Tanishq launches Kakatiya collection to woo Telugu women

 Hyderabad: In an ode to the Kakatiya dynasty, Tanishq, India's largest jewellery retail brand from the house of Tata, unveiled an exclusive handcrafted festive collection, Kakatiya, for Telangana and Andhra Pradesh. This collection is designed to highlight the glorious past and celebrate the legacy of the dynasty that is steeped in grandeur and brilliance. The collection captures the essence of this golden period with finesse and artistry.

The collection has 70 pieces and each tells a story, drawing inspiration from the architectural marvels like the Warangal Fort, the 1,000-pillar temple, and the Ramappa temple which is now a UN heritage site. The company has timed the launch to coincide with the festive season as well as the wedding season to follow.  

The 22k gold necklaces are inspired by the Rudreswara temple stepwell. Sacred symbols like Annapakshi and Garbharakshamika Devi find a new form in the collection which includes necklaces, earrings, bangles, and rings. Models showcased the new collection on the ramp.

Ajoy Chawla, chief executive officer, jewellery division, Titan Company Limited, said it took about one-and-a-half years for the craftsmen to come up with the designs based on the Kakatiya theme. “This tells about the intricate architecture of the Kakatiya and the skill required to transform that into ornaments,” he said.

The collection is targeted at Telugu women, who according to Chawla, have an eye for detail, are willing to pay a premium for value products and take pride in showcasing the rich heritage.  

“We are a national brand but we pick local preferences and integrate them into our designs,” Chawla said, adding that the collection, though inspired by the Kakatiya history, uses modern processes from across the country. Filigree, granulation work, stones, nakashi detailing, and hand mesh chains are used for necklaces.

The price for the Kakatiya collection begins around Rs 20,000 and can go up to Rs 12 lakh for a necklace. “Many are festive and wedding collections. But there are also pieces that can be worn daily,” he said.  

Buying patterns? “We find people buying during festivals, milestones events like weddings, anniversaries, birthdays and professional and personal achievements. Some customers come three to four times a year. Some customers may come once. The average ticket size is about Rs 1.25 lakh. In places like Hyderabad, it may be a little more,” he said.

Tanishq has 31 stores in AP and Telangana. In Hyderabad, it has 13 stores now and is adding a new outlet at Inorbit Mall. “ We are expecting to add four outlets every year. We have dedicated partners,” he said.

 “We also have deep involvement in manufacturing, especially this area is known for colour stone jewellery, nakkashi work, and uncut diamonds. The workmanship is a specialty in this area,” said Chawla.