Tanishq Unveils New Lightweight Jewellery Platform ‘Tanishq Hi-Lites’

Ajoy Chawla, CEO, Jewellery Division at Titan Company Limited on Ajoy Chawla, CEO, Jewellery Division at Titan Company Limited on Tanishq Hi-Lites

Tanishq, India’s largest jewellery retail brand from the house of Tata has introduced a unique lightweight Jewellery platform called ‘Tanishq Hi-Lites’. The jewellery major has piloted the lightweight jewellery launch in a bid to cater to the growing consumer preference for lightweight gold ornaments and to further strengthen its position in the gems and jewellery Industry. 

With a mounting shift in consumer preference towards lightweight jewellery, the emphasis on product engineering has once again taken the spotlight. Tanishq has experimented with product reengineering initiatives such as design reconstruction through technological innovations, realignment of manufacturing processes, and the introduction of a gold alloy with enhanced hardness and strength to offer 22 karat jewellery as part of material innovations that offer functional stability and a strong value for money proposition to its customers. 

Tanishq’s unique value-added proposition of lightweight Jewellery segment in everyday, wedding, and occasion wear jewellery will enable customers to ‘Buy More for Less’ with a steep reduction in both product weight as well as price ranging between 15-25 per cent while maintaining the same scale, highest quality standards, multi-dimensional stability, design aesthetics with superlative craftsmanship. 

Tanishq has introduced more than 3500 SKUs as part of the ‘Hi-Lites’ platform which will enable customers to not only heighten their savings, increase purchasing power but also safeguard themselves against the uncertainty over rising gold prices. 

‘Tanishq Hi-Lites’ will be available in almost all product categories like Earrings, Finger Rings, Neckwear and Neckwear Sets apart from Pendants & Bangles. The brand aims to convert 50% of gold inventory into Tanishq Hi-Lites across all its 380+ mega retail store networks by Q1 FY2223. 

Sharing his views on this initiative at Tanishq, Ajoy Chawla, CEO, Jewellery Division at Titan Company Limited said, “We are delighted to introduce Tanishq ‘Hi-Lites’ – a unique platform offering lighter weight gold ornaments that are equally desirable and beautifully designed with superlative craftsmanship at lower weights resulting in lesser prices.”

“With lightweight jewellery pieces spread across every day, occasion and weddingcustomers can now buy more pieces without stretching their budget, layer their jewellery and look their very best every day or on occasions. The lightweight jewellery not only offers a strong value for money proposition to the customers but also enhances the functional stability of the product,” he added.

“We have been able to achieve a steep reduction in weight ranging between 15-25 per cent with the help of extensive product engineering processes such as design reconstruction, technological innovations, and the use of gold alloy with enhanced hardness and strength. We aim to serve more than 1 million customers this year through the Hi-Lites platform,” he concluded.


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