Kolkata, 14 September 2025 :
As Bengal prepares to welcome Maa Durga with devotion and grandeur, Tanishq, India’s largest jewellery retail brand from the House of Tata, has launched its new festive collection Aabahon. Meaning “Invocation,” Aabahon pays homage to the artistry and traditions of Bengal while celebrating the modern Bengali woman who honours her heritage yet fearlessly redefines it.
The collection draws inspiration from Bengal’s sacred Durga Pujo traditions, particularly the Shola Pith craftsmanship symbolising purity, the divine adornments of Daaker Shaaj, and the precision of Tarakashi filigree work. Tanishq’s master artisans have reinterpreted these motifs—once reserved for the goddess—into bold, contemporary designs that merge heritage with modern sensibilities.
Aabahon spans a wide price range, offering versatile options from everyday wear to bridal jewellery, including Rani Haars, Tie Haars, Gogo Pashas, Chokers, Kaanbalas, Jhumkas and Haarams. The collection was unveiled in Kolkata by renowned actress Mimi Chakraborty alongside Mr. Arun Narayan, Vice President, Retail & Marketing, Tanishq.
The launch also marked the release of Tanishq’s Durga Pujo campaign film “Srijonis of New Bangaliyana”, directed by acclaimed filmmaker Shoojit Sircar. The film is an ode to Bengali women who embrace tradition while shaping new cultural narratives.
Speaking on the occasion, Mr. Arun Narayan, VP Retail & Marketing, Tanishq, Titan Company Pvt. Ltd., said:
“At Tanishq, we see the modern Bengali woman as a confluence of heritage and progress—rooted in tradition yet defining it on her own terms. Our Pujo campaign and the Aabahon collection celebrate this spirit. Each piece symbolises devotion, invokes the blessings of Maa Durga, and honours the splendour of Bengali culture.”
To mark the festivities, Tanishq is offering up to ₹450 off per gram on gold jewellery and up to 20% off on diamond value across all its stores in West Bengal.
With luminous textures, intricate motifs, and designs steeped in cultural symbolism, Aabahon embodies both the timeless legacy and progressive spirit of Bengal’s women inviting them to celebrate Pujo with jewellery as unique and inspiring as they are.
