As the sacred invocation of Maa Durga echoes through Bengal, the air comes alive with devotion, anticipation, and festive splendour. In this spirit, Tanishq, India’s largest jewellery retail brand from the House of Tata, unveils Aabahon, a festive collection that pays homage to Bengal’s revered artistry and celebrates the grandeur of the season. The name Aabahon translates to “Invocation”, the sacred act of calling forth divinity, creativity, and tradition. In Bengal’s rich cultural tapestry, it stands as a powerful metaphor for women who honour their heritage while fearlessly shaping its future. Crafted with intricate detailing for the Tanishq Bengali Women who not only follows the culture, but she recreates it for herself. The true gold of Bengal is forged by women who wear their roots with pride and reimagine tradition with every bold step. They honour the past but walk fearlessly into futures of their own making.
The collection draws its soulful artistry from Bengal’s Durga Pujo traditions. It is inspired by the Shola Pith Craftsmanship that symbolises purity, beauty, and the spiritual energy of the festival, the sacred adornments of Daaker Shaaj and the intricate precision of Tarakashi filigree work. Each motif, once reserved for the divine, is reimagined by Tanishq’s master craftsmen into bold, contemporary gold creations that preserve the poetry of heritage while speaking to the modern woman’s sense of belonging. The collection spans a wide price ladder to suit everyday styles and bridal buyers alike, ranging from Rani Haar, Tie Haars, Gogo Pasha, Chokers, Kaanbalas, Jhumkas and Haarams. The collection was unveiled by the renowned Bengali actress Ms Mimi Chakraborty and by Mr. Arun Narayan, Vice President, Retail & Marketing of Tanishq. Additionally, Tanishq launched its latest Durga Pujo TVC titled, “Srijonis of New Bangaliyana” directed by Shoojit Sircar an ode to Bengali women who not only embrace culture but also have the courage to redefine it.
Radiating with luminous textures, confident silhouettes, and a design language that celebrates the Srijonis of Bangaliyana, the creators of the bengali culture, pure gold of Bengal, in both craftsmanship and spirit, the collection adorns the power of tradition while being led by the spirit of today. Rooted in Bangaliyana, the Bengali woman embodies a legacy shaped by history, enriched by the arts, and guided by reason, reform, and resilience. From the earliest women empowerment movements to the quiet strength of everyday choices, her spirit has always been that of a creator. She does more than preserve or interpret her heritage, she confidently reimagines it, crafting a culture that is distinctly her own. With Aabahon, Tanishq celebrates this enduring spirit, honouring the woman who carries forward the soul of Bengal while fearlessly shaping its future, and reaffirming its commitment to creating jewellery that is as timeless, unique, and inspiring as she is.
Mr. Arun Narayan, VP Retail & Marketing, Tanishq, Titan Company Pvt. Ltd. added, “At Tanishq, we recognise the modern Bengali woman as a confluence of heritage and progress, rooted in tradition yet continually redefining it on her own terms. Our pujo campaign celebrates this spirit that we dedicate to the Srijons of new Bengaliyana. We are also excited to present Aabahon, a collection inspired by the sacred artistry of Durga Puja. Each piece of jewellery brings alive symbols of devotion, invoking blessings of Ma Durga, and celebrates bengali culture and the splendour of Durga puja.”
In honour of the Pujo festivities, Tanishq is offering up to Rs. 450 off* per gram on gold jewellery and upto 20% off* on diamond value. Available at all Tanishq stores across West Bengal, the collection invites customers to embrace the festive spirit with exquisitely crafted pieces that honour Bengal’s rich cultural heritage.
