Titan Company Ltd has launched Narumugai, a new collection of uncut diamond jewellery designed specifically for the South Indian market.
The brand, Tanishq, introduced the line in Chennai, marking its first dedicated focus on open polki diamonds, a style deeply rooted in the cultural heritage of the region.
Arun Narayan, CEO of Titan’s Jewellery Division, led the launch, signaling a strategic push to deepen penetration in southern states where traditional jewellery preferences remain strong.
The move reflects a broader effort by India’s largest gold retailer to diversify its diamond offerings beyond standard cut stones.
By catering to regional tastes, Tanishq aims to unlock additional growth in a market segment that has historically favored uncut or traditional designs over modern cuts.
This product expansion complements the brand’s recent high-profile initiatives, including a couture collaboration with designer Rahul Mishra showcased at Paris Couture Week, which targeted the premium international segment.