Tamannaah Fine Jewellery, founded by actor and entrepreneur Tamannaah Bhatia, is embarking on an unconventional retail journey through a partnership with Khazana, Taj's curated luxury retail destination. The collaboration marks the brand's retail debut and will span 10 Indian cities, giving Tamannaah Fine Jewellery its first organised retail footprint since the brand's founding in 2024.
For a label built around contemporary, versatile design, choosing Khazana's hospitality-led retail network over a conventional standalone store rollout is itself framed as part of the brand's unconventional approach.
Rollout Cities and Retail Structure
The expansion begins in the capital and moves outward to key metros across the country:
The rollout launched at Khazana inside the Taj Mahal, New Delhi, serving as the brand's first retail location
It will extend to markets including Bengaluru, Chennai, Kolkata, and Hyderabad, among other cities, allowing the brand to engage diverse regional audiences while keeping a consistent retail experience across Khazana stores
Khazana will serve as the exclusive retail outlet for Tamannaah Fine Jewellery collections under this partnership, meaning the brand's pieces will not be sold through any other multi-brand retail channel for now
The brand follows a "Beyond the Occasion" positioning, with collections designed for both everyday wear and special-occasion styling, reflecting a shift away from jewellery bought only for weddings or festivals
What the Partners Said About the Collaboration
Tamannaah Bhatia described the partnership as more than a retail expansion, calling it a continuation of the brand's intent to take fine jewellery beyond conventional occasions and familiar ways of wearing it. She added that the collaboration marks a step toward reaching new cities and audiences through an alternative retail route, with the brand's approach centred on creating jewellery that is refined and versatile for contemporary lifestyles.
From Khazana's side, Faisal Momen, Vice President, Khazana, said the brand has always endeavoured to present the finest of Indian craftsmanship in a way that feels both relevant and enduring, and that its association with Tamannaah Fine Jewellery brings together a shared respect for design, quality, and craftsmanship.
Anmol Ahluwalia, Area Director, Operations and General Manager, Taj Mahal, New Delhi, added that the launch, unveiled at Khazana within the iconic Taj Mahal, celebrates the coming together of exceptional craftsmanship and contemporary design, positioning Khazana as the exclusive home for the brand's collections and offering Taj's guests fine jewellery for both everyday elegance and special occasions.
The partnership is described as a meeting of two brands willing to take an uncharted path: Khazana redefining luxury retail through curation and hospitality-led experience, and Tamannaah Fine Jewellery challenging conventional perceptions of how fine jewellery can be designed, styled, and worn.