Tanishq, the jewellery division of Titan Company, has unveiled its first-ever Rivaah wedding lounge in Delhi — a 10,200 sqft experiential bridal jewellery destination — just in time for the country’s peak wedding and festive season.
Strategic bet on India’s lucrative wedding segment
With India’s gold market entering its most crucial sales window, Tanishq is betting on bridal jewellery through this new concept store. The lounge is designed as a specialised bridal experience centre, offering personalised services, curated collections, and a multi-level immersive space that showcases jewellery traditions from across the country.
The move reflects a strategic push by Tanishq to strengthen its leadership in the wedding jewellery segment, which typically drives 50-60% of annual gold jewellery sales in India. Despite gold prices touching record highs, the brand remains confident about consumer sentiment.
“Gold exchange is becoming a big trend. People are timing their purchases, and we are fully prepared for the wedding season,” said Arun Narayan, senior vice-president – Tanishq, Titan Company, adding, “The Rivaah Lounge marks a significant milestone in Tanishq’s 30th year, it’s not just a store, but a curated bridal destination.”
Co-Creation and Personalised Experience at the Core
The lounge is more than just a retail space, it’s a complete bridal ecosystem. Spread over four levels, each floor is dedicated to different regions and styles of Indian bridal jewellery: from Polki and Kundan sets of the North and West, to nakashi, meenakari and temple jewellery of the South and East, and a dedicated diamond section on the top floor.
The store features personalised styling consultations, in-house jewellery designers, and bespoke services, including heirloom redesign, trousseau curation, and the ability to customise jewellery with names, motifs, and wedding themes.
“Today’s bride doesn’t just buy jewellery, she co-creates it,” Narayan told FE. He added, “With modular, lightweight, and versatile designs, we are catering to brides who want their wedding jewellery to be meaningful, wearable, and aligned with their style.”
With Navratri, Diwali, and the winter wedding season ahead, Tanishq’s timing is deliberate. The company expects strong footfall and sales, driven by both cultural sentiment and a desire to invest in gold amid inflation and market volatility.
“Indian weddings are social, emotional, and opulent, and jewellery plays a central role in every ceremony,” said Narayan.
The company plans to open more such lounges across India in the coming months.