JB Insights
Tanishq unveils “Diamond Expertise Centres” with De Beers to elevate consumer confidence in natural diamonds
Tanishq is setting a new benchmark in diamond retail with the launch of its Diamond Expertise Centres Tanishq stores will feature advanced in-store diamond evaluation facilities, enabling customers to verify the authenticity, quality, and performance of the diamonds they purchase.
Tanishq, India’s leading jewellery retailer and part of the Titan Company Limited, is setting a new benchmark in diamond retail with the launch of its Diamond Expertise Centres, a first-of-its-kind initiative in the country. This move is part of the brand’s strategic partnership with De Beers, aimed at promoting transparency, education, and trust in the natural diamond segment.
Under this initiative, select Tanishq stores will feature advanced in-store diamond evaluation facilities, enabling customers to verify the authenticity, quality, and performance of the diamonds they purchase. These expertise centres will incorporate cutting-edge gemological equipment, including the De Beers SynthDetect machine — an industry-leading device capable of detecting whether a diamond is natural or lab-grown, applicable to both loose and mounted stones.
In addition to authenticity verification, customers can also assess other critical aspects of diamond quality. The Lightscope tool will allow them to measure light performance, while additional instruments will analyse inclusions, craftsmanship, and even laser inscriptions on stones. By translating complex gemological data into clear, visual insights, Tanishq aims to simplify the buying process and empower customers with greater understanding and confidence in their purchase.
The first three Diamond Expertise Centres have been launched in Bengaluru, with plans to expand to 200 outlets within 2025, and eventually roll out across Tanishq’s entire network of over 500 stores nationwide.
“Our aim is to set a new standard in natural diamond retail — one that goes beyond traditional display and transforms the buying journey into a transparent, educational, and truly immersive experience,” said Ajoy Chawla, CEO Jewellery Division, Titan Company Ltd.
Amit Pratihari, Managing Director, De Beers India said, “Choosing a natural diamond is a deeply personal, emotional experience. Today we embark on a transformative chapter in jewellery retail – one that mirrors the essence of natural diamonds: Real, Rare, Responsible. At the De Beers Group, we are committed to empowering Tanishq stores with world-class diamond expertise, ensuring Indian consumers receive a premier in-store experience with cutting-edge technology to authenticate every natural diamond, fostering trust and transparency.”
The initiative is the latest milestone in Tanishq’s collaboration with De Beers, announced in August 2024. The partnership combines Tanishq’s vast retail reach with De Beers’ unparalleled expertise in diamond sourcing, grading, and proprietary verification technology. With India now recognised as the world’s second-largest diamond market, the two companies are positioning themselves to lead the shift towards higher consumer awareness and preference for natural diamonds.
By integrating state-of-the-art verification technology into the retail experience, Tanishq is not only reinforcing its commitment to trust and transparency but also redefining how Indian consumers engage with diamond jewellery — transforming it from a purchase based solely on aesthetics to one informed by knowledge, assurance, and authenticity.
By Invitation
Secured Gold Loans vs. Collateral Free Credit: Which One Truly Offers Peace of Mind?
By Priyank Kothari, Director of Arvog
Life throws curveballs. Whether it’s a medical emergency, a sudden travel plan, or a business cash crunch. when you need money fast, choosing the right kind of loan matters. Should you take a personal loan without any collateral, or borrow money against the gold sitting idle at home?
More people in India are leaning toward gold loans and not without good reason.
What’s the Real Difference?
- Gold Loans (Secured): You give your gold to the lender jewellery, coins, or bars and they lend you a portion of its value, usually 60–75%. Once you repay, your gold comes back to you, just as it was.
- Collateral Free Loans: These don’t need any security, but lenders will look closely at your credit score, income, and repayment history. If you miss payments, it can hurt your credit profile, and collection calls can be stressful.
Why Gold Loans Are Catching On
Let’s look at what the numbers say:
- From Rs1.16 lakh crore to Rs2.51 lakh crore in just one year gold loans grew 115% between May 2024 and May 2025.
- Disbursements jumped by 124% year over year.
- Industry experts predict the gold loan market could touch Rs.15 lakh crore by FY27, with NBFCs driving a big chunk of that growth.
Clearly, this isn’t just a trend it’s becoming a go to financial choice.
What Makes Gold Loans So Attractive?
1. Lower Interest Rates
Since your gold backs the loan, lenders take on less risk. That usually means lower interest rates than a collateral free loan.
2. Quick and Easy Process
Need cash fast? Gold loans are often processed within a few hours with minimal paperwork.
3. Credit Score Not a Dealbreaker
Even if your credit history isn’t perfect, your gold can still help you get the funds you need.
4. Your Gold Is Safe
It’s assessed in your presence, securely packed, stored in top tier vaults, and often insured arguably safer than keeping it at home.
What About Collateral Free Credit?
Personal loans without collateral do offer quick access, but they come with a few caveats:
- Higher interest rates make them costlier over time.
- You need a strong credit profile and steady income to get a good deal.
- A few missed payments can hurt your credit score and stay on your record for years.
- High interest + long tenures = a debt trap if you’re not careful.
So, Which One Gives You Real Peace of Mind?
If you own gold and need money in a hurry, gold loans give you four big wins. lower interest, fast disbursal, less paperwork, and the comfort of knowing your credit score isn’t standing in your way.
In uncertain times, gold loans offer something rare a way to raise money quickly, without losing control or peace of mind.
Jb Exclusive: Digital View
Secured Gold Loans vs. Collateral Free Credit: Which One Truly Offers Peace of Mind?
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