In a fireside chat with Mr. Naman Ajmera at the JK Alumni Meet, Mr. Sandeep Kohli, CEO of Indriya , addressed a question that a lot of people in the trade — and even regular customers — have wondered about for years.

Why does Indriya change its showcase inventory every 45 days?

It's a question that's built up its own little rumour mill over time. Some people assume it's a marketing gimmick. Others go a step further and say Indriya doesn't want repeat customers seeing the "same old" designs, so they keep swapping pieces to create an illusion of novelty. Mr. Kohli heard this out and then gave an answer that was refreshingly simple — and honestly, made a lot of sense once you actually think about it.

It Has Nothing to Do with Hiding Designs  

Let's clear the air first: the reason isn't about avoiding repeat exposure. It's about timing your inventory to match how people actually buy jewellery.

Mr. Kohli explained that the average buying season for a piece of jewellery is roughly three months. That means a design has a natural window where demand is highest — and once that window closes, keeping the same showcase up doesn't help the customer or the business. It just means the store is out of sync with what people are actually looking for at that point in time.

So instead of letting inventory sit stagnant for months, Indriya refreshes it roughly every 45 days — twice within that natural buying cycle — so the store is always showing what's relevant right now, not what was relevant six weeks ago.

What the Showcase Actually Looks Like Through the Year  

Here's where the logic really comes together. Depending on what time of year it is, an Indriya showcase is curated around what customers are realistically shopping for at that exact moment — and the shift can be huge.