Industry Updates

TANISHQ DEBUTS THE AMAZING “ALEKHYA” FESTIVE COLLECTION

Published: September 24, 2022
Author: Fashion Value Chain

This festive season, immerse yourself in the sheer magic of untold tales about
Indian art and celebrate its golden lineage with glory. Tanishq, India’s largest jewellery retail brand
from the house of Tata has announced the launch of its festive collection ‘Alekhya’. Reminisce the
beauty of age-old, rich Indian art forms as the magnificent ‘Alekhya’ collection takes its inspiration
from the most notable Miniature and Pichwai paintings.

The stunning festive collection reimagines royal splendor, and showcases the inspiration from Indian
paintings which have been designed into stunning contemporary jewellery pieces. This year’s,
Tanishq’s festive collection is a one-of-a-kind that exude intricate craftsmanship and vivid hues,
much like the ancient art form. Alekhya is a seamless blend of intricacy, heritage and traditional
designs with modern sensibilities by giving new life to craftsmanship. The beauty of this collection
lies in its inspiration from intricate paintings of Pichwai that depict tales from Lord Krishna’s life and
Miniature Paintings – a notable tradition of Mughal, Rajasthani & Pahari courts.

The exquisite collection features stunning designs which are inspired by stylized flora, detailed
ornamentation, intricate strokes, lotus pods, vibrant colours, and ornate frames of these paintings.
Each piece has been crafted with the use of variety of techniques like Piroi, Enamel; that adds a hint
of modern glamour to these pieces and Gold and Kundan techniques. The use of these techniques
adds a touch of majesty as well as delicacy to these pieces. These works of artisanal wonder reflect
gloriously on the canvas of an artist’s imagination and are an embodiment of embellishment, adding
to the grandeur of decking out for the holiday season.

Speaking on the launch of the festive collection, Mr. Abhishek Rastogi, Head of Design, Titan
Company Limited, says “It’s always been our endeavour to bring to our customers beautifully
designed products crafted to perfection. Our latest festive edit, Alekhya is beautifully crafted to
elevate every moment of your glorious celebrations. Alekhya is a collection that takes its inspiration
from the Indian art forms of Pichwai and Miniature Paintings and celebrated them through new-age
meenakari motifs and colours. Every piece in this collection, stands as an ode to the woman of today
– celebrating her as the author of her own story, as the karigar of her life. The new collection
features resplendent neckwear, earrings, and handcrafted jewellery pieces perfect for women who
exude grace. On behalf of Tanishq, we wish all our customers a very happy and prosperous festive
season.”
The price range for products under Alekya collection starts at Rs. 70,000 onwards. Visit:
www.Tanishq.co.in for range of exclusive Alekhya products.

About Tanishq
Tanishq, India’s most-loved jewellery brand from the TATA Group, has been synonymous with
superior craftsmanship, exclusive designs and guaranteed product quality for over two decades. It
has built for itself the envious reputation of being the only jewellery brand in the country that strives
to understand the Indian woman and provide her with jewellery that meets her traditional and
contemporary aspirations and desires. Attesting to this commitment towards excellence, in 2019,

Tanishq has been awarded the title of The Most Trusted Jewellery Brand in
India by the Trust Research Advisory. To stress on their commitment to offer the
purest jewellery, all Tanishq stores are equipped with the Karatmeter which enables customers to
check the purity of their gold in the most efficient manner. The Tanishq retail chain currently spreads
across 385 exclusive stores in more than 220 cities

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