NE BUSINESS BUREAU
CHENNAI, OCT 5
Tanishq, India’s largest and the most preferred jewellery brand has unveiled an exclusive collection for the festive season ‘Ekatvam – Beauty of Oneness’ on Monday (October 5, 2020) in an virtual event. The collection is inspired by the theme of ‘Oneness’ and is a true confluence of India’s finest art forms, intricately knitted from various parts of the nation into one magnificent collection that brings alive the beauty of Oneness, said Ajoy Chawla CEO, Jewellery Division, Titan Company Limited on Monday.
Addressing at the virtual launch, Mr. Ajoy Chawla said, “with the gold prices continuing its rise, Tata Group’s jewellery brand Tanishq is planning to introduce light weight products to attract customers and is working on innovations to create same designs with lower weights to suit the budget of the customers.
As gold prices have jumped by nearly 60 per cent since April 2019, customers are looking to buy ornaments with lower weights within a particular budget, therefore, the company is working on reducing the weight of jewellery by 20-30 per cent.
Over 1000 Karigars and 15 different craft forms from across India unite for #EkatvamByTanishq. Our latest festive collection is a golden tribute to the beauty of oneness.
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Explore the range today! https://t.co/UWxmdPaWza pic.twitter.com/ThK3FFuDur— Tanishq (@TanishqJewelry) October 5, 2020
“So even if they (customers) may increase their budget by 10-20 per cent, we still need to bring down 20-30 per cent in our weight so that they can get equally desirable and beautiful products at those weights.
“So that’s something which our design team and our manufacturing team and our vendor team have worked very closely,” Chawla added. The company is working on material innovations which will enable it to create the same designs with lower weights, he added.
“….we are also experimenting and we’ll see how it goes…we have tried to look at some material innovations, which we hope to launch, as a pilot activity. Some of it will be in terms of a certain kind of alloy that we are using that enables us to create the same designs but at lower weights,” Chawla said. The company will also like to introduce few other material innovations going forward and did not elaborate on this. In the domestic market, gold was quoting at Rs 50,275 per 10 grams on Monday as against a high of Rs 56,200 per 10 grams in August.
Chawla further said that due to volatility in gold prices, the demand for the yellow metal has gone up.
“There was a lot of volatility and that impacted demand because customers stayed back in quarter three. As they realised that the prices are here to stay, they came back…Even though gold prices have continuously risen… there was continued interest in gold.
“Now we think this is because of the uncertainty around and people expect gold prices to continue to rise, all the way to season and beyond. Therefore, they are buying,” he said.
Besides, customers are also buying for future events like weddings and not only for festival season.
“…so they wanted to lock in, in a way, a certain gold rate by picking up some amount of gold. Some of it was done in the form of jewellery, some of it, and a large part of it also happened in the form of world bullion through buying gold coins,” he added.
Ekatvam is an ode to the rich artistry of some of the India’s best Karigars who have come together in spirit of togetherness from around the country. The splendor of this collection lies in the integration of various regions across India featuring 15 different art forms, bound together as one masterpiece in each piece of jewellery.
The exquisite collection features stunning designs where elegance merges with solidity and modernity with use of various unique Karigari techniques like Nakkashi, Rawa work, Kit- Kita work and Chandak layering. The delicate patterns and effortless artistry highlight the rich origin of these Karigari techniques. In Tanishq’s festive collection, craftsmanship is combined with the finest Indian art forms signifying the vision of togetherness that resides in the core thought of Ekatvam.
Speaking on the launch of Ekatvam collection, Ms. Revathi Kant, Chief Design Officer, Titan Company Limited said, “In recent times, despite the distances, we have all come together as one. At Tanishq, we believe in the beauty of unity and have been knitted together by empathy, compassion, and care despite all odds. Our latest festive collection ‘Ekatvam’ is inspired by the theme of ‘Oneness’.
We wanted to unite our customers, Karigars, and our jewellery in a way that is symbiotic of humanity’s confluence at this time. The whole challenge was to be true to the design philosophy of oneness while also staying true to the philosophy of beauty. In the jewellery world, we have forever knitted these art forms beautifully and with Ekatvam we bring alive the confluence of India’s finest art forms, intricately knitted into one magnificent collection that bring alive the beauty of Oneness. We sincerely hope our festive Collection will add a bit of sparkle to our customer’s festivities.”
Mr. Arun Narayan, VP Category, Marketing & Retail, Tanishq, Titan Company Limited said, “The past six months have made us realize a few things through the selfless acts of our people across the country and our own experiences dealing with many challenges of these times. “Oneness” is a key essence of humanity and it is paramount to come together as one, to help each other rebuild and prevail over these challenges. We are celebrating and expressing this through the brand and collection thought of “Ekatvam”. The new, exciting collection is a confluence of various art forms from around the country featuring the artistry of our nation’s best karigars across craft centers bringing alive the central thought of the ‘beauty of oneness’. Importantly, this collection we believe will help strongly rebuild the livelihoods of our jewellery Karigars across India and illuminate their homes this Diwali”
Celebrate the spirit of Oneness with Tanishq’s exquisite festive collection – ‘Ekatvam’. Starting at Rs 40,000, the collection will be available across all Tanishq stores in India and on Tanishq’s e-commerce platform http://www.tanishq.co.in
Few Showstopper pieces from Ekatvam collection
