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Tanishq Targets ‘Indian Diaspora’ with First US Store

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ANTHONY DEMARCO • 21-01-2023

Titan Company’s Tanishq jewelry brand has opened a retail location in New Jersey, its first in the US, in an effort to attract the state’s large Indian population.

The new 3,750-square-foot, two-story showroom in Iselin offers more than 6,500 jewelry designs, including 18- and 22-karat gold and diamond jewels, solitaires, and colored stones, the brand said Wednesday.

The store displayed some of Tanishq’s recent collections at an inaugural event, including the Color Me Joy cocktail-jewelry collection, Romance of Polki, Rhythms of Rain, Moods of Earth and Alekhya.

The brand aims to meet the evolving needs of the “Indian diaspora,” it said. Some 387,000 Indian-Americans live in New Jersey, constituting about 4% of the state’s population, Tanishq and Titan executives explained.

Tanishq launched an e-commerce platform in the US a year ago. Officials say it was successful enough to warrant a brick-and-mortar presence. The store launch is part of its retail business expansion strategy in which it plans to open 20 to 30 stores in North America and the Middle East over the next two to three years.

“The Indian-American community, with over 3 million [people], is a large, prosperous, and growing community in the US,” Titan managing director C K Venkataraman told Rapaport News. “Tanishq has built a strong and credible brand in India over many years, and we plan to use the same strategy to capitalize on and grow our business in the US. Indians celebrate our festivals, weddings, and anniversaries with gold.”

For its initial promotion, Tanishq is offering a free gold coin with a jewelry purchase or up to 25% off on diamond-jewelry value until January 22.

The company launched its first international brick-and-mortar store in Dubai in November 2020. It now has eight international stores, including seven in the United Arab Emirates (UAE). In India, Tanishq operates more than 400 stores in 240 cities and plans to add more than 100 outlets in the next year.

Image: The interior of the new store in New Jersey. (Titan Company)

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