Tanishq CEO’s exclusive interview:’People look for value in jewellery nowadays, not just price,’ says, Arun Narayan

With gold prices approaching the ₹1.5 lakh/10 gram mark, buying jewellery is no longer an impulse decision—it has become a well-thought-out investment plan. Tanishq is actively tapping into this changing consumer mindset. -Tanishq CEO, Arun Narayan Catch Tanishq CEO’s exclusive interview here: Q: Is diamond jewellery more accessible to first-time buyers, or has it mainly made it more desirable through advertising? A: Diamond is very accessible to anybody. We are conscious about giving the customers good selection and choices in varied range. Hence starting from just ₹20,000, onwards we move upwards to a lakh and above. The first time buyer or who want to gift gets several designs from the range of ₹9,000 in less than ₹50,000. We address the pressure part (cost) and at the same time we address pleasure (feel good or pride) part of a customer as well. Q: How do you address concerns regarding exchange value of diamonds as you keep promoting diamond jewellery? A: Where as the diamond value is concerned from the very beginning we assure 100% on the exchange value or prevailing rate at the time of exchange even if it happens 10 years later or by the next generation. Since we give exact brake-up of gold, diamond and other stones’ weight and value it remains transparent and thus we create trust towards our product. The only thing they don’t know is what would be the price of it after two decades. Q: Is the trend changing from traditional jewellery to lightweight? A: No. Customers expect any jeweller to showcase the complete variety and she chooses from what to wear everyday to special occasion. Every time she visits the store, she comes with different mindset. One day she may be ready to spend anything as once in lifetime purchase and next visit she may choose for a daily wear. It’s more of options than changing trend. Q: Everyone talks about India’s small-city consumer as the next big growth opportunity. Your thoughts on this: A: Whichever town you go to, aspiration is not different. In terms of spending, gold and jewellery have a deep connection with Indian women. It’s considered cultural, an investment, auspicious, precious, and a symbol of prosperity. It is all rolled into one; hence women like to acquire it and hand it to the next generation. Only the expression of that may change from city to city, hence the design too changes from state to state.