# 'Won't Be Surprised If We Run Out': Tanishq Sees Surge in Jewellery Demand Amid Festive Rush
**Posted on October 15, 2025**
As the mercury dips and the air fills with the scent of marigolds and diyas, India's festive season is in full swing. Dhanteras, the auspicious kickoff to Diwali celebrations, is just around the corner, and with it comes a tradition as old as time: the rush to buy gold and jewellery. This year, however, the buzz is louder than ever at Tanishq, the flagship jewellery brand of Titan Company Ltd. With gold prices soaring to unprecedented heights—hitting Rs 1,30,000 per 10 grams—many might expect a slowdown. Instead, the opposite has happened. Demand is surging, stores are buzzing, and executives are bracing for potential stockouts. In a candid admission, Ajoy Chawla, CEO of Titan's Jewellery Division, quipped, "Won't be surprised if we run out." Let's dive into what's fueling this golden frenzy and what it means for consumers and the industry.
## A Slow Start Turns into a Stampede
The festive season didn't exactly burst out of the gates with fireworks. Early September saw a sluggish start, with consumers holding back amid economic uncertainties and those sky-high gold prices. "People were waiting for prices to cool off," Chawla explained in a recent interview. Inflation, global volatility, and the lingering effects of post-pandemic caution had many wallets firmly shut. But as Navratri approached and the calendar flipped toward October, something shifted. Consumer sentiment revived like a phoenix from the ashes, and buyers flooded back into showrooms.
Tanishq, with its sprawling network of over 500 stores across India, has been at the epicenter of this turnaround. Reports from the ground indicate double-digit growth in footfall, particularly in urban and semi-urban centers. Tier-2 and Tier-3 cities, often the unsung heroes of festive sales, are leading the charge. Families aren't just window-shopping; they're committing to big-ticket purchases—think intricate gold necklaces, diamond solitaires, and stackable bangles that symbolize prosperity and joy.
What sparked this reversal? Chawla attributes it to a classic case of FOMO—Fear Of Missing Out. "Gold prices have been on a rollercoaster, but instead of deterring buyers, they've ignited urgency," he noted. In a market where gold is more than metal—it's an investment, a heirloom, and a cultural imperative—waiting too long could mean paying even more later. This psychological nudge has turned hesitant browsers into decisive shoppers.
## Defying the Gold Price Blues
At Rs 1,30,000 per 10 grams, gold is pricier than ever, outpacing even the most optimistic forecasts. Analysts point to a cocktail of factors: geopolitical tensions, a weakening rupee, and robust global demand from central banks and investors. In India, where gold imports often strain the current account deficit, these highs could spell caution. Yet, Tanishq's experience flips the script.
Chawla revealed that the brand has ramped up supply chains to maximum capacity. "We've been preparing for months—stocking up on designs that blend tradition with modernity, from Kalyanam sets for weddings to minimalist pieces for the Gen Z crowd," he said. Lightweight jewellery, lab-grown diamonds, and customizable options are flying off the shelves, offering value without compromising on sparkle. Importantly, Tanishq's buy-back schemes and exchange programs have eased the sticker shock, allowing customers to trade in old gold at competitive rates.
This resilience isn't isolated to Tanishq. Competitors like Kalyan Jewellers and Malabar Gold & Diamonds are reporting similar upticks, signaling a broader industry rebound. The Jewellers Association estimates that festive sales could touch Rs 6 lakh crore this year, a 15-20% jump from 2024, driven by weddings and gifting. But it's the emotional pull of Diwali—the victory of light over darkness—that's truly gold-plating the season.
## Supply Chain on Overdrive: Bracing for the 'Run Out' Scenario
Behind the glamour of gleaming display cases lies a logistical ballet. Tanishq's parent, Titan Company, has leaned heavily on its vertically integrated model, sourcing from ethical mines and refining in-house. Factories in Hosur and other hubs are operating round-the-clock, with artisans crafting pieces that marry age-old techniques like Kundan and Polki with contemporary flair.
Chawla's warning—"Won't be surprised if we run out"—isn't hyperbole. Popular collections, especially those featuring pink gold or sustainable gems, have seen sell-outs in key markets like Mumbai, Delhi, and Bengaluru. Online platforms, bolstered by AR try-on features, are amplifying the rush, with e-commerce sales up 30% year-on-year. To mitigate shortages, Tanishq is deploying quick-restock teams and even airlifting inventory to high-demand zones.
For consumers, this means acting fast. "If you're eyeing that perfect Diwali gift, don't wait," advises Chawla. "Our teams are monitoring demand hourly, but the festive spirit is unpredictable."
## What This Means for the Future of Indian Jewellery
This surge isn't just a seasonal blip; it's a barometer of India's evolving consumer landscape. Urban millennials and Gen Z are reshaping the market, favoring pieces that tell a story—ethically sourced, eco-friendly, and Instagram-worthy. Tanishq's push into experiential retail, with pop-up ateliers and personalization stations, is paying dividends. Meanwhile, the diamond segment is booming, with natural and lab-grown stones offering alternatives to traditional gold-heavy buys.
Economically, it's a boon. The gems and jewellery sector employs over 5 million people, many in artisanal clusters like Jaipur and Surat. A strong festive quarter could stabilize jobs and exports, which account for 7% of India's total shipments.
Yet, challenges loom. Volatile prices could extend into the wedding season, and sustainability concerns are gaining traction. Tanishq's commitment to traceability and recycling positions it well, but the industry must innovate to stay ahead.
## Wrapping Up the Festive Glow
As Diwali lights flicker on October 20, Tanishq's stores will be more than retail spaces—they'll be hubs of celebration, aspiration, and unbridled joy. Chawla's lighthearted quip underscores a deeper truth: in India, gold isn't deterred by price tags; it's fueled by tradition and hope. Whether you're hunting for a mangalsutra or a simple pendant, the message is clear—embrace the rush before the shelves sparkle empty.
This festive season, let Tanishq remind us: sometimes, the fear of missing out is the best motivator for making memories that last. Happy shopping, and may your Diwali be as radiant as the finest karat.
*What are your festive jewellery plans? Drop a comment below—we'd love to hear!*
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*Sources: Insights drawn from recent executive statements and industry reports. For the latest on Titan Company, visit their official channels.*
