Though the company did not divulge the details of the materials used, Ajoy Chawla, CEO, Titan Jewellery, told ET “We have been experimenting in reducing the product weight which will be achieved through a mix of material, technology and design innovations. The objective is to develop a substantial range of products that will be the lightest weight when compared with equivalent jewellery elsewhere and thereby offer the best value to customers, given the substantial increase in gold prices over the last two years.”

Gold prices have risen 37% in last two years. In July 2019, price of gold was Rs 34,910 per 10 gm and it shot up to Rs 47, 590 per 10 gm in July 2021. Price of the yellow metal had crossed Rs 57,000 per 10 gm in August 2020.

“Designs of lower weight would span across multiple categories under different workmanship types — machine made as well as handmade jewellery including Calcutta style filigree, kundan jewellery and temple jewellery. These lightweight products are expected to be available across all Tanishq stores over the next few months,” said Ajoy Chawla CEO.