R ARIVANANTHAM
CHENNAI, JULY 30
She is the woman who wears jasmine in her hair but carries ambition in her stride; who honours tradition without being confined by it; who is graceful, yet knows her own strength. This Aadi, Tanishq celebrates that quintessential Pudhumai Penn—the modern Tamil woman—through the delicate fragrance and timeless symbolism of Mallipoo, translated into the natural radiance of Uncut Diamonds.
- Tanishq’s first South India-exclusive Uncut Diamond Open Polki collection turns a timeless Tamil symbol into contemporary jewellery
- Inspired by Mallipoo, Narumugai celebrates the modern Tamil woman—rooted in heritage, radiant in individuality and confident in her aspirations
- 18K gold and superior-quality Uncut Diamonds reimagine Attigai, Mango Maala, Haaram and other iconic South Indian silhouettes
- From delicate everyday adornments to bridal grandeur, the collection brings together tradition, craftsmanship and contemporary design
- Starting at ₹40,000, Narumugai arrives in necklaces, chokers, haars, earrings, bangles, bracelets, rings and pendants
- Aadi shoppers can also access limited-period gold offers and Tanishq’s trusted Gold Exchange programme
Tanishq, India’s largest jewellery retail brand from the House of Tata, has unveiled Narumugai, its first-ever Uncut Diamond Open Polki collection created exclusively for the South Indian market, bringing together Tamil cultural memory, contemporary design and the artistry of 18K gold and superior-quality Uncut Diamonds.
The collection arrives at an especially evocative time. Aadi, traditionally associated with auspicious beginnings, prosperity and celebration across Tamil Nadu, becomes the backdrop for a jewellery story that goes beyond ornamentation to celebrate the evolving identity of South Indian women.
For generations, Mallipoo (jasmine) has been woven into the fabric of Tamil life—adorning hair, homes and festive occasions while carrying the fragrance of femininity, affection, nostalgia and belonging. Narumugai takes that familiar cultural memory and gives it a new form, one that speaks to a generation of women equally comfortable with heritage and modernity.
Mallipoo blooms into a new design language
Inspired by the many expressions of jasmine—from tender buds and blossoming flowers to the intricate ways the blooms are woven into garlands and worn—Narumugai captures the flower’s organic beauty through intricate craftsmanship.
Traditional South Indian jewellery forms including the Attigai, Mango Maala and Haaram have been thoughtfully reinterpreted through a contemporary design language. The result is a collection that retains the cultural essence of familiar silhouettes while allowing the subtle, natural radiance of Uncut Diamonds to take centre stage.
At its heart is Tanishq’s interpretation of Open Polki, a contemporary expression of India’s rich legacy of uncut diamond jewellery.
Unlike faceted diamonds, Uncut Diamonds retain their natural form, revealing organic textures and a distinctive glow. Since every stone possesses its own character, each creation acquires an individual identity. Tanishq combines these stones with 18K gold, precious gemstones and pearls, employing meticulous detailing to create jewellery that is simultaneously traditional, contemporary and deeply personal.
A tribute to the Pudhumai Penn
Narumugai’s deeper message lies in the woman it celebrates.
The Pudhumai Penn is rooted in her heritage but confident in shaping her own identity. She carries forward traditions with pride while embracing change, ambition and individuality. She represents strength, affection, beauty and intellect—qualities that make her identity as multifaceted as the jewellery she chooses to wear.
Narumugai seeks to capture precisely this balance: the confidence to evolve without losing the connection to one’s roots.
Speaking on the launch, Arun Narayan, Chief Executive Officer, Jewellery Division, Titan Company Limited, said:
“Tamil Nadu has always held a special place in Tanishq’s journey. The region’s rich cultural heritage and the evolving aspirations of its consumers continue to inspire our design philosophy. With Narumugai, we are proud to introduce Tanishq’s first Uncut Diamond collection created exclusively for the South Indian market. Inspired by the timeless beauty of Mallipoo, the collection reinterprets iconic regional jewellery forms through contemporary design while celebrating the natural character of Uncut Diamonds. Narumugai reflects our commitment to advancing the Uncut Diamond category through exceptional craftsmanship, superior quality stones and meaningful design that resonates with the modern South Indian woman. As we continue to innovate while remaining deeply rooted in culture, we aim to create jewellery that is relevant, distinctive and timeless for every generation.”
From everyday elegance to bridal grandeur
Beginning at ₹40,000, Narumugai offers an extensive assortment spanning necklaces, chokers, haars, earrings, bangles, bracelets, rings, pendants and bridal jewellery.
Designed to move effortlessly from festive occasions to meaningful everyday celebrations, the collection gives contemporary South Indian women multiple ways to interpret their heritage—whether through a statement piece for a wedding or a more understated expression for an intimate celebration.
The collection thus becomes more than an Aadi offering. It is an attempt to transform a cherished cultural symbol into jewellery that can accompany the modern woman through different chapters of her life.
Aadi sparkles with added value
Tanishq is complementing the launch with its limited-period Aadi festive offers, including up to ₹601 per gram off on plain gold jewellery*.
Customers can also make their festive purchases more rewarding through Tanishq’s Gold Exchange programme, which enables the exchange of old gold purchased from any jeweller, across purities as low as 9KT, through a transparent, process-driven process.
Trusted by more than 36 lakh customers, the programme offers an avenue to upgrade heirloom jewellery or transform old gold into a new festive purchase.
As Aadi fills Tamil Nadu with colour, celebration and the fragrance of jasmine, Narumugai gives the season another enduring symbol—the sparkle of a woman who knows where she comes from, where she is going and, most importantly, who she is.
