As the jewellery market in India continues to evolve, jewellery brands today are navigating a complex mix of changing consumer expectations, heightened awareness around authenticity, and growing conversations around alternatives such as lab-grown diamonds.
In this shifting landscape, Tanishq has been reinforcing its long-standing belief that jewellery is not merely about adornment, but about meaning, emotion, and trust. This thinking was evident in the brand’s recent ‘Festival of Diamonds’, a platform that brought together new collections and a sharper articulation of Tanishq’s natural diamond philosophy. One of the most visible moves under this umbrella was the introduction of Ananya Panday as the brand’s new face, marking a tonal shift that felt younger, more fluid, yet firmly aligned with Tanishq’s core values.
In conversation with IMPACT Magazine, Pelki Tshering, Chief Marketing Officer, Tanishq, spoke about the intent behind these decisions and how the brand is balancing relevance with continuity. When asked whether the choice of Ananya Panday signals a stronger focus on Gen Z and younger consumers, Tshering pushed back against age-based definitions. For her, modernity is less about demographics and more about mindset.
“Being modern is not about age for us. It is about a mental state, a way of seeing the world,” she said. “The modern Indian woman today is someone who can hold her own in a global world, yet remains deeply rooted, takes pride in where she comes from, and brings warmth, authenticity and effortlessness into who she is.” Beyond personality, Tshering also pointed to Panday’s strong sense of personal style. According to her, Tanishq is, after all, a jewellery brand where styling, individuality and design matter deeply, and Panday’s effortless elegance made her a natural fit.
The Festival of Diamonds also built on Tanishq’s continued emphasis on natural diamonds. When asked about this focus, especially at a time when lab-grown diamonds are gaining attention, Tshering was clear about the distinction Tanishq draws. “There are certain moments in life where only a natural diamond will do. When someone buys a natural diamond, they are buying into emotion, preciousness and milestones. It is also about long-term value, and that meaning cannot be replaced,” she said.
She acknowledged that lab-grown diamonds cater to a different consumer need, particularly for those driven by adornment or sparkle. However, Tshering said Tanishq would continue to champion what natural diamonds stand for, rather than dilute the narrative.
This commitment to trust and clarity also led to the launch of Tanishq’s Diamond Expertise Centre, an initiative aimed at empowering consumers with transparency. Drawing parallels with the brand’s gold carat meter introduced decades ago, Tshering said the centre responds to growing confusion in the diamond marketplace by helping consumers understand what they are buying and why.
As Tanishq looks ahead, Tshering said the brand will continue to balance desire with proof. Building emotional stories through design and communication, the brand will focus on reinforcing confidence through education and experience. For her, the belief remains simple: a brand is not just communicated, it is experienced, across every touchpoint.
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