India’s bridal jewellery segment is witnessing renewed traction ahead of the wedding season, with Tanishq launching its ‘Maithili’ collection under the Rivaah sub-brand, timed with Akshaya Tritiya. The collection, inspired by Madhubani art, reflects a growing market trend of culturally rooted yet contemporary jewellery offerings.
Crafted in 18KT gold, the collection features traditional motifs such as lotus, peacock and fish, alongside intricate filigree and rawa craftsmanship. It offers a complete bridal trousseau, including chokers, haars, jhumkas and nathiya. Key innovations include a modular Maang Tikka with detachable elements and a reinterpreted Chudamani—linked to the Ramayana—designed for dual use as a pendant, aligning with rising demand for functional jewellery.
Industry observers note that increasing gold prices are pushing consumers towards lighter, versatile designs, a trend reflected in the Maithili collection’s focus on wearability and long-term value.
To strengthen regional market penetration in Bihar and Jharkhand, Tanishq has onboarded actor Akshara Singh as the campaign face. The collection will be available from April 10, supported by festive offers, including discounts, exchange benefits and complimentary gold coins, aimed at boosting seasonal demand and consumer sentiment.