Tyaani Jewelry by Karan Johar has not too long ago unveiled a brand new model marketing campaign titled ‘Forces of Tyaani’, celebrating actual ladies sporting actual jewelry. The marketing campaign options names resembling Rasika Dugal, Shweta Tripathi, Shefali Shah, Tillotama Shome, Jiya Shankar and now Kalki Koechlin.
“This marketing campaign is deeply rooted within the perception that individuality is the rarest type of luxurious,” says Shravan Satyani, inventive head and companion at Tyaani, explaining the choice technique of the model ambassadors.
Tyaani Jewelry is famend because the world’s first on-line retailer specialising in Polki-Jadau jewelry, a conventional Indian artwork kind that includes embedding uncut diamonds (often called Polki) and gems into softened gold utilizing the Jadau approach, which doesn’t depend on adhesives. The worth vary for Tyaani’s jewelry begins at Rs 26,500 and may go as much as Rs 8,319,500.
In accordance with an IMARC Group report, the general Indian jewelry market was valued at $90.40 billion in 2024 and is predicted to develop to $150.10 billion by 2033, at a CAGR of 5.2%.
The net jewelry market in India was valued at roughly $850 million in 2019 and is projected to develop to $3.7 billion by 2025, registering a CAGR of 28%, in keeping with MyWisdomLane, a jewelry progress consulting web site.
Regardless of the notable progress, the web jewelry market in India constituted solely 2.3% of the general Indian jewelry market in 2022-23. As compared, the USA and China recorded on-line jewelry penetration charges of roughly 10.3% and 9%, respectively, in 2019.
Pioneers of Polki jewelry
“Tyaani is the primary jewelry model,” says Satyani, “that was constructed with a dedication to make sure transparency and readability within the Polki jewelry trade, which is commonly lacking.”
Polki-Jadau jewelry is difficult to judge due to the absence of standardisation.
This challenge arises from the usage of irregularly formed uncut diamonds and conventional hand-setting strategies, which complicate the institution of constant high quality and pricing.
“We pioneered manufacturing strategies utilizing moulds to emboss our jewelry. That helped outline parameters of styles and sizes, which is essential for the web enterprise,” provides Satyani. Through the use of moulds to create extra constant Polki types, Tyaani immediately addressed the analysis problem, enabling clear parameters for on-line gross sales.
Since its founding as an internet retailer in 2016, Tyaani has constructed eight brick-and-mortar shops in India.
“As we began to get appreciation, we realised that it was time to begin spreading our wings offline as properly. Therefore, the growth has been fairly fast and really properly focused.”
The jewelry model has an offline presence in Ahmedabad, Lucknow, Mumbai, Pune, New Delhi, Hyderabad, Chandigarh, and Bengaluru.
Jewelry with out borders
“Tyaani’s viewers has no boundaries. It goes past demographics, geographies and generations,” explains Satyani.
Initially, it was simply the brides of India, however “I’ve seen worldwide celebrities sporting old-world Polki jewelry with a darker polish to match with that old-world Victorian look. They’re sporting our conventional polki jewelry on Western robes. So there aren’t any limitations left,” provides Satyani. Tyaani ships sizeable orders to the USA.
So as to aptly worth their items, the model has eradicated gold wastage in its designing course of, making its jewelry leaner and fewer chunky. This strategy not solely made the jewelry extra interesting to the youthful audiences but in addition introduced down pointless prices with out compromising on craftsmanship.
“Due to our approach and artwork kind, our items turned actually well-priced. I cannot say low cost, however very properly priced,” asserts Satyani.
The brand new marketing campaign: Forces of Tyaani
The model’s newest marketing campaign, Forces of Tyaani, was envisioned by Karan Johar himself. “The intention was to solidify and consolidate what the model actually embodies: authenticity, energy, transparency and individuality,” notes Satyani.
The marketing campaign options actors resembling Shefali Shah, Rasika Dugal, Shweta Tripathi, Jiya Shankar and Kalki Koechlin. “Every one in every of them is robust, represents an excessive amount of energy, and so they have an aura round them… they’re ladies with nice substance.”
In accordance with Satyani, not like typical celeb endorsement campaigns, gross sales weren’t Tyaani’s main aim.
“We solely needed to have ladies whom we regarded as much as symbolize our model. Gross sales is at all times a by-product of promoting.”
A 360-degree advertising and marketing combine
The marketing campaign spans digital and influencer collaborations, in-store storytelling and city-specific roadshows (exhibitions). “We have additionally created a small espresso desk ebook, which follows every celeb and explains how we advanced our assortment round their persona,” Satyani provides.
Tyaani will quickly be taking its whole assortment on roadshows throughout the nation. “So we will be travelling from metropolis to metropolis doing exhibitions to go and work together with new audiences and to make sure that in addition they get to benefit from the luxurious design that we have created,” he notes.
Competing with the native jeweller
Regardless of being a design-forward, international model, Tyaani doesn’t view giant retailers as its competitors. As a substitute, it focuses on pricing parity. “Our competitors is our neighbouring mom-and-pop store,” Shravan says, explaining that “with Tyaani, we priced ourselves so accurately that you’ll hardly see any distinction between us and the native jeweller”.
With India’s on-line jewelry market rife with expectations of progress, it stays to be seen whether or not Tyaani, with its polki jewelry, will drive traits and affect patterns.
Written with the View : afaqs
