A Tribute to the Women of Bengal
14th October 2023: The rhythmic beats of ‘Dhak’ reverberate, and the soul-stirring Pujo shankha songs fill the air—the spirit of Pujo is in the air. As Bengal eagerly awaits its most treasured celebration, Tanishq, India’s largest jewellery retail brand from the house of TATA, proudly unveils its exclusive Pujo collection – ‘Aishani’, a tribute to the spirit of Shakti embodied in every Bengali woman, represented through various avatars of Maa Durga and ‘The Real Aishanis of Bengal’.
The ‘Aishani’ collection is inspired by Pujo’s essential elements—the fragrant shiuli and kash phool blossoms, and the vibrant Pujo pandals. Aishani by Tanishq embodies unmatched craftsmanship, presenting handcrafted gold jewellery adorned with ornate design motifs and intricate filigree work.* The collection was introduced by the celebrated Bengali actress, Ms. Mimi Chakraborty, at an exclusive launch event at ITC Royal Bengal, Kolkata.
In a heartfelt tribute to this year’s Durga Pujo, Tanishq proudly stands by contemporary women, amplifying their voices. The collection warmly honours the inspiring stories of resilient Bengali women like Jhulan Goswami, Sahana Bajpaie, Paromita Banerjee, and Mimi Chakraborty.
Jhulan Goswami, a former fierce Indian fast bowler, Sahana Bajpaie, contemporary Rabindra Sangeet vocalist along with Paromita Banerjee, who leads a sustainable design brand dedicated to empowering weavers; and Mimi Chakraborty, who has adeptly etched her identity in reel and real world.
Alongside, it unveils the Aishani platform, dedicated to recognizing and celebrating the women of Bengal. Encouraging nominations of women challenging societal norms, this platform serves as a wellspring of inspiration, recognizing remarkable achievements. It also reaffirms Tanishq’s commitment to celebrate Bengal’s women and contribute to a more harmonious and equitable society, drawing profound inspiration from Maa Durga.
The collection is a range of gold jewellery masterfully crafted by karigars. Chokers with floral motifs set against the soulful details of pandals, adjustable tie-haars, kaan-earrings with twisted wire straps and dainty stamps and bangles that chime with elegant enamel designs.
Epitomizing the fusion of tradition, artistry, and innovation, 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 20%* off on Making Charges of Gold and on Diamond Jewellery Value. Offer valid for a limited period only.
Mr. Alok Ranjan, Regional Business Manager – East, Tanishq, Titan Company Limited, said, “This year, with our Pujo collection, we’re embracing the unwavering spirit that resides in every Bengali woman—a spirit that mirrors the strength of Goddess Durga herself. The strength propels them to break barriers, forge new paths, and uplift not only themselves but also those around them. At Tanishq, we’re amplifying their remarkable stories and spotlighting their dynamic, culturally rich personas. Our Pujo collection isn’t just an homage to them; it’s also a celebration of the festival itself. Aishani narrates tales of these exceptional women who stand out courageously, empowering and inspiring others along the way.”
Speaking on the occasion, Ms. Mimi Chakraborty, a celebrated Bengali actress said, “Tanishq’s exquisite Aishani collection for Pujo is a heart-warming celebration capturing the essence of this vibrant festival. It beautifully encapsulates the belief that every woman possesses the power to craft her own unique story. In the tapestry of Bengal, where the tales of strong and resilient women unfurl, Tanishq’s initiative to honour these self-made women shines brightly. Their efforts are not only commendable but also a source of inspiration for the contemporary Bengali woman of our times. Drawing inspiration from the delicate ‘shiuli phool,’ the graceful ‘kash phool’, and the grandeur of ‘pandals,’ these intricate floral motifs evoke a sense of nostalgia while remaining profoundly relevant to Bengali culture. As we step into the Pujo celebrations this year, Tanishq’s Aishani casts a radiant glow onto the festivities, reminding us of our cherished traditions and the strength of the modern Bengali woman.”
Tanishq, India’s most-loved jewellery brand from the TATA Group, has been synonymous with superior craftsmanship, exclusive designs and guaranteed product quality for over two decades. It has built for itself the envious reputation of being the only jewellery brand in the country that strives to understand the Indian woman and provide her with jewellery that meets her traditional and contemporary aspirations and desires. To stress on their commitment to offer the purest jewellery, all Tanishq stores are equipped with the Karatmeter which enables customers to check the purity of their gold in the most efficient manner. The Tanishq retail chain currently spreads across 400+ exclusive boutiques in more than 220 cities.