Tanishq's Rivaah contributes close to 22% of jewellery brand's sales, launches summer wedding line

By

Isabelle Crossley

Published
Apr 12, 2021

Jewellery brand Tanishq’s wedding line Rivaah has continued to expand and now contributes close to 22% of its revenue. Rivaah has just launched a summer wedding line to target millennial brides-to-be.

 
“Rivaah was launched some years ago and today, it contributes nearly 22% of the total jewellery sales of Tanishq,” said Titan Company Limited’s jewellery division CEO, Ajoy Chawla, at a virtual press conference on April 9, the Gem and Jewellery Export Promotion Council reported.

“The collection heralded our entry into the wedding jewellery segment and today, it is a strong growth driver for us.”

Rivaah’s new summer collection has been designed with different sub-collections to cater to brides from different communities across India. The collection features heritage crafts including Phulkari, Gottapatti, Sujani, Kashida, and Kantha among others, and mixes traditional style jewellery with more modern style designs. 
 
Around 115 Tanishq stores now have special wedding zones designed to showcase the Rivaah collection. Despite a return to lockdown measures in numerous locations across India, Chawla remains positive about the outlook for jewellery sales in the first quarter of the 2022 financial year, the GJEPC reported. The business is increasing its digital services to enable customers to shop from home with video sales among other remote shopping opportunities.