TITAN

Bets on Gemstones to Woo Young Buyers

, India’s largest organized jeweller, is expanding its portfolio with a new gemstone-led collection under Tanishq, aimed at younger consumers seeking accessible luxury. The launch of “Hues”, featuring over 200 designs crafted from natural stones like amethyst, tanzanite, and tourmaline, marks Titan’s push into a relatively underexplored segment of coloured gemstone jewellery. The collection coincides with Akshaya Tritiya, an auspicious buying season, positioning Titan to capture festive demand. Collection Highlights - Over 17 gemstone varieties used, including amethyst, tanzanite, tourmaline. - 200+ designs crafted to appeal to younger, style-conscious buyers. - Price range: ₹40,000–₹2.5 lakh, with ~70% of designs under ₹2.5 lakh. - Focus on lightweight, colourful jewellery that blends tradition with modern aesthetics. Market Context - India’s jewellery demand remains anchored in weddings and festivals, but millennials are reshaping preferences. - Younger buyers increasingly prefer lightweight, gemstone-led designs over heavy gold jewellery. - Coloured stones have long existed in traditional jewellery but remain underutilized in organized retail. - Titan sees opportunity to expand entry-level jewellery offerings, broadening its consumer base. Strategic Positioning - Titan aims to differentiate from competitors by tapping into gemstone-led designs. - The “Hues” collection strengthens Tanishq’s positioning as a brand that blends heritage with contemporary fashion. - Accessible pricing ensures Titan can capture aspirational buyers who may otherwise be priced out of gold-heavy collections. Outlook Titan’s gemstone-led strategy reflects a structural shift in consumer preferences, with millennials driving demand for affordable, stylish jewellery. By expanding into coloured stones, Titan is betting on accessible luxury to sustain growth in entry-level jewellery, while reinforcing Tanishq’s appeal across demographics.