Tanishq, the jewellery brand from the House of Tata, has launched its Hues collection featuring Bollywood actor Triptii Dimri for the upcoming Akshaya Tritiya festival.
This new range focuses on 100% natural gemstones set in 18kt gold, representing a strategic expansion into the natural gemstone category within the Indian retail market.
According to MediaBrief, the promotional campaign was developed by Lowe Lintas and highlights jewellery as a medium for individual expression. The collection incorporates a variety of natural stones, including emeralds, amethysts, citrines, tourmalines, and tanzanites.
These pieces are designed with sculptural silhouettes and utilise specific jewellery-making techniques such as cabochon cuts and layering to create depth and luminosity.
Design Features and Festive Pricing
The Hues collection is priced starting from ₹30,000 and is intended for both daily use and special events. For the Akshaya Tritiya period, the brand has introduced several consumer offers, including up to 20% off on making charges and a reduction of ₹201 per gram on gold jewellery purchases.
Tanishq has also implemented a gold rate protection scheme, which allows customers to book jewellery in advance to avoid potential price increases during the festival.
Titan Company Market Performance
Titan Company Limited, the parent organisation of Tanishq, has maintained a focus on expanding its jewellery division. In recent financial reports, the company indicated a consistent increase in consumer demand during major festive cycles.
According to data provided by Titan Company Limited, the brand has extended its domestic presence to more than 450 stores. This growth is supported by an international strategy that has established the brand in North America and Southeast Asia.
During the 2023-2024 period, Tanishq opened flagship locations in international centres such as Singapore and Dubai. The international expansion focuses on providing designs that combine traditional Indian craftsmanship with aesthetics suitable for a global audience.
This strategy is part of a broader objective to diversify revenue streams and increase the global footprint of the Tata group’s jewellery business.
Shifting Consumer Trends for Akshaya Tritiya
The launch of the Hues collection is timed to coincide with Akshaya Tritiya, a day considered auspicious for purchasing precious metals in India.
While gold bullion and traditional jewellery usually dominate sales during this period, there is a growing trend towards gemstone-studded and diamond jewellery. Data from the World Gold Council suggests that Indian consumer preferences are moving towards more versatile and design-oriented pieces.
Tanishq’s focus on 18kt gold and natural gemstones reflects these broader changes in consumer buying habits.
