Tanishq launches 'Jodhaa Akbar' collection

Tanishq, the well-known jewellery fabricating firm in ready to wear market has launched the prêt version of ‘Jodhaa Akbar’ collection targeting consumers who have passion for ethnic looks. This collection is based on the original ornaments of yet to be released movie Jodhaa Akbar. The movie is scheduled to release on February 15 this year.

Tanishq, the Tata group Company is the official ornaments supplier for this movie and has prepared the jewelleries for the entire star cast of the movie. The major ornaments that attract the interests of the public are prince and princess’s ornaments including ‘Navratna courtyards’ jewellery.

Tanishq has made this jewellery by blending the Mughals and Rajasthani designs as per the demand of the characters of the movie. In the introducing collection, it has launched the same ornaments but in 22-caret gold version, not as pure as it usually used to be.

“The new set of jewellery has been priced between Rs. 25,000 and Rs. 12 lakh,” said V K Govindraj, Vice President (Retail and Marketing) of Tanishq group.

“All the exquisite pieces of jewellery has been designed by the master craftsmen from Jaipur,” he added.

Tanishq is targetting to raise its sales in the next fiscal year and planning soon to open seven fresh exclusive retail outlets across the country after having 103 outlets in 72 cities yet. In addition the company is also planning to open its two stores in United States in view of expanding their business in overseas.

Elaborating the quality of this collection, Alpana Parida, Head of marketing & merchandising of Tanishq said at the unveiling ceremony of the collection, “Jodhaa Akbar became a design and research challenge because it had to be like the precise Rajput and Mughal traditions jewellery of the 16th century and there was very little available from that era.”

Revealing about the research sources of the jewellery she said, “We get these detailing after putting an extensive research from miniature paintings of Akbarnama, old royal families, museums and archives and through some private collection of various royalties present at the Chitrakala Parishad."

Defining the basic difference between the patterns of Mughals and Rajasthani designs, she told that Mughal jewellery needed much finer craftsmanship while Rajput jewellery was more bucolic.

“At that time - Mughals used a lot more pearls than the Rajputs did." She said.

In a total of four hundred pieces of ornaments, a wide range of jewellery was included covering from head to foot and even fingers of the body. The main ornaments are neckwears, rings, bangles, earrings, sarpech (turban ornament), hathphool (hand ornament) and bhor (forehead ornament), archer's ring, arsi (mirror ring) and hansali (choker), which collectively weigh 300 kg approx.

Four hundred craftsmen from Rajasthan and Gujarat region have been roped in to prepare this one-of-a kind jewellery that too in a span of two years after putting up phenomenal effort through working round the clock.

The ‘Jodhaa Akbar’ will be the second bollywood movie that will feature Tanishq jewellery followed by Paheli.