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Anushya Mamtora

Chennai, Dec.16 Tanishq is exploring a whole new realm in jewellery marketing – the virtual world of the Internet.

Can a touch and feel product like jewellery be retailed online? Can brand awareness lead to a level of trust that gives picky jewellery buyers enough confidence to choose online? The country’s biggest jewellery brand seems to have the answers.

Alpana Parida, Head of Marketing and Merchandising, Tanishq, tells Business Line that e-commerce is going to be their next tool to target customers. They have already launched their special solitaire website www.tanishqsolitaire.com with specific focus on their NRI clientele. This web initiative not only answers queries on how to choose a solitaire, but also lets one view Tanishq’s entire solitaire collection and allows interested customers to book an appointment with trained personnel at a store of their choice.

After catapulting the age-old ‘polki’ and ‘kundan’ jewellery to popularity and enabling them to re-enter modern day weddings, Tanishq has witnessed heightened interest even amongst the young and the Indian living abroad. These are customers who are typically very net-savvy.

In keeping with this customer profile and with social networking and communities created via the Internet garnering many ‘net falls’, this is yet another arena Tanishq is exploring. “We have launched www.tanishqeverydays.in , in correspondence with our ‘Everydays’ diamond collection for women where they have the option to post images on the website and the pretty faces win prizes,” explains Alpana Parida. This interactive website has been targeted at independent and confident web savvy women who, as the website says, “juggle deadlines and maids, drivers and cooks and PTA meetings with equal dedication.” Women have the option of browsing through some tips for the day as well as stressbusters, playing a game of grabbing the maximum diamond solitaires possible (therapeutic, we say) and finding some ‘Everydays’ jewellery pieces that will match one’s personality.

Moving beyond gift vouchers, Tanishq is also going to unveil a website dedicated to customers who want to book their favourite piece of jewellery online. With families spreading out to different parts of the world, the jewellery brand hopes that their e-commerce venture will help them (customers’ families) shop online for each other. Whether it’s a mother buying a wedding collection for her daughter who is working in the US or a couple wanting to buy each other engagement rings, the option will sure be lapped up as one has the opportunity of choosing jewellery online from Tanishq’s entire range. “We hope to remove one more level of difficulty away for our customers through this website. Our gift vouchers have always been a hit but this would be a different experience altogether,” adds Alpana.

A jewellery business group of Titan Industries Ltd, promoted by the TATA group, Tanishq raked in Rs 1,200 crore in retail sales last year.

More Stories on : Gems & Jewellery | Online Marketing | E-Commerce & E-Business

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