By Suman Tarafdar

Even with the rarified heights of high fashion, the Paris Haute Couture Week holds a special significance. So, when Tanishq, the jewellery division of Tata-owned Titan, premiered its latest collection, Tales of Mystique in conjunction with designer Rahul Mishra, it was globally noted.

Ahead of the peak season for jewellery buying in India, the collection is in stores, even as Tanishq is emerging stronger after the hiccups of the Covid era. Lessons have been learnt, not the least of which is the need for a broader approach. “Covid has left us with the lesson – our priority is omni-channel and not as much pure play e-commerce,” points out Arun Narayan, VP, category, marketing & retail, Tanishq.

Indeed, Titan reported a quarterly net profit at Rs734 crore in March 2023 – up 49.49 per cent from Rs491 crore in March 2022. Earlier this year, Titan had said it aimed to grow 2.5 times in the jewellery business in the next five years.

“Our collection resonates with the modern woman, who values her identity and expresses herself uniquely. It's for those who appreciate intricately designed jewellery that holds a deeper meaning,” says Narayan, pointing out that gemstones (which the present collection sees generous use of) is a growing part of the portfolio. “We started as the only diamond jeweller, and added gold to our portfolio much later. Now it’s a journey of blending it with gemstones. It’s still early days, a developing stage.”

As to who is the potential customer for this collection, which is expected to retail at about 1 million as a set (it varies though), Narayan says that “metros have a greater exposure and awareness, and a greater propensity to experiment also because of the more opportunities you have to wear. However, even in what we would refer to as small towns even there the level of exposure is increasing. Here, the accent is on gemstones, but there are a lot of diamonds here as well.”