CELEBRATE AADI PERUKKU WITH TA NISHQ’S LATEST COLLECTION ‘AGALY AM’
The latest campaign pays tribute to the ‘Pudhumai Penn’, celebrating their herit age and spirit.
Chennai, July 19, 2025: As the Aadi Per ukku season dawns, bringing with it a w ave of peace, prosperity, and sacred beg ginnings, Tanishq, India’s largest jewelle lery retail brand from the House of Tata, unveils its latest collection, ‘Agalyam’, in spired by the Vilakku. Rooted in Tamil tr adition, the Deepam symbolises light, kn owledge, and divine presence. The colle ction is a tribute to these sacred symbol ls- a celebration of spiritual grace and ti meless beauty. Thoughtfully designed f or the Pudhumai Penn of today, this col lection reflects her pride in heritage and her spirit of progress, rooted yet evolvin ng, graceful yet bold. The campaign reim agines the culturally rooted idea of ‘Pud humai Penn’ – which celebrates the dua lity and dichotomy of women of Tamil N adu. Each piece is dedicated to her dual ality. The woman who is the custodian o f her roots and culture, but at the same t ime a harbinger of change.
Drawing from the rich visual language o f Tamil heritage, Agalyam is a luminous curation of jewellery that pays homage to the sacred glow of traditional lamps from the deeply rooted Kamatchi Vilakk u and Pavai Vilakku to the Thooku Vilak kku and Thattu Vilakku. These timeless symbols of light and divinity are reimag ined into striking jewellery pieces that b lend age-old tradition with modern-day sophistication. Each design is crafted w ith intricate detailing from Kasu accents and fine Rava textures to beautifully car rved Nakashi patterns and classic South Indian stone settings starting at ₹60,00 0 onwards. With this collection, Tanishq invites you to embrace a collection that is not just ornamental, but a radiant cem lebration of cultural legacy, spiritual sy mbolism, and enduring elegance.
Speaking on the launch, Mr. Arun Naray an, Vice President, Category, Marketing & Retail, Tanishq, Titan Company Limite d, said, “Tamil Nadu holds a special place in Tanishq’s journey; it is not only a key market but also home to our first manu facturing unit in Hosur and our very first store on Cathedral Road. This year’s Aa di Collection is a heartfelt tribute to this deep-rooted connection. With Agalyam, we draw inspiration from the traditional Tamil lamps that signify light, divinity, a nd new beginnings. This is also our way of paying tribute to every Pudhumai Pe enn of Tamil Nadu- women who carry fo rward rich traditions while embracing c hange with grace, generation after gene ration. They are the true spirit of this lan d, and through this collection, we celebr ate their strength, elegance, and cultura l pride.”
This Aadi Perukku, celebrate new begin nings with Tanishq and bring home auspi ciousness in jewellery that radiates pros sperity. For the Tanishq woman rooted i n tradition yet embracing the spirit of to day, each piece becomes a symbol of gra ce, strength and new possibilities. Visit your nearest Tanishq store in Tamil Nad u to make the most of the limited-time f estive offers on gold jewellery and Diam ond Jewellery up to 20% off*. Alongside, the brand is also offering its Gold excha nge offer* this month in which customer rs can exchange their old gold bought fr om any jeweller, specially curated for th e Pudhumai Penn who celebrates cultur e with authenticity and pride.
About Tanishq
Tanishq, India’s most-loved jewellery br and from the TATA Group, has been syn onymous with superior craftsmanship, e xclusive designs and guaranteed produc t quality for over two decades. It has bui lt for itself the envious reputation of bei ng the only jewellery brand in the count ry that strives to understand the Indian woman and provide her with jewellery t hat meets her traditional and contempo rary aspirations and desires. To stress o n their commitment to offer the purest jewellery, all Tanishq stores are equippe d with the Karatmeter which enables cu stomers to check the purity of their gold in the most efficient manner. The Tanish q retail chain currently spreads across 5 00+ exclusive boutiques in more than 3 00 cities.
For more information, visit www.Tanishq.co.in.
