Tanishq, the leading branded jeweller in India, has launched a new Silver collection of stunning fashionable jewellery for young women, around the country. The collection comprises of more than 100 designs in the very contemporary white fashion look, which is currently the vogue, internationally. Using clean, bold lines, the collection combines sterling silver with a very innovative touch of color, using semi precious stones cut into unique shapes. The country's rich heritage of colored stones has been fully exploited and the collection showcases a kaleidoscope of colors from garnets, citrines, peridots, amethysts, topaz, etc.

Speaking on the occasion, Mr Jacob Kurian, Chief Operating Officer, Tanishq, a division of Titan Industries, said, "The inspiration behind this collection is the gap in the fashion accessory market for contemporary, styled yet affordable accessories. You either get cheap, poor quality, unbranded products or must upgrade to gold jewellery. We believe the new collection brings a high quality and very fashionable styling to the silver market. Initially consumer testing has been extremely favourable and we seem poised to transform consumer preferences in this segment, just like we have done in the fine gold jewelery market."

The collection was launched in 11 cities across the country which include the four metro markets of Delhi, Bombay, Chennai and Kolkata along with Bangalore, Pune, Chandigarh, Hyderabad, Ahmedabad, Mangalore and Goa and is available in the Tanishq boutiques in these cities. The products are priced very reasonably with a minimum price of Rs 399/- per product and a maximum price of Rs 999/- per product. The average price is around Rs 599/- and a set would cost a minimum of Rs 1500/- and would go up to a maximum of Rs 2700/-. The products available are pendants, chains, earrings and finger rings, which are available as sets as well as individual pieces.

The collection's affordable price range and variety makes it an ideal product for gifting on special occassions.

Added Y L Saroja, Senior Manager, Sales & Marketing, Tanishq, "The Tanishq consumer has demonstrated that a market exists for design led, high quality gold jewelery. Younger women, especially teens and college students, need jewellery that is not as expensive as gold jewelery but which make no compromise on style or quality. She is looking for jewellery that is both feminine and internationally contemporary in styling. Our new sterling silver collection reaches out to these younger women of today, who is looking for accessories that signal her individuality and attitude for life."

Tanishq also plans to introduce a new range every three months to ensure that a fresh collection of style is available to customers so that they change accessories with seasons. The affordable pricing makes repeat buying & gifting possible.

Tanishq is the only national jeweller in India and is part of the TATA and Titan group. Tanishq is today available through 42 exclusive boutiques in over 35 cities. The company's range consists of gold jewellery of both 22 Kt and 18 Kt. Tanishq has also recently moved into the platinum range of jewellery.

Text: Rahul Surkund
Photo Courtesy: Titan Industries Limited