Tanishq partners with BigBasket for festive gold

Tata Group fine jewellery brand Tanishq has partnered with omni-channel fast moving consumer goods retailer BigBasket to offer 22 carat festive gold coins on the latter’s e-commerce store this Diwali as it widens its product offering.

“Our partnership with the Tata ecosystem and in particular the collaboration with Tanishq is very strategic for us,” said BigBasket’s chief buying and merchandising officer Seshu Kumar, India Retailing reported. “We have always been known as a strong player in food and perishables as a category, however, with such collaborations, we hope that our customers see value in our extended offering– whether it is gold and silver coins or electronics or home appliances.”
 
Tanishq’s 22 carat one gram gold coin features a Lakshmi motif and is priced at Rs 7,801, according to BigBasket’s e-commerce store. The coin can be delivered to select Indian pin codes in just 10 minutes.
 
“We are thrilled to partner with bigbasket to bring our exquisite gold and silver coins directly to customers’ homes,” said Tanishq’s chief marketing officer Pelki Tshering. “Dhanteras holds immense significance, and through this partnership, we aim to make it easier for people to partake in the time-honoured tradition of purchasing gold, symbolising prosperity and good fortune.” 
 
BigBasket was established in 2011by a group of entrepreneurs comprising Hari Menon, V S Sudhakar, V S Ramesh, Vipul Parekh, and Abhinay Choudari. In 2021, Tata Sons’ 100% subsidiary Tata Digital acquired a 64% stake in BigBasket’s parent company Supermarket Grocery Supplies. Today, BigBasket is run by Supermarket Grocery Supplies’ subsidiary Innovative Retail Concepts.