Timeless Jewellery, Modern Spirit Deep Dive into Tanishq's Marketing Philosophy

Tanishq CMO, Pelki Tshering on how the brand's legacy rooted in trust, craftsmanship, and innovation has consistently shaped the jewellery narrative in India.

- Surabhi Khosla

For nearly three decades, Tanishq has stood at the forefront of India's jewellery landscape, setting benchmarks in design, quality and storytelling. As a brand that has always celebrated the evolving identity of the modern Indian woman, the brand is continuing to innovate across collections, campaigns and customer experiences.

With a legacy rooted in trust, craftsmanship, and innovation, Tanishq has consistently shaped the narrative of Indian jewellery. From redefining bridal opulence to making everyday luxury more accessible, the brand has kept the modern Indian woman at the heart of its journey.

In a candid conversation with Surabhi Khosla, Editor, IMAGES Group, Tanishq CMO, Pelki Tshering unpacks how Tanishq is evolving with its customers— balancing tradition with trend, launching path-breaking collections like Élan, and championing meaningful storytelling through its campaigns.

Excerpts from the exclusive chat...

Tell us about Tanishq's journey since its inception?

We began our journey in 1994, when Tanishq was conceived, and at that time we had 18 carat gold watches with diamonds and precious stones in it. When we launched our first store in Chennai, in July 1996, it was actually a luxury destination which specialised in gold and diamond jewellery. So for Tanishq, natural diamonds have always been an integral part of our journey. We've not only curated stunning ranges of natural diamond jewellery, but also redefined what the precious stone means to Indian consumers. As a brand, we have worked to make jewellery more aspirational, yet very accessible, very personal yet meaningful.