Tanishq pushes gold circulation, launches first Rivaah Wedding Lounge in Delhi

For years, Indian households have treated gold as a store of wealth - kept safe in lockers, brought out only on special occasions. But Tanishq wants to change that, especially with gold prices soaring. The company is urging families to bring gold back into circulation even as it reimagines how wedding jewellery is bought and worn.

“The best way to buy new jewellery is through exchange. Everyone has jewellery sitting in lockers, idling. Some of it is outdated or broken. Bringing it back into circulation is good not just for customers but for the country as well,” said Arun Narayan, senior vice president, Tanishq, Titan Company Ltd.

India is estimated to hold 25,000 tonnes of household gold, while importing nearly 800 tonnes annually. Narayan pointed out that reducing this dependence through exchange programmes like Tanishq's would not only free up idle gold but also benefit the economy. “It’s almost like a public service message, we don’t need to import when we already have enough in circulation,” he added.

The gold exchange programme is becoming a significant growth driver. Between April and September this year, its contribution to Tanishq’s overall business rose by 4–5%. It also aligns with shifting consumer behaviour with lighter, modular and detachable pieces that can be worn beyond weddings seeing more demand.

The 22-carat gold rates in India have already surpassed the ₹100,000 mark due to the continuous surge in yellow metal rates as the festive season began.

“There are multiple ways to keep jewellery relevant and accessible, whether it’s through gold exchange or through lightweight, lower caratage pieces,” Narayan said. 

Designs in 18 carat gold, crafted with a special alloy, are made to closely resemble 22 carat jewellery, Tanishq claims. 

Titan, for its overall jewellery division reported a 25% year-on-year growth in total income for Q4FY25 c, reaching ₹11,232 crore. The domestic business rose 23% to ₹10,845 crore, fuelled by a 30% jump in gold jewellery and coin sales and a 12% rise in studded jewellery. Despite a sharp surge in gold prices, both segments continued to see buyer growth. For FY25, the division clocked a total income of ₹46,571 crore, marking a 21% growth.

A lounge for brides

Against this backdrop, Tanishq has unveiled its first-ever 'Rivaah Wedding Lounge' in Delhi, a specialised bridal experience centre under its wedding jewellery sub-brand, Rivaah. The store is designed not as a typical showroom but as a space where brides-to-be can take their time exploring jewellery, styles, and designs without pressure to make hurried purchases.

“The idea of a lounge is to give an unhurried wedding designing experience. Brides meet stylists and designers, try different looks, and return multiple times before deciding,” Narayan explained.

The focus is on exclusivity. 

Limited-edition jewellery pieces not available at regular Tanishq stores are showcased here, alongside heirloom repurposing services where old family jewellery is redesigned for modern wear. 

“Jewellery is both emotional and practical. Brides today want to be rooted in tradition but also express their personal style. Repurposing or exchanging old jewellery helps them do both,” he added.

The wedding jewellery segment itself is a major driver for the industry, typically accounting for 50–60% of annual gold jewellery sales in India.

Rivaah, launched in 2017, caters to over 11 communities with designs reflecting regional wedding traditions -from Telugu waist belts to North Indian naths.

Tanishq has integrated Rivaah into nearly 150 of its 500 stores across the country as dedicated shop floors, but the Delhi wedding lounge marks its first standalone concept space. For now, expansion will be slow and deliberate. “We are not in a hurry. The focus is to do justice to the concept before thinking of scaling,” Narayan said.