Tanishq is a TATA group company that has set high standards in jewellery. Though the jewellery range was introduced to earn foreign exchange to run the Titan watch business, it has evolved into a fashion jewellery major on its own steam. The 22 carat gold and platinum jewellery range has elegant designs and new concepts such as detachable diamonds, bracelets-cum-necklaces, spiritual pendants with holy scriptures and recently, Mia – 18K designs for the working woman. While the rings are priced around Rs. 21,000 each, the diamond and pearl necklaces cost over Rs. 2 lakh each. A big kundan set is priced between Rs. 3-4 lakh. If the ornament sports an intricate design, the price increases. However, the quality and purity of gold is unquestioned. Platinum bracelets, earrings, diamonds set in 18 carat gold, diamond and gold pendant sets and the gold kadas are very popular.