As Bengal comes alive for the celebration of Durga Pujo, Tanishq, India’s largest jewellery retail brand from the House of Tata, unveils Aagomon, its latest festive jewellery collection. Aagomon celebrates the many meanings of the season — the arrival of Pujo, the arrival of Maa Durga, and the arrival of the woman herself at the threshold of something new.
Fronted by beloved Bengali actor Mimi Chakraborty, the collection draws inspiration from the architectural artistry of Bengal’s Rajbaris, reimagining the distinctive arches of these historic homes as symbols of transition, possibility and new beginnings. These arches become metaphors for the journeys of contemporary Bengali women, who honour where they come from while defining where they want to go. Aagomon celebrates the Srijonis who have crossed these arches of possibility, carved their own paths, made their mark and, in doing so, created change and made a difference in the world around them.
The collection translates the grandeur of Bengal’s Rajbari arches into Haarams, Sitahars, Chokers, tie haars and necklaces, brought to life through intricate detailing, contemporary silhouettes and motifs inspired by the architectural language of Bengal’s Rajbaris, including arch carvings, wrought iron inlays, and wood stucco work. Each piece brings together Bengal’s rich visual heritage with a contemporary expression of festive jewellery, created for the Srijoni of Notun Bangaliyana- a woman who carries her roots with pride while embracing new possibilities, defining her own path and shaping who she is becoming.
At the heart of Aagomon is the Srijoni of Notun Bangaliyana — women who carry Bengal’s heritage forward while continually creating what comes next. Deeply rooted in where they come from, they are not defined by tradition alone; they reinterpret it, make it their own and find new ways to express who they are. They cross the arches of the familiar into new possibilities, charting their own paths and shaping their own stories. Through Aagomon, Tanishq celebrates this spirit of becoming — the journey of the contemporary Bengali woman as she moves from tradition to self-expression, from inherited narratives to new perspectives, and from what has been to what could be.
Speaking on the launch, Ms. Pelki Tshering, Chief Marketing Officer, Tanishq, said, “The Srijoni has always been someone who wears her tradition with confidence, but also isn’t afraid to write her own story. Aagomon speaks to exactly that spirit — a woman who steps into every new chapter of her life with intention. With this collection, we wanted to move beyond the ornamental idea of festive jewellery and root it in something more emotional — the feeling of arrival, of possibility, of becoming. Every design decision, from the arches to the detailing, was built around that emotional truth. Aagomon is as much a mindset as it is a collection.”
Expressing her excitement on the association, Ms. Mimi Chakraborty added, “When I first heard the idea behind Aagomon, it felt very personal to me. I think every Bengali woman knows what it means to hold on
to where she comes from while still pushing herself towards something new — that’s exactly who a Srijoni is. Being part of this collection feels like an extension of my own journey, and I am so glad Tanishq is choosing to celebrate women like this.”
Alongside Aagomon, Tanishq introduces Srijoni Shomman, a first-of-its-kind annual platform that celebrates the Srijonis shaping Bengal through their work, ideas, courage and contribution. Rooted in the spirit of Notun Bangaliyana, the platform will recognise women from across Bengal whose stories reflect the many ways in which women have challenged convention, created change and opened new possibilities for those who follow.
The inaugural edition of Srijoni Shomman will bring these stories into focus through a distinguished jury of three women who embody different facets of the Srijoni of Notun Bangaliyana — Ms. Pelki Tshering, Chief Marketing Officer, Tanishq; Ms. Mimi Chakraborty, actor and the face of Tanishq’s Bengal campaign; and Ms. Nandita Das, acclaimed actor, filmmaker and social advocate. Together, their journeys reflect women who are rooted in their identity while continually creating new possibilities through their work, choices and voices. They will identify and honour women from across Bengal whose journeys embody the spirit of the Srijoni. Culminating in March 2027, the initiative will build towards a moment of recognition for women across Bengal.
