Tata Group’s jewellery and watch business, Titan, is poised for robust demand this Diwali season, as a notable resurgence in consumer interest in gold emerges. Compared to last year, shoppers are showing a heightened appreciation for Indian heritage designs, reflecting an optimistic consumer sentiment.
Ajoy Chawla, CEO of Titan’s jewellery division, emphasized this cultural trend, stating, “One major trend we observed is that the pride in India and our cultural heritage continues to be very strong. Another trend is that consumers are opting for statement pieces and opulence.”
In preparation for the festive season, Titan has introduced nearly 1,500 new stock-keeping units (SKUs) across its various jewellery brands, including Tanishq, Zoya, Mia by Tanishq, and CaratLane. A highlight of this launch is the new Nav-rani collection for Tanishq, which features vibrant enamel designs inspired by royal heritage, specifically crafted for the festive occasion, as announced on the brand’s Facebook page.
To align with evolving consumer preferences, Titan is also prioritizing lightweight jewellery, with approximately 50% of its offerings now optimized for this category. Chawla noted the growing trend of women purchasing jewellery for themselves and for everyday wear, driving demand for lighter designs.
However, despite the renewed interest in gold, price volatility remains a concern for many shoppers. In response, Titan has introduced a new service that allows customers to lock in the gold rate on the day they book their jewellery. Buyers can then choose to pay either the locked-in rate or the rate on the day of purchase, whichever is lower, providing a safeguard against fluctuating prices.
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