National News
Titan Bets on Value-Led Growth This Akshaya Tritiya Amid High Gold Prices
Shifting focus to diamonds, bridal jewellery, and region-specific collections, Titan aims for double-digit growth despite cautious consumer sentiment.
As gold prices continue to soar, Titan Company is pivoting its Akshaya Tritiya strategy towards value-led growth over pure volume expansion. Aiming to ease consumer concerns, the brand is focusing on higher ticket sizes rather than pushing bulk gold sales, anticipating double-digit growth this festive season.
“With so many global uncertainties, gold has turned into a safe haven,” said Ajoy Chawla, CEO of Titan Company’s Jewellery Division, as reported by ET Retail. “But with prices spiralling, it has put pressure on consumer sentiments.”
Titan expects only a marginal increase in buyers this Akshaya Tritiya. To adapt, the company is shifting its marketing lens from traditional gold offerings to diamond and precious gemstone bridal jewellery, launching four region-specific wedding collections, and boosting the visibility of The Rivaah Aashirwad, its gold rate lock-in program.
“Gold is a commodity—it can’t stay elevated forever,” Chawla added. “We’re cautiously optimistic. India’s festive spirit is intact, even as global headwinds persist.”
While walk-in footfall remains muted, investment-driven gold purchases, particularly gold coins, have held strong. In response, Titan has slashed weight-dependent making charges to as low as 3.5%, depending on the product.
Part of the Tata Group, Titan’s fine jewellery portfolio includes brands such as Tanishq, Mia by Tanishq, and Zoya. Its broader offerings span watches, wearables, fashion accessories, and fragrances.
“In FY 2024-25, our best gold rate offer has seen 2.5x growth compared to the previous year,” Chawla shared, underscoring the shift in consumer behavior toward smarter, investment-led buying.
National News
This Women’s Day, Dhirsons Jewellers Celebrates the Milestones in a Woman’s Journey
This Women’s Day, Dhirsons Jewellers Celebrates the Milestones in a Woman’s Journey.
While jewellery is often associated with weddings and festivals, Dhirsons Jewellers, Dhiraj Dhir Group believes the most meaningful pieces are the ones that mark a woman’s personal milestones. This Women’s Day, the brand celebrates these moments with the theme “Honouring Milestones, Not Occasions.”
Moving beyond traditional celebrations, the brand highlights moments that truly define a woman’s journey. These personal achievements often go uncelebrated, yet they mark some of the most meaningful chapters in her life.
The campaign also introduces the idea of “a colour for every milestone.” Gold symbolises the woman who built her own foundation, reflecting strength and independence, while white represents the woman who chose to heal and begin again. Through this thought, Dhirsons Jewellers encourages women to recognise their journeys and celebrate the paths they have created for themselves.
Riva Dhir, Creative Director, Dhirsons Jewellers, Dhiraj Dhir Group, Lajpat Nagar said, “People often ask me what we create at Dhirsons, and my answer is simple, we don’t make jewellery for occasions, we create it for the milestones in a woman’s journey.
Over the years, I have seen women walk into our store at defining moments in their lives, celebrating a success, marking a hard-earned achievement, or simply choosing themselves for the first time. That is when I realised that jewellery is never just about gold or diamonds. It becomes a reminder of strength, growth, and a promise she once made to herself. That is why every piece we create is designed to outlive trends, because when a woman wears something truly meaningful, it becomes a part of her story.”
At its heart, the campaign celebrates the moments of courage, growth, and self-belief that shape a woman’s journey and recognises that these milestones deserve to be honoured and remembered when they happen.
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