Introduction: Grandthum’s Retail Story Gains Momentum
Just days after Indriya by Aditya Birla Jewellery became the first brand to open its doors at Grandthum, Group 108’s flagship mixed-use development in Greater Noida West has announced its next big move. Grandthum has strengthened its retail and lifestyle offering with the opening of Bluestone’s new store, adding the contemporary jewellery brand to its growing mix of fashion, lifestyle and retail brands.
For anyone following Grandthum’s retail rollout or searching for updates on Bluestone’s new store in Greater Noida West, this second launch confirms what the first one hinted at: Grandthum isn’t opening one showcase store and pausing — it’s actively building out a full-fledged retail destination, brand by brand.
What’s New: Bluestone Goes Live at Grandthum
The new store gives Bluestone a prominent space to connect with customers across Greater Noida West while adding another jewellery offering for visitors at Grandthum. Much like Indriya before it, Bluestone enters the development as a strong, recognisable consumer brand reinforcing Grandthum’s early strategy of leading with trusted, established names rather than untested local retailers.
The store offers customers a dedicated space to explore Bluestone’s collections and discover jewellery across different categories. Its presence adds to Grandthum’s growing selection of fashion, lifestyle, dining and entertainment offerings, giving visitors more options to explore while at the destination.
Interestingly, this means Grandthum now houses two jewellery brands within its first two store openings — Indriya and Bluestone — a pattern worth watching as the destination’s retail identity takes shape.
What Group 108’s Leadership Said About the Bluestone Launch
As with the Indriya opening, Group 108’s leadership marked the Bluestone launch with statements that reveal the bigger strategic picture behind Grandthum’s brand rollout.
Dr. Amish Bhutani, Managing Director of Group 108, framed the launch around Grandthum’s broader curation philosophy: “At Grandthum, our aim is to bring together brands and experiences that meet the needs and interests of our visitors. With Bluestone, we are adding a well-known jewellery brand to our growing retail mix. The store gives customers in Greater Noida West another reason to visit Grandthum and explore what we have to offer. We are happy to welcome Bluestone and look forward to seeing the brand grow with us.”
Sanchit Bhutani, Managing Director of Group 108, tied the launch back to the project’s long-term vision: “Grandthum is being built as a place where people can shop, dine, spend time and discover new brands. Bluestone adds jewellery to our retail offering and gives our visitors more choice. We are pleased to have the brand at Grandthum and believe its presence will add to the shopping experience for customers in Greater Noida West and nearby areas.”
Both statements echo a consistent theme across Grandthum’s launches so far: this is a project being built around visitor experience and repeat footfall, not just square footage occupancy.
Why Two Jewellery Brands, Back to Back?
It might seem like an unusual sequencing choice leading with Indriya and following up almost immediately with Bluestone, another jewellery name but there’s a clear commercial logic behind it.
- Category strength drives early footfall. Jewellery is a high-consideration, high-footfall category in Indian retail, especially around festive and wedding seasons. Two established jewellery brands opening back-to-back gives Grandthum an immediate reason for shoppers to visit.
- Different positioning, same category. Indriya represents the Aditya Birla Group’s premium jewellery play, while Bluestone is positioned as a contemporary, design-led jewellery brand. Together, they cover a wider customer base from traditional and bridal jewellery shoppers to younger, style-conscious buyers.
- Momentum matters for leasing. For any large mixed-use project, the first few tenant openings set the tone for negotiations with future brands. Two credible national names going live in quick succession sends a strong signal to fashion, F&B, and entertainment brands still evaluating Grandthum.
Grandthum’s Retail Mix: The Bigger Picture
While Indriya and Bluestone represent Grandthum’s first confirmed live stores, the development’s ambitions go well beyond jewellery retail. Grandthum is a large-scale, mixed-use commercial project in Techzone 4, Greater Noida West, spread across roughly 23 acres, and designed to include Grade A office space, high-street retail, food courts, entertainment options, and more positioning it as a genuine multi-purpose destination rather than a single-category retail strip.
That scale matters for context here: Bluestone and Indriya are the opening chapter of what’s planned to be a much larger retail, dining, and entertainment ecosystem. As more brand announcements follow, Grandthum’s positioning as a full-day destination shop, eat, unwind, repeat should become clearer.
What This Means for Greater Noida West Shoppers
For residents and shoppers in Greater Noida West, the back-to-back openings of Indriya and Bluestone are an early but meaningful signal:
- Organized retail is arriving locally. Shoppers no longer need to travel to established markets in Noida, Indirapuram, or Delhi for branded jewellery and lifestyle shopping.
- More brand announcements are likely on the way, based on the pace of openings so far.
- Grandthum is positioning itself as a destination, not just a transactional shopping stop — a strategy that typically leads to expanded dining, entertainment, and lifestyle tenants over time.
- Property and footfall value in the area is likely to see a gradual uptick as more anchor brands confirm their presence.
What to Watch Next
With two major brand launches now live within a short span, the natural next question is: what’s coming after Bluestone? Based on how similar mixed-use developments in the NCR have scaled up, likely categories to watch for include fashion and apparel, footwear, beauty and personal care, F&B and QSR brands, and eventually entertainment and multiplex operators all consistent with Grandthum’s stated vision of retail, dining, entertainment, and office spaces under one roof.
Key Takeaways
- Bluestone is the second confirmed retail brand to open at Grandthum, following Indriya by Aditya Birla Jewellery.
- The launch adds a contemporary jewellery offering, complementing Indriya’s premium positioning.
- Group 108’s leadership reiterated Grandthum’s vision of being a full lifestyle destination — not just a retail complex.
- Two jewellery brands opening in quick succession suggests a deliberate strategy to drive early footfall through high-consideration retail categories.
- More brand announcements across fashion, dining, and entertainment are expected as Grandthum’s rollout continues.
Frequently Asked Questions
Q1. What is the second brand to open at Grandthum?
Bluestone, a contemporary jewellery brand, is the second confirmed retail store to open at Grandthum, following Indriya.
Q2. Is Bluestone the same category as Indriya?
Yes, both Indriya and Bluestone are jewellery brands, though positioned differently — Indriya as a premium Aditya Birla Group brand, and Bluestone as a contemporary, design-forward jewellery label.
Q3. Who commented on the Bluestone launch?
Dr. Amish Bhutani and Sanchit Bhutani, both Managing Directors of Group 108, spoke on the launch, emphasizing Grandthum’s growing retail and lifestyle mix.
Q4. Where exactly is Bluestone’s store located?
The store is located within the Grandthum development in Techzone 4, Greater Noida West.
Q5. What other brands are expected at Grandthum?
While no additional names have been officially confirmed at this time, Group 108 has indicated more brands across retail, dining, and entertainment will follow.