From the united voices echoing ‘Dugga Dugga’, the resonant beats of the ‘Dhak’, playing of Pujo shankha songs in every house to last minute touches for the much awaited para jalshas; the Pujo sentiment is filled in every nook and corner of Bengal. To celebrate the most awaited festival of Bengal, Tanishq, India’s largest jewellery retail brand from the house of TATA, has introduced an exclusive Pujo collection- Aishani. Tanishq’s latest collection is an ode to the timeless spirit of Shakti in every woman of Bengal.
This Durga Pujo, Tanishq celebrates life-stories of the strong and resilient women of Bengal, who are a manifestation of the divine energy of Maa Durga. Their undying belief in Maa and their embodiment of her ‘Shakti’ is an eternal source of strength which forms their cultural heritage at large. Aishani takes its inspiration from the Pujo elements of shiuli and kash phool the fragrance of which marks the beginning of Pujo, grandeur of Terracotta temples and magnificence of Pujo pandals inspired the detailed ornamentation on the jewellery pieces, along with intricate Shola work. Celebrated Bengali actress Mimi Chakraborty launched the collection today at a press conference cum customer meet event at ITC Royal Bengal, Kolkata.
Aishani by Tanishq is range of gold jewellery, masterfully crafted by Tanishq’s karigars. Chokers with floral motifs set against the soulful details of pandals, adjustable tie-haars highlighted with Shiuli blooms of Ivory and saffron enamel, kaan earrings with twisted wirework and bangles that chime with filigree -each piece is an amalgamation of traditional craft set in a modern-day flair. Tradition, craftsmanship and design – this stunning collection is a confluence of all that and more.
Aishani, is available at all Tanishq stores in West Bengal.
As part of Pujo festivities, Tanishq is also offering an exciting offer that will help customers add to the festive cheer. Customers can now get Up to 25% off on Making Charges of Gold and on Diamond Jewellery Value. Offer valid for a limited period only.
Speaking about the launch and importance of the occasion, Mr Alok Ranjan, Regional Business Manager – East, Tanishq, Titan Company Limited, said, “Through our Pujo collection this year, we have made a humble attempt to pay an ode to the fearless deity within every woman of Bengal who are a reflection of the Goddess Durga, drawing strength from her. Strength that allows them to break new ground and create opportunities for themselves and others around them. Tanishq is celebrating their stories and shining the spotlight on their fiercely expressive and culturally expansive side. Take Mimi Chakraborty, for instance. An epitome of the self-made woman who reached the pinnacle of her profession. And then found the strength to go beyond. Our Pujo collection is as much a reflection of them as it is a celebration of the festival- paying tribute to the delicate art of filigree, the pristine beauty of Shiuli & the divine vibrations of the conch shell. Aishani is an ode to the powerful aura of women who are shaping a better tomorrow.”
Speaking on the occasion, Ms. Mimi Chakraborty said, “Tanishq’s exclusive festive collection for Pujo is a celebration of the spirit of the festival and everything that it means to Bengalis. The idea that every woman can spark a new narrative reaffirms the divine feminine energy in all of us, and resonates with me personally. Taking about Chaina Pal, one of only two women idol makers in Kolkata; a creator of new moulds or the all-woman Dhaaki band that’s making all the right kind of noise about creating a society that’s more equal. Tanishq’s initiative to honour the self-made woman is commendable, and will also be inspiring for many modern Bengali women in the coming times. The inspiration from elements such as ‘siuli phool’, ‘kash phool’, ‘shola work’ and ‘pandals’ makes the designs nostalgic yet relevant for Bengalis, and will surely add special sparkle to the Pujo celebrations this year.”