Surat jeweller’s diamond portrait of the late Ratan Tata garners 6 million+ views on Instagram 

 
The video depicting the creation of the portrait using 11,000 diamonds has gone viral and alludes to Ratan Tata as a gem of India Inc. 

Surat: In a heartfelt tribute to Ratan Tata, a skilled jeweller from Surat has crafted the late industrial icon’s portrait using 11,000 diamonds, which has gone viral on Instagram. Tata passed away on October 9 at the age of 86 after leading the Tata Group for over 30 years. The Tata Group is a major stakeholder in the Indian jewellery industry, having in its fold prominent brands like Tanishq and Caratlane. 

The artist, inspired by Tata’s vision, leadership and philanthropy, dedicated more than two years to meticulously assemble the portrait. The video showcasing this stunning piece has so far garnered over 6.5 million views, reflecting the profound impact Tata had on many lives and the admiration he inspires. 

Watch the video here :

 
 
Titan, parent company of the Tata Group’s jewellery brands such as Tanishq and Caratlane, posted a revenue growth of 23%, led by festive season sales in Q3 this year. Tanishq, the brand’s poster child in the jewellery space, has consistently reported impressive year-on-year sales numbers. Mia by Tanishq is a sub-brand aimed to cater to the modern-day working women. Zoya is another brand focused on a more premium clientele, while Rivaah is a wedding jewellery sub-brand.  

Interestingly, when the Tata Group’s Titan launched Tanishq in 1994, it wasn’t a success at first as it sought to transform consumer behavior by building an appetite for 18-karat jewellery instead of the 22-karat standard. It bled for years and people asked Ratan Tata to shut it down. But he understood the market sentiment related to gold and quickly turned it around with premium offerings. Apart from launching 22-karat jewellery, Tanishq also introduced the ‘Karatmeter’ that checks gold’s purity in its retail stores. This boosted the customers’ confidence in Tanishq. Today, Tanishq is estimated to contribute more than 75% of Titan’s overall business.  
 

Retail Jeweller India News