India is known for its big fat weddings and jewellery plays a very important role at weddings. One of the most flourishing times for jewellers is the bridal season. Though a late entrant, Tanishq has realized that it needs to cater to the wedding segment, by beginning with need-based, customized jewellery for different communities and this is exactly what Rivaah is going to do.

Just a month ago, Titan reported a 96.84 per cent increase in consolidated net profit to Rs 237.97 crore for the first quarter ended June 30 led by robust sales in its jewellery division. One of the key players in organized jewellery segment, Tanishq has been a market leader in everyday light weight jewellery with collections such as Mirayah and Mia. Recently, the brand has also tied up with Sanjay Leela Bansali’s Padmavati and has launched its ‘Padmavati’ collection in light of the festive season.

So, Tanishq has always been on top of the game when it comes to strategy and entering the wedding segment is just an added feather on the cap. Earlier it launched Divyam and Shubham wedding collections and in March this year, it launched its sub-brand ‘Rivaah’ available at all outlets.

Rivaah has in store jewellery for a Bodhu (Bengali bride) that includes paati haar (traditional Bengali choker), chik (choker), maang tikka etc. Likewise, it has jewellery collections for Dulhan (Bihari Bride), Vadhu (Gujarati bride), Madhu Magalu (Kannada Bride), Kalyana Pennu (Malayalam Bride), Navari Mulagi (Maharashtrian Bride), Beendni (Marwari Bride), Bodhu again (Oriya Bride), Lari (Punjabi and Sikh brides), Banni (Rajasthani Bride), Manappen (Tamil bride) and Pellikuthuru (Telugu bride).