Mia by Tanishq enters silver jewellery segment

By

Maverick Martins

Published
Sep 21, 2018

Mia by Tanishq, the jewellery brand from Tata Group’s Titan, has added silver jewellery to its portfolio and will now house jewellery in silver across its stores in the country.

The new silver Mia range will include accessories such as earrings, pendants, bangles, finger rings, and chains. It will be available to customers at a price range of Rs 1,999 to Rs 5,999 (approx $90).
 
“The silver available in India is mostly impure and Titan will never come out with a range in which material is adulterated. Our silver Mia range will be accompanied by a 92.5 percent sterling silver certificate to attest the purity of the metal,” Sandeep Kulhalli, Titan Company senior vice-president (retail and marketing), jewellery division told the Business Standard.

With a slowdown in the gold and diamonds market in India, Titan is slowly shifting its focus to the silver metal and looking to gain a major share of the country’s silver jewellery market.
 
Another, Titan Ltd owned jeweller CaratLane will also foray in the Indian silver jewellery market with its new brand Shaya later this month.
 
Mia by Tanishq also sells diamond and gold jewellery. It currently has 15 stores in major Indian cities and also sells online on various e-commerce platforms.