Tanishq has introduced its ‘Hues’ collection, signalling a broader shift in India’s jewellery consumption pattern towards design-led and value-added segments ahead of Akshaya Tritiya. The move aligns with evolving consumer behaviour, where jewellery is increasingly seen as a form of personal expression rather than solely a store of value.
The collection, crafted in 18kt gold, features 100% natural gemstones including emeralds, amethysts, citrines, tourmalines and tanzanites, sourced globally and selected through strict quality standards. Inspired by the vibrance of an Indian summer, ‘Hues’ incorporates sculptural designs, layered colour compositions and cuts such as marquise, tabiz and cabochon. Techniques like bunching and slicing enhance visual depth, positioning the collection within a premium, design-driven category. Backed by transparent pricing, lifetime maintenance and 100% exchange value, the initiative also reflects increasing formalisation and trust-building measures within the organised jewellery sector.
The campaign, fronted by Triptii Dimri, underscores the role of branding and consumer engagement in shaping demand. Officials from Titan Company Limited indicated that the focus is on expanding consumer portfolios beyond traditional gold investments, in line with shifting urban consumption patterns. Retailers note that collections like ‘Hues’ could support demand diversification during festive periods, as buyers increasingly prefer affordable, design-oriented products that balance aesthetic appeal with practical usage, contributing to steady growth in the organised jewellery market.