Tanishq, the jewellery brand from the House of Tata, has introduced its latest collection, ‘Hues’, marking a strategic expansion into the natural gemstone jewellery segment ahead of the upcoming Akshaya Tritiya.

Positioned as a design-led offering, the collection features 100% natural coloured gemstones set in 18kt gold, signalling the brand’s intent to build credibility in a category where consumer trust remains a key concern.

At the launch, Pelki Tshering of Titan Company Limited addressed this gap, stating, “Very often in India, a lot of people are a little worried about buying gemstones because they don’t know the origin… or whether the price they are paying is right.”

She added, “At Tanishq, every gemstone will be natural, every gemstone can get exchanged, no matter how many years… and there is free maintenance in our stores.”

Tshering further highlighted the evolving role of jewellery, noting, “Jewellery today is about expressing what a woman feels, her individuality and identity… and women want to elevate the way they express themselves.”

The ‘Hues’ collection draws inspiration from Indian summer tones and incorporates varied gemstone cuts such as marquise and cabochon, placing the gemstone at the centre of design.

Actor Triptii Dimri, the face of the campaign, emphasised the versatility of the collection, stating, “The designs are so versatile… you can wear it for a special occasion, for a party, for interviews… wherever you want to.”

She added, “I think it is very, very modern… something you can wear on a regular day at home or when you want to dress up for a wedding.”

Dimri also noted the shift in perception around gemstones, saying, “We usually look at natural gemstones as traditional… but this collection changes that and makes it something you can wear on a daily basis.”

With price points starting at Rs 30,000, the launch aligns with festive demand cycles and is supported by exchange programmes and promotional offers.

Through ‘Hues’, Tanishq is looking to formalize the natural gemstone category in India by combining design innovation with trust-led retail assurances, targeting a new generation of consumers seeking everyday, expressive jewellery.