Tanishq becomes first Indian jewellery brand to launch a collection in Metaverse

Tanishq became the first Indian jewellery brand to establish its Metaverse footprint. On April 7, the brand launched its latest collection called ‘Romance of Polki’ on the metaverse. It was indeed a wonderful experience as many media persons had a first-hand experience of accessing the latest offering in virtual reality by Facebook.

Ajoy Chawla, CEO, jewellery division, Titan, walked the audience through his computerised avatar. Through their wedding jewellery sub-brand Rivaah, the brand launched this collection to excite the wedding jewellery space, which covers 21-22% of sales. Rivaah by now has released bridal collections appealing to regional design sensitivities of India.

“Preferences for the new-age bride are constantly evolving. For wedding jewellery, one looks for heirloom-worthy pieces and polki never goes out of trend. It is a big rage from small-town brides. People are preferring polki to plain gold too,” said Chawla. Thereafter, a step-by-step launch of different collections related to the big fat Indian wedding was showcased. The glamorous polki collections fit aptly to the varying mood boards of mehendi, sangeet, bridal party and the grand bridal entry.

Adding to Tanishq’s accolades is the Romance of Polki Collection, the latest bridal jewellery offering. With a network of 380 stores across over 200 towns, Tanishq has more than 100 of them as large wedding destination stores. The brand has spent over 7000 hours on retail training to identify wedding champions who will help brides pick the right trousseau. The collection is inspired by age-old Rajasthani kundan and polki craftsmanship. With 330 SKUs averaging at a price Rs.10 lacs, the delicate pirohee (gemstone-stringing work) enhances its charm with emeralds, rubies and pastel enamelling work.

But why metaverse? “It is another construct in the virtual world. While e-commerce is basically transaction management and happens through omnichannel routes often today, the metaverse is a space where brands can create assets and interact in an immersive engaging format through cryptos, NFTs, and engage the audience through AR and VR impactfully,” said Chawla. Metaverse holds immense potential for brands like Tanishq, who have created differences through state-of-the-art technology and is a leader in customer satisfaction. “This is a new experience for Tanishq. Over the next few months, interaction will grow more exciting,” the CEO concluded.

Written by Shubham Dasgupta

RJ Exclusive