Tanishq has launched its ‘Hues’ collection, marking a calculated move to capitalise on the growing natural gemstone jewellery segment ahead of Akshaya Tritiya. The launch reflects a broader structural shift in India’s jewellery market, where consumer demand is increasingly tilting towards individuality, design innovation and everyday wear, moving beyond traditional investment-driven gold purchases.
Crafted in 18kt gold and featuring 100% natural gemstones such as emeralds, amethysts, citrines, tourmalines and tanzanites, the collection emphasises authenticity and global sourcing standards. Inspired by the vibrance of an Indian summer, ‘Hues’ incorporates sculptural silhouettes, layered colour compositions and diverse cuts including marquise, tabiz and cabochon. Techniques like bunching and slicing further enhance texture and depth, positioning the collection as a design-led offering. Backed by transparent pricing, lifetime maintenance and 100% exchange value, the move also seeks to build consumer trust in the relatively underpenetrated gemstone category.
The campaign, fronted by Triptii Dimri, aligns with the evolving narrative of jewellery as a form of self-expression. Executives at Titan Company Limited indicated that the initiative is aimed at expanding consumer portfolios beyond conventional gold. Industry observers note that collections like ‘Hues’ could stimulate incremental demand during festive cycles, as buyers increasingly seek differentiated products that combine aesthetic appeal with affordability, supporting growth in organised retail jewellery segments.
