With price points ranging from Rs 2,000 to Rs 65,000, the brand is able to cater to different budgets while enabling multiple purchases across different occasions in a single wedding journey
Mumbai: Shaya by CaratLane has expanded its presence in the wedding segment with the ‘Shaya for Weddings’ campaign, building on its earlier collections to strengthen its role in a category that has largely been led by gold. The idea behind the campaign moves away from fixed conventions associated with weddings, aligning the brand with changing consumer preferences and purchase behaviour.
The campaign positions weddings as a decision based on personal timelines rather than predefined milestones. Ajith Singh Rajapoopathy, AVP & Business Head, Shaya, says, “The core philosophy of this campaign is that marriage shouldn’t follow a rigid timeline. We believe people should say ‘I do’ only when the timing feels right and the person feels like ‘the one’.” This positioning allows the brand to connect with consumers who are making more considered decisions around wedding spending.
The campaign also responds to pricing shifts in the gold segment. As gold prices rise, consumers are evaluating alternatives that can serve across occasions without high entry costs. Shaya’s approach places silver within this consideration set, positioning it for use across pre-wedding events, gifting and post-wedding wear.
Insights from the brand’s previous collections such as ‘Shaadi Squad’ and ‘Shaadi Diaries’ have informed the current strategy. These collections saw participation from both brides and wedding attendees, indicating demand beyond daily wear. The ‘Shaya for Weddings’ campaign builds on this by structuring its offering across different use cases. With price points ranging from Rs 2,000 to Rs 65,000, the brand is able to cater to different budgets while enabling multiple purchases within a single wedding journey.
At an industry level, campaigns like ‘Shaya for Weddings’ reflect how targeted category-led initiatives are gaining traction as consumer preferences shift. Silver is seeing rising demand even as prices increase, indicating a change in how the metal is perceived. India accounts for an estimated 25-30% of global silver demand, according to international silver advocacy firm, The Silver Institute, with jewellery emerging as a growing segment alongside traditional consumption channels.
This shift is being supported by evolving buying behaviour, where consumers are placing greater emphasis on design, usage and accessibility. Within this context, Shaya’s campaign aligns with broader market trends by positioning silver within occasion-based consumption, particularly in weddings, and translating this into retail demand.
Rajapoopathy adds, “With gold prices rising, we are seeing customers shift towards other metals. Consumers who earlier bought 18k or 22k gold for daily wear are now considering 925 silver or gold-plated silver.” This shift is enabling Shaya to position itself within both occasion-based and everyday demand segments for silver.
The campaign also introduces new collections, including Nitya, offering jewellery suitable for weddings. These additions allow the brand to remain relevant across different functions while maintaining continuity in design and pricing.
For Shaya, ‘Shaya for Weddings’ supports entry into a defined segment while building on existing consumer behaviour. By aligning product, pricing and communication with current demand, the brand is expanding its role within the wedding market and creating a pathway for growth beyond its existing categories.
Launched in September 2018 as a collaboration between CaratLane and Tanishq, Shaya is a silver brand that offers 92.5 sterling silver jewellery with contemporary designs. While Shaya is mainly an online brand, it also has physical stores in Bengaluru, Mumbai and Delhi NCR.
Written by Achal Chaubey
Retail Jeweller India Exclusive
