Tanishq launches new platform Hi-Lites for lightweight jewellery
Tata’s jewellery brand Tanishq has launched a new jewellery platform called Tanishq Hi-Lites, which is dedicated to lightweight jewellery, a fast growing jewellery category.
Through product re-engineering initiatives, Tanishq has developed new ways to create lightweight versions of its products without compromising on the design, the brand announced in a statement, the Gem and Jewellery Export Promotion Council reported. Tanishq’s Hi-Lites platform will exclusively retail its lightweight designs and products will cost between 15% to 25% less than similar designs from its main line.
“We are delighted to introduce Tanishq ‘Hi-Lites’- a unique platform offering lighter weight gold ornaments that are equally desirable and beautifully designed with superlative craftsmanship at lower weights resulting in lesser prices,” said Titan Company Limited’s jewellery division CEO Ajoy Chawla, the GJEPC reported.
“With lightweight jewellery pieces spread across every day, occasion and wedding, customers can now buy more pieces without stretching their budget, layer their jewellery and look their very best every day or on occasions. The lightweight jewellery not only offers a strong value for money proposition to the customers but also enhances the functional stability of the product.”
Alongside the rising trend for women purchasing jewellery for themselves, everyday lightweight jewellery is growing in popularity in India. Tanishq’s new platform aims to cater to this swiftly growing market.
By enhancing the hardness and strength of the gold used, the brand can offer 22-carat gold jewellery which is both light and durable. The brand has introduced over 3,500 products on its Hi-Lites platform with product categories including earrings, rings, necklaces, bangles, and sets among others.
“We aim to serve more than 1 million customers this year through the Hi-Lites platform,” said Chawla.
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