Bengaluru: Tanishq has seen a renewed uptick in demand for natural diamond jewellery since January 2026, after a period of softness lasting around two years, alongside sustained interest in gold jewellery, Arun Narayan, CEO, jewellery division, Titan Company Limited, told ETRetail.
The company is seeing heightened interest across diamond jewellery price points, from affordable collections to high-value pieces, Narayan said, adding that the recovery was visible across its brands, including Tanishq, Mia and Zoya.
“Whilst there was a bit of a softness, I think over two years in natural diamond jewellery, pretty much from January, we are seeing a lot of heightened interest,” he said.
Narayan said some consumers had deferred diamond purchases over the past year or two amid mixed signals and shifted their spending towards gold jewellery. Since January, however, the company has seen renewed interest in natural diamonds.
“Since January, we are seeing equal interest in both. And certainly a heightened interest in specifically natural diamond jewellery,” he said.
Tanishq has launched diamond collections across different price bands, including products priced below Rs 50,000 and between Rs 50,000 and Rs 1 lakh, as part of its Festival of Diamonds initiatives. Its signature collection, including a collaboration with Rahul Mishra, has also received a good response, Narayan said.
He said India should be viewed as a market for both natural and lab-grown diamonds rather than one where the two compete on an either-or basis.
“We have always believed and we’ve always said India is an and market. India has not an either or market,” Narayan said. “We believe that both natural and lab-grown have their own space. And in an under-penetrated diamond jewellery market, both have a role to grow diamond adoption.”
Alongside diamonds, the company is seeing demand for traditional gold jewellery as well as lightweight, modern designs that can be worn every day. Consumers are also looking for modular jewellery that can be worn in different ways, including wedding pieces that can be separated or combined.
To make jewellery more accessible, Tanishq has been promoting gold exchange through its campaign with Sachin Tendulkar. More than 50 per cent of jewellery purchases in its stores now involve an element of exchange, Narayan said.
“Historically, many consumers were not as comfortable in exchanging; they believed in accumulating. But now we are seeing greater interest in exchange,” he said.
For the festive season, the company is taking a bullish approach and expects to sustain the demand momentum seen this year, with purchases spanning lightweight everyday jewellery and heavier wedding pieces. As part of its festive launches, Tanishq has introduced Adhyantara, a collection of over 100 designs.
Narayan said gold coin sales could see lower traction compared with last year, when demand was particularly high. The company had seen some slowdown in old coins in the second quarter, a trend that could continue into the festive period.
Tanishq has also been partnering with BigBasket to deliver gold coins on Akshaya Tritiya and Dhanteras. The partnership began with a small pilot around two-and-a-half years ago and has since expanded to more cities across BigBasket’s network. The company hopes to continue it this festive season, Narayan said.
