Tanishq Launches its Festive collection Abahon

News Desk, News Nation 360 : Bengal is filled with devotion, excitement, and festive splendour as the sacred invocation of Maa Durga reverberates throughout the region. In keeping with this, the House of Tata's largest jewellery retail brand in India, Tanishq, presents Aabahon, a festive collection that honours Bengal's renowned artistry and revels in the season's grandeur. Translated as "Invocation," the name Aabahon refers to the holy practice of summoning tradition, creativity, and divinity. It serves as a potent metaphor for women who respect their legacy while boldly influencing its future in Bengal's rich cultural fabric. The elaborately detailed item was made for Tanishq Bengali women, who not only adhere to the culture but also replicate it for themselves. Bengal's real treasure is created by women who proudly embrace their heritage and reinvent it with each daring move. They respect the past while boldly pursuing their own imagined futures. The range of jewelry takes profound inspiration from Bengal's Durga Pujo customs, with their

origins in Shola Pith Craftsmanship, the pure and spiritual connotation of which lends itself to the holiest ornamentations of Daaker Shaaj and the delicate Tarakashi filigree art, each motif now distilled by Tanishq's master artisans into statement pieces of dramatic gold, retaining heritage's poetry without sacrificing today's woman's sense of self. Ranging from varied prices to suit everyday tastes and bridal shoppers, the collection includes Rani Haar, Tie Haars, Gogo Pasha, Chokers, Kaanbalas, Jhumkas, and Haarams. The city of Kolkata witnessed a grand launch by acclaimed Bengali actress Mimi Chakraborty and Arun Narayan, Tanishq's Vice President of Retail & Marketing, accompanied by Tanishq's new Durga Pujo TVC, "Srijonis of New Bangaliyana," directed by Shoojit Sircar, a tribute to Bengali women who absorb and boldly redefine their culture. Emitting luminous textures and assertive silhouettes, the designs glorify Bengali women—Srijonis of Bangaliyana—who personify a heritage influenced by history, arts, reason, reform, and resilience, forever forging and evolving their culture with fortitude and elegance. With this compilation, Aabahon, Tanishq celebrates the indomitable spirit of the Bengali woman who keeps Bengal's soul alive while boldly forging its future, reiterating Tanishq's dedication to designing jewellery as eternally elegant, original, and motivational as she is. Arun Narayan, VP Retail & Marketing, Tanishq, Titan Company Pvt. Ltd., added that at Tanishq, they acknowledge the contemporary Bengali lady as a blend of tradition and advancement, grounded in custom but constantly reinventing it according to her own standards. This spirit, which they give to the Srijons of new Bengaliyana, is celebrated by their pujo campaign. Additionally, they are thrilled to introduce Aabahon, a line that draws inspiration from Durga Puja's spiritual artwork.

Pic - Krishnendu Kundu