Page 11 - Bullion World Issue 10 Volume 05 October 2025

B ullion W orld | V olume 5 | I ssue 10 | O ct ober 2025
Bullion World | Volume 5 | Issue 10 | October 2025
modestly under the name Unnati, and then evolved
The quality framework spans across our 95+ vendor into Mr Perfect-a program focused on improving work
partners and in-house facilities. Tanishq implements conditions and craftsmanship. Eventually, it matured
strict quality inspections at multiple points in the supply into the 4P Program, launched around 2017–18, built
chain and regularly consult international jewellery on four key pillars: People, Product, Process, and
manufacturing experts to adopt best practices, modern Planet.
technologies, and new materials.
The aim of 4P was to holistically assess each vendor
The Karigar Ecosystem and Manufacturing unit across these four dimensions, and categorize
Transformation them into four levels of operational maturity: Cottage,
The journey toward transforming the lives of jewellery Basic, Standard, and World-Class.
artisans-known as karigars-began in 2006. What we
witnessed then left a lasting impression. The conditions Over time, it was observed that there was a
were, quite frankly, primitive. And while some progress significant shift in the labor market. Young talent,
has been made since, the disparity between skilled even from artisan families, was increasingly opting
craftsmanship and the environment in which it was for retail or service-sector jobs-air-conditioned
nurtured was stark, especially when compared to workplaces, fixed hours, and predictable incomes. If
modern workplace standards. As a responsible the karigar profession did not evolve, we risked losing
company we wanted to bring a smile to the karigar’s generational talent to industries that demanded less
face, restore dignity and pride to their work, and offer but promised more comfort. And that would be a tragic
them tools, processes, and comfort that matched the loss-not just for individual businesses, but for the art
level of skill they brought to the craft. That was the form itself.
genesis of what would become a long-term mission to
transform the ecosystem for our artisans. Global Expansions and Inorganic Growth
While Tanishq international expansion to date has
From “Unnati” to “Mr Perfect” to 4P: focused primarily on the Indian diaspora,the recent
An Evolution of Empowerment acquisition of Damas marks a significant shift in
The company also invests significantly in continuous strategy-a deliberate move to enter a broader, more
vendor education and engagement. Initiatives like ethnically diverse consumer base, particularly in the
Mr Perfect and Mr Perfect Plus, along with Arab world.
programs under the Titan Supplier Engagement
Protocol (4P) for diamonds, are designed to The Damas brand already has deep cultural roots
standardize and elevate quality and process in the GCC and strong recognition among Arab
discipline across our supply chain. consumers. By combining Damas’s regional appeal
with our expertise in retail operations and product
The initiative went through several iterations. It started excellence, we see significant opportunity to scale
rapidly. Over the next few years, the priority will be
to strengthen and expand the Damas brand, turning it
into a much larger force in the Middle East.

This move also opens the door to new possibilities-
whether it’s expanding further across the Arab world
or entering Southeast Asian markets. However, the
current focus remains clear: making Damas a flagship
success story in our international journey before
considering any major expansion into other large
ethnic markets.

On Regulations and Government Support
This challenge is relevant not just to the jewellery
sector, but to many other categories in Indian
manufacturing. Traditionally, our industrial capabilities

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