Page 10 - Bullion World Issue 10 Volume 05 October 2025

Bullion World | Volume 5 | Issue 10 | October 2025
B ullion W orld | V olume 5 | I ssue 10 | O ct ober 2025
format makes it ideal for independent purchases. Initially, the company operated as a pure-play
• CaratLane, acquired fully in 2023, operates manufacturer. However, over time, it transitioned into
between Mia and Tanishq in terms of age group selling directly to customers. This shift wasn’t just a
targeting, with a strong focus on digital-first pivot-it was a natural evolution. Because manufacturing
experiences and modern design sensibilities. is in the company’s DNA, Tanishq found it selves
inherently positioned to integrate both ends of the
• Men’s jewellery, once limited to traditional styles value chain: production and retail. At the core, we
like kadas and chains, has seen a resurgence are category experts. For the company, entering a
through brands like Aveer, which reimagines new category means not just participating in it, but
masculine design for the modern Indian man. mastering it. The most critical component of this
Beautifully crafted kids' jewellery is now available expertise is product excellence-achieving perfection
across Mia and CaratLane, as well as at select in design, quality, and execution. Whether a product is
Tanishq stores. crafted in-house or through strategic vendor partners,
we maintain full control over its development and
Technology and Omni-Channel Innovation delivery.
Tanishq has embraced omni-channel retailing to
align with changing customer behaviours. While This product-centric approach continues to
physical stores continue to grow in size and number, define Tanishq’s strategy. Its legacy in jewellery
there’s a significant shift in how customers engage with manufacturing, for example, enabled it to seamlessly
jewellery purchases. scale both the breadth and depth of its production
capabilities. At the same time, we’ve nurtured strong
Consumers increasingly browse online, shortlist partnerships across the country to enhance agility and
products, and visit stores only to finalize their specialization.
purchase. This trend has led to a hybrid model - a
blend of digital exploration and in-store experience. As of FY 2024–25, the company proudly
collaborated with 95 vendor partners nationwide.
Assisted buying journeys, especially through apps and This diverse and expansive network ensures that
while we uphold centralized control over quality and
websites, are now critical. CaratLane exemplifies this innovation, we also benefit from the regional strengths
digital-led model, with a tech-savvy approach from day and capabilities of our partners.
one.
From Manufacturing Roots to Market Leadership: In essence, our integrated approach-anchored in
A Deep Integration Strategy manufacturing expertise and driven by product
The journey began with a strong foundation in perfection-remains the cornerstone of our growth and
manufacturing, rooted in our origins as a watch differentiation in every category we enter.
company Early on, the company established a
dedicated manufacturing unit focused on exports Quality remains the cornerstone of the brand
this hands-on experience in making products laid promise. Tanishq approach to jewellery is not
the groundwork for what would become a deeply merely as a handcrafted or artistic object, but as
integrated business model.
an engineered product. This mindset drives the rigor
and precision in our design and production processes.

The quality assurance begins with comprehensive
product documentation-detailed engineering drawings
Tanishq and specifications for every piece. In categories like

Jewelry: cast jewellery, the company employs CAD-CAM
technologies to standardize and enhance design
A legacy of
fidelity. Alongside there are established component
Emotion nad centers to mechanize the production of core

Reason elements such as balls and stampings, which are then
assembled by skilled artisans. This kit-based approach
enhances consistency and efficiency across the board.

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