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Tanishq targets teens, working women with offerings

By FashionUnited

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The Tata Group company, Tanishq is all set to woo

working women and teens with a range of affordable yet designer diamond jewellery. The collection named FQ diamonds for teenagers and Iva for working women in the age 34-40 group were unveiled recently.

The retailer is also test-marketing its young brands in a few cities through the kiosk format to attract school and college students. So far, the company has set up 12 such kiosks in different malls and high streets. While FQ diamonds are priced between Rs 499 and Rs 2,999, the Iva collection starts at Rs 20,000.

The company expects to attract the attention of the target audience with these new offerings. The pieces are not fitting into typical traditional or contemporary jewelleries are meant for daily wear and social occasions. The company expects the new lines to get good growth and demand. It will expand this model to more cities with a larger design collection.

The gold and diamond jewellery market in India is pegged at 30 billion dollars (Rs 1,61,400 crores) and is growing as retailers look for products that can woo younger generations who otherwise would buy junk or artificial jewellery. International brands such as Accessorize, Aldo and Chemistry, along with unorganised local players, have a huge presence in the artificial jewellery segment. To heat up competition, well-known diamond jewellery brands such as Gitanjali, Damas, Tarash and TBZ have now introduced exclusive yet affordable product ranges priced below the Rs 1,000-mark.
Tanishq
TATA