For more than two decades, India’s jewellery industry has been dominated by one name and one name only – Tanishq. The Titan-owned brand has managed to become the go-to jewellery store for people across the country. Some may even call it the gold standard…literally.

But since last year, things have been changing. Tanishq’s dominance is being challenged. Not by some massive international player or any other pan-India brand. Nope. Instead, it is regional players that are starting to dim Tanishq’s shine. You may have noticed all the Malabar Gold and Kalyan Jewellers ads and billboards that have popped up in the last year or so. Both are regional brands that have really been giving Tanishq a run for its money.

The funny thing is all of these regional brands have risen to the top by doing exactly what Tanishq does best. They are literally hijacking Tanishq’s own playbook. And in the process, what was once Titan’s exclusive territory, with its 8% market share in a sea of unorganised competition, is now getting crowded.

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