R ARIVANANTHAM
CHENNAI, JULY 19
As the Aadi Perukku season dawns, bringing with it a wave of peace, prosperity, and sacred beginnings, Tanishq, India’s largest jewellery retail brand from the House of Tata, unveils its latest collection, ‘Agalyam’, inspired by the Vilakku by Arun Narayan, Vice President, Category, Marketing & Retail, Tanishq, Titan Company Limited.
Rooted in Tamil tradition, the Deepam symbolises light, knowledge, and divine presence. The collection is a tribute to these sacred symbols – a celebration of spiritual grace and timeless beauty. Thoughtfully designed for the Pudhumai Penn of today, this collection reflects her pride in heritage and her spirit of progress, rooted yet evolving, graceful yet bold. The campaign reimagines the culturally rooted idea of ‘Pudhumai Penn’ – which celebrates the duality and dichotomy of women of Tamil Nadu. Each piece is dedicated to her duality. The woman who is the custodian of her roots and culture, but at the same time a harbinger of change.
- The latest campaign pays tribute to the ‘Pudhumai Penn’, celebrating their heritage and spirit
- Rooted in Tamil tradition, the Deepam symbolises light, knowledge, and divine presence
- Each design is crafted with intricate detailing from Kasu accents and fine Rava textures to beautifully carved Nakashi patterns and classic South Indian stone settings starting at ₹60,000 onwards
Drawing from the rich visual language of Tamil heritage, Agalyam is a luminous curation of jewellery that pays homage to the sacred glow of traditional lamps from the deeply rooted Kamatchi Vilakku and Pavai Vilakku to the Thooku Vilakku and Thattu Vilakku. These timeless symbols of light and divinity are reimagined into striking jewellery pieces that blend age-old tradition with modern-day sophistication. Each design is crafted with intricate detailing from Kasu accents and fine Rava textures to beautifully carved Nakashi patterns and classic South Indian stone settings starting at ₹60,000 onwards. With this collection, Tanishq invites you to embrace a collection that is not just ornamental, but a radiant celebration of cultural legacy, spiritual symbolism, and enduring elegance.
This Aadi Perukku, celebrate new beginnings with Tanishq and bring home auspiciousness in jewellery that radiates prosperity. For the Tanishq woman rooted in tradition yet embracing the spirit of today, each piece becomes a symbol of grace, strength and new possibilities. Visit your nearest Tanishq store in Tamil Nadu to make the most of the limited-time festive offers on gold jewellery and Diamond Jewellery up to 20% off. Alongside, the brand is also offering its Gold exchange offer this month in which customers can exchange their old gold bought from any jeweller, specially curated for the ‘Pudhumai Penn of Tamilnadu’ who celebrates culture with authenticity and pride.
Speaking on the launch, Arun Narayan, Vice President, Category, Marketing & Retail, Tanishq, Titan Company Limited, said, “Tamil Nadu holds a special place in Tanishq’s journey; it is not only a key market but also home to our first manufacturing unit in Hosur and our very first store on Cathedral Road. This year’s Aadi Collection is a heartfelt tribute to this deep-rooted connection. With Agalyam, we draw inspiration from the traditional Tamil lamps that signify light, divinity, and new beginnings. This is also our way of paying tribute to every Pudhumai Penn of Tamil Nadu- women who carry forward rich traditions while embracing change with grace, generation after generation. They are the true spirit of this land, and through this collection, we celebrate their strength, elegance, and cultural pride.”
Replying to a query, he said that the company is managing to meet the demand of its customers through its resources across the country apart from its own jewellery manufacturing units in Hosur in Tamil Nadu and Pantnagar in Uttarakhand.
When asked about the target fixed to sell ‘Agalyam’ design during the auspicious month of Aadi in Tamil Nadu and Tamils living across the globe, he said the Tanishq will surely win many hearts.
Narasimhan Yumunan, Circle Business Head- Jewellery, Tanishq/Mia who was also present at the launch said the ‘Agalyam’ design will be made available in all its stores from next week onwards and a promotional/Adi discount will also be announced shortly.
