Posted in Political

Tanishq Ad

I have done posts earlier on Love Jehad. I do believe this is an unspoken agenda in India, no doubt. At the same time, there are quite a few interfaith weddings that are also happening for the sake of love. How do you know the difference.

Until now my take on interfaith weddings was severe. But with an interreligious or rather international marriage in family, I am looking at these things now through a different dimension. New perspectives emerge. Some convictions I thought that were deeply rooted, seem to have been shaken. Opinions change, we jig and rejig and reprioritize. Probably time for some of us to evolve.

So i am having a rethink on everything from love jehad to interfaith relationships. I do not know what is what honestly. I just know, until it happens to you it is easy to sit on the fence and comment. The love jehad brides were all over 18. Like our christian converts.

I am a new customer with Tanishq but as for jewelry watches, i have always been a Titan fan… my recent couple of buys were from Tanishq and Caratlane. I did wonder at the profusion of islamic style jewelry in their showroom. I could easily tell apart which design was traditionally Hindu and which was Muslim. I completely ruled out the islamic influenced jewelry. Not many women can do that! I mean, unless you are a regular jewelry shopper hahaha it is not easy to differentiate between the two. In some pieces, the islamic representation is subtle. I steered clear of anything resembling islamic in their gallery.

I was also surprised at their robust number of muslim staff. I have not seen this anywhere in jewelry business. Definitely not in Andhra garu showrooms or Gujju jewelry shops.

What i liked about Tanishq was their transparency. You have access to witnessing the gold smelting process, with gold quality and exact weight, system generated right before your eyes. There is no way you can be shortchanged as the gold purity is indisputable and the customer stands to benefit. Since Tanishq is a corporate company, the standard of jewelry and service are par excellence. My friends refrain from Tanishq because it is deemed expensive. They tease me, Tanishq is for NRIs like me.

In all honestly, my gold shopping is always in Doha. In Chennai it is GRT. But of late I am liking Tanishq. When the standard is best, you don’t care if it is Hindu or Muslim. By the way, Tata is Parsi.

(In Middle East, ever since Kalyan jewelers opened up, there is a big shift in consumer preferences. Most Hindu customers moved over from the Alukkas and Malabar to the Hindu owned showroom for the only reason they did not want to give business to christian and muslim owned enterprises. Until very recently, these two jewelry chains monopolized middle east gold and diamond markets as far as Indian customers were concerned. The profits were ploughed back for propagation of their own faith in Kerala, or so it is believed. Kalyan was very much the need of the hour. Huge tectonic shift in customer base for all the three jewelries in last 4 to 5 years to which I bore witness. So I can personally vouch how religious sentiments can influence and impact trade volumes. In a way it pleased me that the Hindus finally learnt to support their own tribe, but at the same time it hurt that we have grown to be this mean and calculative. My personal favourite in gulf: Damas, Arab owned).

If any jewelry retain chain in India measures upto international standard, I would say it is Tanishq. It is not just about the ambience. Tanishq is clearly a cut above the rest with their neat and precise gem cutting and art work, impeccable details and finishing, elegance, exquisite collection, the tasteful ensemble and class. After Tanishq I have a feeling that a sizeable chunk of our others jewelers are nothing but crude and junk.

I am only middle class but like any shrewd middle class housewife and also middle aged housewife, i am fascinated by jewelry and i possess a little (very little) that i dutifully stash away in bank lockers. Yet i cannot resist the temptation for gold shopping at least once an year. Ask any lady!

Just caught up with the supposedly controversial Tanishq ad. I have this to say: was there a deliberate mischief in the ad making. One cannot be sure. But factoring in the nationalistic wave sweeping India, the Tata group could have exercised caution.

On retrospect i do feel that we have regressed not progressed with time. We did get away with Alaigal Oivadhillai in 1980s. Nobody mentioned Love Jehad then. The picture ran to packed house. We have had a Julie in the 70s. And the way we portray Anglo Indian women in our pictures! ‘Nootrukku Nooru’ in Tamil even if under KB banner, always makes me flinch. And what about even Mani Ratnam’s Bombay.

Love wins over caste, community, language, religion, race. You will understand this when you transcend these barriers yourself, or still better your KID does that!!!

Finally some relief for Arnab Goswami and Republic tv, and why even Sushant Singh Rajput can heave a sigh of relief in the nether world. Let Tata take flak for a while 😀

Why should it always be about religion sigh. I am getting sick of this kind of pathetic mentality.

There could be another angle to this story.

Mostly gold business and diamond trade is in the hand of Gujjus. Or Naidus, Reddis. Ever since Tanishq gained predominance in gold jewelry retailing and diamond counter sales, there is a greater transparency with the real value of the jewelry and purity having to be declared to the consumer/customer without an element of doubt. Everything is legal, on paper, 100% accounted for and mainly no ground for tax evasion. 100% transparency. Procuring the precious metal to production and sales are for public eyes. This is where our old gold mafia might be feeling the pinch. My deduction that’s all. Tanishq does not share any bonhomie with any other jeweler to my knowledge and may not belong in the union of jewelry traders, for the chief reason it is a corporate business house. There is absolutely no compromise in value for price. No jeweler liked Tanishq in my estimate but didn’t know how to bring the Tata house down. Whether the top brass gave the nod for the commercial is not clear. Hierarchywise the men at the top need not have to keep themselves abreast with the nitty gritty of advertising and marketing at the grassroots level. This is managed by the men at the base of the pyramid.

Too many loose cannon tweets and comments on such a fine man as Tata. Where did these half baked and nut cases go during Mumbai 26/11. Did n’t the same loud mouths sing Tata’s praises for his handling of the hotel affairs and staff welfare on the aftermath of the terror attack. Public memory is pitifully short!

Ok the commercial is withdrawn now. What do we do next. Get one gujju bhai to match Tata’s quality and honesty in jewelry industry. How could they with men like Nirav Modi.

If caste and religion must be deciding everything and every judgment in this country, then this nation will only be going to dogs in very short time. There is a lot to learn from the Tatas. There is a lot for the nation to be grateful to the industrious Tata family. India is blessed to have Tata. Gold standard. Pun intended.

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