BrandBuzz
Tanishq launches Gold Exchange, brand ambassador Sachin Tendulkar bats for self reliant India
Tanishq, the jewellery brand from the Tata Group, has launched one of India’s largest gold exchange drives with the support of cricket legend Sachin Tendulkar. The campaign urges households to recycle their existing gold and reduce the country’s dependence on imports.
India is estimated to hold nearly 25,000 tonnes of gold within households, while 99% of the country’s annual gold demand is met through imports. Tanishq aims to address this imbalance by encouraging families to exchange old jewellery for new designs, thereby unlocking value at the individual level while strengthening the national vision of self-reliance.
For the first time, the company has introduced a 0% deduction exchange offer across all karatages, including as low as 9 KT, valid until October 21, 2025.
Ajoy Chawla, CEO – Jewellery Division, Titan Company Limited, said, “Every gram of old locker gold exchanged not only brings personal joy but also contributes to reducing imports. With our first-ever 0% deduction offer, we are making it simpler for every Indian to be part of this nation-building effort.”
Over the years, more than 30 lakh customers have participated in Tanishq’s gold exchange programme, leading to the recycling of nearly 1.7 lakh kilos of gold. The initiative now contributes nearly 40% of the brand’s overall business.
Sachin Tendulkar, brand ambassador for the campaign, said, “Gold is deeply woven into Indian culture and passed down generations. Tanishq’s exchange initiative offers families a transparent and trustworthy way to renew this legacy while reducing India’s dependence on imports — which is a win for every Indian.”
With a presence across 500+ boutiques in over 300 cities, Tanishq continues to position itself as a trusted name in jewellery, combining craftsmanship, purity, and contemporary design with social impact initiatives like the gold exchange movement
BrandBuzz
CaratLane Unveils Two New Collections for Akshaya Tritiya, Seen on Yami Gautam Dhar
Heritage Meets Fluid Elegance As Kaashika and Leher Collections Reinterpret Tradition With Contemporary Diamond Artistry For Akshaya Tritiya
CaratLane – A TATA Product, recently unveiled 2 new collections just in time for the auspicious occasion of Akshaya Tritiya: Kaashika & Leher — each rooted in different inspirations but unified by CaratLane’s signature contemporary design language. The collections were seen flaunted by Yami Gautam Dhar, the face of CaratLane, across various brand visuals.
The collection, Kaashika, is inspired by the ancient city of ‘Kaashi’, now known as Varanasi. Each design beautifully depicts the artisanal architecture of the city, its brilliance, and its famous temples in all their grandeur. The motifs and textures in 14KT gold and natural diamonds reinterpret the city’s rich heritage through a modern lens — making the jewellery truly wearable art.
Leher, inspired by waves, is beautifully brought to life with real diamonds and blue topaz set in 14KT gold. The designs showcase marvelous craftsmanship through their modern take on oceanic rhythms, expressed through soft curves and layered forms. Each piece is crafted to feel versatile and effortless, making it ideal for everyday elegance while still holding a very distinct design identity.
Speaking on the launch, Saumen Bhaumik, MD – CaratLane, remarked,
“With Kaashika, we set out to celebrate the richness of Indian heritage, drawing inspiration from the architectural grandeur and legacy of Kaashi. In contrast, Leher explores fluidity and movement, inspired by the ever-changing rhythm of waves, resulting in designs that feel light, modern, and expressive. Launched during the auspicious period of Akshaya Tritiya, both collections reflect our continued approach to contemporisation — reimagining traditional inspirations into jewellery that is relevant, versatile, and effortlessly wearable for today’s consumer.”
Currently, customers can avail a special festive offer of flat 50% off on making charges, along with an additional flat 15% off on diamond prices across all diamond jewellery designs. Curated especially for the auspicious occasion of Akshaya Tritiya, the offer encourages customers to mark the occasion with timeless pieces that blend contemporary design with CaratLane’s signature craftsmanship. Customers can experience these stunning collections across CaratLane’s expansive network of 370 stores nationwide, offering an immersive and personalised shopping experience, or conveniently browse and shop online at www.caratlane.com, ensuring a seamless omnichannel journey just in time for the festive celebrations.
-
DiamondBuzz1 hour ago“Diamonds” by Rihanna tops A Diamond Is Forever’s New Cultural Index
-
International News26 minutes agoSignificant Upside Trajectory In The Metals Sector
-
International News2 minutes agoMake #PehlaCheckIAGES Your Mantra for Buying Gold This Akshaya Tritiya
-
National News15 hours agoThis Akshaya Tritiya, Begin A Legacy With Divine Solitaires’ Diamond Coin
JewelBuzz is Asia’s First Digital Jewellery Media & India’s No.1 B2B Jewellery Magazine, published by AM Media House. Since 2016, we’ve been the trusted source for jewellery news, market trends, trade insights, exhibitions, podcasts, and brand stories, connecting jewellers, retailers, and industry professionals worldwide.