Tanishq, the jewellery arm of Titan Industries, is expecting its festive sales to stem more from its high-end jewellery range; diamond jewellery over gold jewellery, as reported in the media. The company is working at increasing its product range in the high-value diamond jewellery range. Around 25 percent of the company’s jewellery portfolio is diamond jewellery, which is on the growth stage. The company believes diamonds are more in demand and turn more profitable as they have a lower resale value.

The company believes that although with the steep rising gold prices, gold jewellery is being looked upon as an investment, there are the affluent lot who purchase jewellery for the sake of its appeal and not just as an investment. It is these that the company is targeting this festive season. It currently has a brand named Zoya, dedicated to the high-end diamond jewellery range. The company believes the festive season would be good and has lined up some promotional initiatives to rope in the discerning customer, reports add.