AdLift has been appointed as the SEO agency for Indriya, Aditya Birla Jewellery, as the fine jewellery brand looks to strengthen its digital presence and improve visibility across organic search channels.
The partnership will see AdLift develop and execute a search optimisation strategy aimed at enhancing Indriya’s organic discoverability, building brand authority and driving long-term digital growth. The mandate further expands AdLift’s portfolio within the premium and luxury brand segment, where search visibility is becoming increasingly important in influencing consumer purchase journeys.
As consumer behaviour continues to shift towards online research and digital discovery, jewellery brands are investing more heavily in organic search strategies to connect with prospective buyers at key decision-making moments. Through this mandate, Indriya aims to improve its ability to reach high-intent consumers seeking premium jewellery products and experiences.
AdLift’s scope of work includes technical SEO, content strategy, on-page optimisation and authority-building initiatives designed to strengthen search rankings and improve qualified traffic. The agency will focus on creating a comprehensive organic search framework that supports both visibility and business performance objectives.
The partnership reflects the growing role of SEO within luxury and premium brand marketing strategies. As competition for consumer attention intensifies online, brands are increasingly prioritising organic channels to build credibility, drive engagement and support long-term customer acquisition.
Indriya, part of Aditya Birla Jewellery, has positioned itself as a fine jewellery brand focused on craftsmanship and design. By strengthening its organic search presence, the brand aims to ensure greater visibility among consumers actively researching jewellery purchases and luxury lifestyle products.
For AdLift, the mandate reinforces its expertise in search marketing and AI-driven visibility solutions. The agency has continued to expand its work across sectors by helping brands improve search performance through integrated optimisation strategies and content-led discovery initiatives.
Prashant Puri, co-founder and ceo, AdLift, said, “Indriya is a fast-growing premium jewellery brand with a compelling product story and a discerning audience, and we are excited to support their digital growth journey. Our focus will be on building long-term organic visibility and delivering measurable business outcomes through a strategic SEO approach.”
Shantiswarup Panda, head of marketing, Indriya, added, “At Indriya, we are committed to bringing our world of fine jewellery to customers who seek beauty, meaning, and craftsmanship in every piece they wear. Partnering with AdLift is a natural extension of that commitment, ensuring that when our customers are searching for something truly special, Indriya is where they arrive.”
The appointment comes as luxury and premium brands increasingly invest in performance-driven digital marketing initiatives that balance brand storytelling with discoverability. Organic search continues to play a critical role in influencing consumer journeys, particularly in categories where purchase decisions are shaped by extensive research and consideration.
With the new mandate, AdLift will focus on strengthening Indriya’s search footprint and supporting the brand’s efforts to drive sustained growth through organic channels.
