Getting into a strategic growth phase, the brand intends to open more than 15 new stores in the United States, targeting Indian diaspora and the broader market, according to Amrit Pal Singh, Business Head – North America, Titan Company Limited
New Jersey: Tanishq, the jewellery brand under Titan backed by the Tata Group, is gearing up for significant expansion in North America. The brand intends to open more than 15 new stores in the United States over the next 12 to 18 months, according to Amrit Pal Singh, Business Head – North America, Titan Company Limited. This marks a strategic growth phase following the brand’s US debut in early 2023, and includes plans to expand into Canada by next year.
So far, Tanishq has launched seven stores across key states in the US. Singh said the company has received a strong customer response, prompting an accelerated growth strategy. “We’ve seen encouraging results over the last two-and-a-half years and are confident in the brand’s potential here, not only among the Indian community but also with a wider American audience,” he noted.
The expansion will unfold in two phases. Initially, the brand is concentrating on serving the large Indian diaspora in the US, particularly in areas with high concentrations of Indian-origin residents. The second phase aims to connect with US-born individuals of Indian descent, who often blend traditional and modern tastes—potentially serving as a bridge to broader American consumers.
“They represent a mix of cultures,” Singh explained. “Their preferences span traditional and contemporary styles, and understanding their needs helps us connect more broadly.”
Currently, Tanishq operates stand-alone stores in prominent shopping areas, each housing around 4,000 to 5,000 pieces. However, the company is exploring different retail formats and will soon open its first mall-based store in Florida.
In terms of product strategy, Tanishq remains committed to offering only natural diamonds, even as lab-grown stones gain popularity in the US. Singh emphasized that the brand’s focus on natural diamonds reflects its identity as a luxury jeweller. “We believe the rarity and authenticity of natural diamonds align with what Tanishq represents, and we have no plans to enter the synthetic diamond space,” he said.
Tanishq entered the US market in January 2023, launching its first store in New Jersey’s Little India, with an aim to cater to the sizeable population of Indian Americans in the area. It opened a 5,100 sq. ft flagship showroom at Santa Clara, located in the heart of Silicon Valley, recently – the largest store so far in the US. That brings the brand’s US store count to seven, the other locations being New Jersey, Houston, Dallas, Chicago, Seattle and Atlanta.
Founded in 1994, Tanishq is a part of Titan’s jewellery division. It opened its first retail showroom in 1996 in Chennai and the first international store in 2020, in Dubai. Globally, it has 400+ showrooms in more than 240 cities.
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