Rivaah by Tanishq, the wedding-jewellery arm of the Tanishq brand, has launched Wedding Signatures - a collection of complete bridal jewellery trousseaus built around seven distinct Indian bridal communities: Tamil, Telugu, Bihari, Rajasthani/Marwadi, Gujarati, Marathi, and Pan India/Metro. The collection is grounded in Rivaah's observation that today's bride embraces her cultural roots while expressing them in her own individual way.
The Shift Behind the Collection
A modern wedding typically unfolds over 8 to 12 months, during which the bride makes choices across destination, venue, functions, fashion, photography, décor, beauty, and jewellery. This has changed how brides approach jewellery too - rather than relying on one single set, many now choose pieces suited to individual occasions and functions. Wedding Signatures was designed to meet this shift, offering a complete jewellery wardrobe built around the different moments of the wedding journey. The collection was developed by Tanishq's Design Excellence Centre (DEC), combining regional understanding, design expertise, and craftsmanship across all seven bridal traditions.
What Each Regional Trousseau Includes
Every bridal look carries its own distinctive jewellery vocabulary:
Marathi trousseau: Vati Mangalsutra, Tushi necklace, Vajra Teek Choker
Rajasthani/Marwadi trousseau: Borla, Tevta, Aad, Panchlada Haar
Gujarati trousseau: Chandan Haar, Dodi, Mor, Keri
Tamil & Telugu trousseaus: Distinctive South Indian and temple-inspired forms
Pan India/Metro trousseau: A contemporary look for brides drawing on multiple cultural influences
Additional pieces across the collection: Kaleeras, Matha Patti, Vankis, Surya and Chandra, Nethi Chutti, and Mattal, alongside modern interpretations of established regional jewellery codes
The launch is supported by the campaign "One Wedding. Many Stories," which extends the collection into a wider wedding ecosystem through destination, photography, and film. Celebrated wedding photographer Joseph Radhik has captured select bridal looks at the Taj Jai Mahal Palace, Jaipur, while filmmaker Shoojit Sircar brings the stories to life through a. Pelki Tshering, Chief Marketing Officer at Tanishq, said the collection reflects how every choice a bride series of regional films.
For the South market, actor Anupama Parameswaran fronts the campaignmakes - from destination to jewellery - shapes the experience she envisions for her wedding, and that the campaign brings that vision into a fuller expression of the celebration.