Tanishq, India’s largest jewellery retail brand from the house of Tata, unveiled a jewellery platform called Tanishq Hi-Lites in a bid to cater to the growing consumer preference for lightweight gold ornaments.
The shift in consumer preference has once again brought to focus the emphasis on product engineering, the company said. Tanishq has experimented with product reengineering initiatives such as design reconstruction through technological innovations, realignment of manufacturing processes and the introduction of a gold alloy with enhanced hardness and strength to offer 22-karat jewellery as part of material innovations that offers functional stability and a strong value for money proposition to its customers.
Tanishq’s unique value-added proposition of lightweight jewellery in the everyday, wedding and occasion wear segments will enable customers to ‘Buy More for Less’ with a steep reduction in both product weight as well as price ranging between 15-25% while maintaining the same scale, highest quality standards, multi-dimensional stability, design aesthetics with superlative craftsmanship.
Tanishq has introduced more than 3,500 SKUs as part of the ‘Hi-Lites’ platform which will enable customers to not only heighten their savings, increase purchasing power but also safeguard themselves against the uncertainty over rising gold prices.
‘Tanishq Hi-Lites’ will be available in almost all product categories like Earrings, Finger Rings, Neckwear and Neckwear Sets apart from Pendants and Bangles. The brand aims to convert 50% of gold inventory into Tanishq Hi-Lites across all its 380+ mega retail store network by Q1 FY22-23.
Sharing his views on this initiative at Tanishq, Ajoy Chawla, CEO, Jewellery Division at Titan Company Limited, said, “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.
“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. “We have been able to achieve steep reduction in weight ranging between 15-25% with the help of extensive product engineering processes such as design reconstruction, technological innovations, and use of gold alloy with enhanced hardness and strength. We aim to serve more than 1 million customers this year through the Hi-Lites platform.”