Tanishq Aria set for US market

bangalore: titan''s jewellery arm tanishq is ready for its us foray with the seven-stone diamond collection aria. the collection will be distributed through us company highglow which caters to the ethnic indian and asian population there. jacob kurian, coo, tanishq, told the times of india that the collection will be sold under the tanishq name with no sub-branding so as to cash in on the brand equity tanishq enjoys.the launch coincides with mother''s day on may 3. this move is significant for the company as it will be a first stage in testing when to roll out franchised tanishq stores there as well as in the uk, as reported in this newspaper recently. highglow has four stores in the us and tanishq will launch initially in los angeles, followed by berkeley, detroit and atlanta. highglow has been around for 27 years and will retail the brand on the web as well. tanishq retails in the uae through a shop-in-shop but with this foray, has become the first big indian jewellery company to have a presence in the us. the market for ethnic indian jewellery is estimated to be about $500 million and is popular among people from india and neighbouring countries. tanishq, however, hopes to capture some part of the local american market as well since most of its collections have a contemporary look which it believes will appeal to an international audience.