Titan expects strong festive jewellery demand, sees demand for ethnic aesthetics

Tata Group’s jewellery and watch business Titan expects to see strong festive demand this Diwali season. The business has seen a renewed interest in gold, with consumer sentiments higher compared to 2023, as shoppers gravitate towards Indian heritage designs.

“One major trend we observed is that the pride in India and our cultural heritage continues to be very strong,” Titan’s jewellery division CEO Ajoy Chawla told ET Retail. “Another trend is that consumers are opting for statement pieces and opulence.”
 
To cater to festive jewellery demand, Titan has launched almost 1,500 new SKUs for the festive season across its various jewellery brands including Tanishq, Zoya, Mia by Tanishq, and CaratLane. The business also launched a dedicated Nav-rani collection for its Tanishq brand. Featuring vibrant enamel and inspired by royal heritage, the collection is designed specifically for the festive season, the brand announced on Facebook.
 
“We are also focusing on lightweights and now about 50% of the offerings that we have in our stores are optimised for lightweight in terms of gold,” said Chawla. There has been a trend towards lightweight gold jewellery designs in recent years in tandem with the increasing numbers of women purchasing jewellery for themselves and purchasing jewellery for everyday wear.
 
Despite the renewed consumer interest in gold, price volatility has continued to be a cause of concern for shoppers. To counter this, Titan has launched a service where buyers can secure the gold rate of the day they book their jewellery and either pay that rate or the rate of the day, whichever is lower, when they make their purchase.