences, pop-ups and omni-channel journeys. It will be designed for a consumer who discovers on Instagram, engages through content, browses online, walks into stores and expects a seamless experience across all touchpoints.
How We Aim to Differentiate
Project Tiara will be different from traditional jewellery brands in both product and personality.
This brand will not simply sell jewellery. It will create a new buying behaviour, where jewellery becomes part of everyday identity, styling and self-expression.
Why This Is Exciting
Project Tiara gives us the opportunity to build a brand from the ground up: the consumer lens, product strategy, design system, brand voice, digital ecosystem, supply chain model, retail experience and growth engine.
It will also serve as an innovation sandbox for Novel Jewels, allowing us to experiment with new designs, faster drops, creator collaborations, digital storytelling, consumer communities and more agile ways of building a jewellery brand.
The 3 to 5 Year Ambition
Over the next 3 to 5 years, the ambition is to build Project Tiara into a meaningful, scalable, national Gen Z jewellery brand. The plan is to create a strong digital-first foundation, build repeat-led consumer behaviour, expand through selective offline formats and create a brand that young India sees as expressive, aspirational and accessible.
Project Tiara will also help Novel Jewels engage consumers early in their jewellery journey, creating a long-term relationship that can grow with them as their life stage, income and jewellery needs evolve.
Why Join Us
This is a rare opportunity to be part of a founding team for a new consumer brand within one of India’s most respected business groups. The team will have the chance to shape the brand’s identity, product language, consumer experience, content engine, commercial model and growth journey from the very beginning.
We are looking for people who are entrepreneurial, consumer-obsessed, culturally aware, digitally fluent and excited by the idea of building something that can redefine how young India experiences jewellery.
Project Tiara is not just a new brand. It is a chance to reimagine jewellery for a new generation.
Relationships
The key internal stakeholders of this role will be
The key external stakeholders of this role will be
Critical Competencies for Success:
ABG Competencies | Basic | Intermediate | Advance | Expert |
Adapt & Respond Proactively | ||||
Collaborate & Partner to Inspire Trust | ||||
Develop & Empower People | ||||
Innovate to Grow & Excel | ||||
Champion Customer to Create Value |
Eligibility typically includes the qualifications and experience outlined in the job description above, with around 15-22 Years years of relevant experience expected for this role.
The key responsibilities for this role are detailed in the Key Responsibilities section above, covering the core duties expected of a Head Digital & IT, Emerging Growth Opportunities at Aditya Birla Group.
This role requires around 15-22 Years years of relevant experience, as specified in the job listing. Please refer to the Qualifications & Experience section above for full details.
Skills relevant to this position are outlined in the Qualifications & Experience section above. In general, strong communication, domain knowledge, and the ability to meet role-specific targets are valued across similar BFSI positions.
You can apply directly using the Apply Now button on this page, which will take you to Aditya Birla Group's application process for this role.