Now buy region-specific jewellery

New Delhi After wowing people with their royal designs in the movie "Jodhaa Akbar", popular jewellery brand Tanishq Wednesday launched community specific bridal collection for nine different regions in the country. The new collection aims at catering to nine states - Punjab, Bihar, Gujarat, Rajasthan, Andhra Pradesh, Tamil Nadu, West Bengal, Karnataka and Maharashtra. The ornaments have been designed keeping in mind the sensibilities, preferences and requirements of consumers from these regions. "We visited each of these nine communities, visited local jewellery shops, people's houses to find out the essential ornaments used traditionally in their weddings. We gathered in-depth knowledge about the kind of designs used there and then, we crated these designs blending their tastes and a touch of our modernism," Anjali Sikka, design co-ordinator (north), Tanishq, told IANS. The collection boasts of borlas (round maang-tikas) for Rajasthani brides, vanki (armlets) and kamar-bandh (waist bands) for southhern region and pearl nose ring with jasmine motif for Maharashtrian brides. Kundan, polki, diamonds, gold, enamel, stones - all of it has been used for the new bridal collection. There are also generic jewellery items like rani haar, bangles, maang-tikas, jhumkas, mangal sutra pendants, but with unique designs, created after gathering information from the communities itself. "We have done extensive research for this jewellery collection for a year and realised that each region has specific needs for certain jewellery pieces that are typical to their community. So to create a larger impact for Tanishq jewellery in the overall Indian wedding jewellery in the market, we have come with this concept," Sandeep Kulhalli, vice president Tanishq, told reporters. According to Kulhalli, wedding jewellery accounts for at least 50 percent of the entire Indian jewellery market, which is over Rs.1,00,000 crore. And with this initiative, the brand hopes to expand its market share, especially in Tier-II and Tier-III cities. "At the moment, most people still subscribe to family led jewellers. But with this collection, we are aiming at a pan-India interest as there is something for everyone out of those nine communities. Often, people like to wear jewellery specific to another region. So we are a one stop shop now," said Kulhalli. He said their decision to focus on just nine regions for the launch is based on the number of people in the community, importance of jewellery in their weddings and the scale of their weddings. "For now, we have started with these regions. But we want to expand each year after more research about the areas," he added.