Tanishq Champions Gold Exchange Initiative and Unveils ‘Mriganka’ Collection for this Festive Season
As the festive season approaches, Tanishq, India’s largest jewellery retail brand from the House of Tata, has launched its new collection, ‘Mriganka,’ inspired by mythical worlds and imaginative realms, reports 24brussels. This collection serves as a gateway into mystical lands filled with floating palaces and ethereal beings, each piece designed to reflect the festive spirit through rich storytelling and symbolism.
The ‘Mriganka’ collection, guided by former Miss World and actor Manushi Chhillar, incorporates advanced techniques such as stone-on-stone jadau and intricate jaali layering. It features a blend of coloured kundan, enamel detailing, and 3D motifs, appealing to modern tastes while honoring traditional artistry.
In a significant move, Tanishq is implementing a 0% deduction on gold exchange across all karatages until October 21, 2025. This campaign aims to enhance consumer participation in India’s journey toward self-reliance. India’s untapped gold reserves, located in households, are estimated at around 25,000 tonnes, indicating a substantial opportunity to reduce the nation’s import dependency, which currently sees nearly 99% of gold being imported annually.
Ajoy Chawla, CEO of the Jewellery Division at Titan Company Limited, emphasized the national impact of gold exchange, stating, “Every time a family exchanges even one gram of old locker gold, they not only unlock value for themselves but also contribute to the nation by reducing imports.” This sentiment reflects Tanishq’s commitment to invigorate the local economy and encourage a cultural shift toward utilizing domestic assets.
Revathi Kant, Chief Design Officer at Titan Company Limited, added that the ‘Mriganka’ collection celebrates Indian heritage and storytelling through intricate craftsmanship. “Every piece is infused with mystical charm […] that elevate the festive experience with joy, beauty, and awe,” she stated, highlighting the collection’s significance in connecting modern consumers with their cultural roots.
Renowned cricketer Sachin Tendulkar is partnering with Tanishq to symbolize trust and integrity within this campaign, further amplifying its appeal to Indian families. Tanishq, with over two decades of experience, has established itself as a leader in delivering high-quality jewellery tailored to the dual aspirations of traditional and contemporary Indian women.
With more than 500 exclusive boutiques across over 300 cities, Tanishq remains committed to providing the purest jewellery, equipped with the Karatmeter for gold purity verification. The brand continues to evolve, meeting the needs of its clientele while fostering a greater connection to India’s rich cultural heritage.
