Titan bets on coloured gems to spur entry-level jewellery demand

₹40,000-2.5 lakh range. Nearly 70% of the collection carries a sub- ₹2.5 lakh tag.India's jewelley demand remains anchored in weddings and festivals, but it's increasingly being reshaped by millennials, who are keen on lightweight designs, gemstone-led fusion pieces and craftsmanship.The company already offered coloured gemstone jewellery, largely rooted in traditional designs.

With ‘Hues’, it is pivoting towards more contemporary design pieces in 18-karat gold.“There has been a clear rise in consumer interest in gemstones over the last few years,” said Arun Narayan, chief executive officer of Titan’s jewellery division in an interview with Mint. “While coloured stones have always been part of traditional jewellery, the category remains underexplored, and we see an opportunity to bring something new to consumers.”Industry executives say the shift is being driven by changing consumer preferences.

“Over the past few years, we’ve seen a clear move towards coloured gemstones, particularly as consumers explore alternatives beyond diamonds,” said D.P. Khandelwal, convenor of the coloured gemstones panel of the Gem and Jewellery Export Promotion Council.

“Rarer gemstones tend to hold and even appreciate in value, which is also attracting investor interest.”The push comes as rising gold prices weigh on demand in lower-priced segments across the industry. While higher-ticket purchases continue to gain traction, entry-level growth has slowed, pointing to affordability pressures and a gradual shift toward premiumization.The launch timing is significant as it comes ahead of Akshaya Tritiya, considered an auspicious period for jewellery buys in India, and it typically drives a large share of quarterly sales.“Our latest consumer