The traditional family jeweller and even high volume, high-end jewelers have a limitation—research and development that enables them to create contemporary designs for the Indian woman by blending the traditional and the modern. One of the Tanishq’s online campaigns called ‘Confessions of a bride’ even invited brides-to-be to state a wedding wish, which the brand would make come true. Tanishq, which was also featured in the list of top retail brands in Asia Pacific by Interbrand, has done well in understanding its consumer, with the lightweight and inexpensive Mia collection.
The word Tanishq is a combination of the first two letters from Tata—the parent company—and nishk that stands for gold coin or necklace in Sanskrit; only the ‘k’ has been altered to a fashionably eccentric ‘q’. Tanishq is the pioneer of branded jewellery in the country. The brand in collaboration with the Tamil Nadu Industrial Development Corporation (TIDCO) set up a factory in Hosur, which has a floor space of over 135,000 sqft. Initially launched as a line of jewellery watches for the Western market, it started to cater to domestic buyers. The jewellery comes in several styles such as jadau and kundan. The GoldPlus brand focuses on local tastes and regional markets, and is all in 22-karat gold. The company plans to open 30 new stores to capture the ever-expanding bridal accessory market.