Tanishq, the jewellery retail brand of Titan Company Limited under the Tata Group, has opened a new showroom in Westborough, Massachusetts, marking its 10th retail location in the United States and its first entry into the Boston metropolitan area.

Located at 303 Turnpike Road in Westborough, the showroom spans approximately 4,000 square feet and houses a wide range of jewellery collections tailored to both South Asian and global consumers. The store offers more than 5,000 jewellery designs, including gold, diamond and bridal jewellery, alongside everyday wearable pieces.

The launch forms part of Tanishq’s broader strategy to expand its presence in international markets with significant South Asian diaspora populations. The Boston region, which hosts a growing Indian and South Asian community, represents a strategic market for the brand’s U.S. retail expansion.

The showroom was opened to customers in December 2025, with a formal grand opening celebration held on 6 March 2026. The event featured traditional cultural performances and ceremonial rituals, reflecting the brand’s emphasis on Indian craftsmanship and heritage while catering to a global audience.

Tanishq has steadily grown its international footprint over the past few years, establishing retail locations across major U.S. markets including New Jersey, Texas, California, Illinois, Georgia and Washington state. The Westborough boutique strengthens the brand’s presence in the Northeast and provides access to customers across the greater Boston area.

The store showcases a broad portfolio of Tanishq’s design categories, including bridal jewellery, wedding collections, diamond jewellery, and contemporary daily-wear pieces, reflecting the brand’s positioning as a full-service jewellery retailer for both occasion and lifestyle purchases.

Tanishq’s expansion into international markets aligns with Titan Company’s long-term strategy to build global visibility for Indian jewellery design and craftsmanship. By combining traditional design sensibilities with modern retail formats, the brand aims to strengthen its engagement with diaspora communities while also attracting a wider international clientele.

The Westborough opening marks another step in Tanishq’s continued international retail growth as Indian jewellery brands increasingly expand their presence in overseas markets.