Harping on the emerging trend with bangles and to celebrate the auspiciousness brought by our ‘hands’, Tanishq has launched ‘Kalai’, comprising of extensive designs and craftsmanship crafted in 18K to 22K gold. The wide spectrum of design inspiration is derived from various traditions including, gheroo finish south style bangles, antique bangle with charm of traditional workmanships like stamp work and enamelling, moon shaped elements and flowers, heritage architectural domes, statement piece with pearl bunching and a fine mix of workmanships like textured sheets, enamel, piroi reflecting grandeur of Rajasthan.
As per a consumer research undertaken by Tanishq, the increase in gold price is not likely to dampen the enthusiasm of gold buying this festive season as majority of consumers have expressed an intent despite an increase in gold price. Keeping the rising gold prices in check, Tanishq recently introduced ‘Hi-Lites’ platform that offers jewellery that is substantially lighter in weight while offering the same look and feel at a lesser price. Tanishq has been able to achieve 15-25 per cent reduction in weight with the help of help of extensive product engineering processes such as design reconstruction, technological innovations, and use of gold alloy with enhanced hardness and strength.
As a run up to Akshaya Tritiya, Tanishq has also launched Gold coin ATM’s called ‘24K Xpress’ to make it convenient for consumers to purchase gold coins during Akshaya Tritiya. The ‘24K Xpress’ gold coin ATM facility will be available in Tanishq flagship stores across select markets.
Speaking on the importance of the occasion, Arun Narayan, Vice President, Category, Marketing and Retail, Tanishq at Titan Company Limited says, “Customers are enthusiastically looking forward to celebrating Akshaya Tritiya after a gap of two years. We are seeing this in our stores and in our consumer sentiment track wherein 54 per cent of consumers have expressed an intent to buy jewellery this Akshaya Tritiya.”
