THIS AADI, TANISHQ CELEBRATES THE PUDHUMAI PENN THROUGH NARUMUGAI, A MALLIPOO INSPIRED UNCUT DIAMOND COLLECTION FOR THE MODERN TAMIL WOMAN
Inspired by the timeless beauty of Mallipoo, Narumugai reimagines South India’s cherished jewellery traditions through contemporary Uncut Diamond craftsmanship, celebrating the spirit of the Pudhumai Penn, the modern Tamil woman who is rooted in heritage and confident in her individuality.
Chennai, 30th July, 2026: Tanishq, India’s largest jewellery retail brand from the House of Tata, celebrates the spirit of Aadi with the launch of Narumugai, its first ever Uncut Diamond Open Polki collection created exclusively for the South Indian market. Inspired by the timeless beauty and cultural significance of Mallipoo (jasmine), the collection transforms one of South India’s most cherished symbols into contemporary jewellery, bringing together heritage, craftsmanship and modern design.
Aadi has long been a season of auspicious beginnings, prosperity and celebration across Tamil Nadu. This year, Tanishq celebrates the occasion through the language of design, presenting a collection inspired by the everyday lives, traditions and memories of South Indian women. For generations, Mallipoo has symbolised grace, femininity and belonging, adorning hair, homes and celebrations while evoking nostalgia and joy.
The season also celebrates the spirit of the Pudhumai Penn, the modern Tamil woman who embraces her heritage with pride while confidently shaping her own identity. Rooted, radiant and resilient, she embodies strength, affection, beauty and intellect. She carries forward the traditions that have shaped her while expressing herself with confidence and individuality. Narumugai is a tribute to this spirit, transforming the enduring cultural icon of Mallipoo into exquisite jewellery crafted in 18K gold with superior quality Uncut Diamonds. The collection offers a fresh expression of South Indian identity through designs that celebrate both tradition and contemporary sensibilities.
Drawing inspiration from the many forms and expressions of jasmine, from delicately unfolding buds and blooming flowers to the intricate ways the flowers are woven into garlands and worn, the collection captures the flower’s organic beauty through intricate craftsmanship. Familiar South Indian jewellery silhouettes including the Attigai, Mango Maala, Haaram and other iconic forms have been thoughtfully reimagined using contemporary design language, allowing the soft, natural radiance of Uncut Diamonds to shine through while preserving the cultural essence of each piece.
At the heart of the collection lies Tanishq’s interpretation of Open Polki, a contemporary expression of India’s rich legacy of uncut diamond jewellery. Unlike faceted diamonds, Uncut Diamonds retain their natural form, revealing their organic textures and subtle glow. Every stone is unique, making every piece one of a kind. Through exceptional craftsmanship, meticulous detailing and thoughtfully curated combinations with precious gemstones and pearls, Tanishq brings a refined aesthetic to this Mallipoo-inspired collection while staying true to regional design sensibilities.
Starting at Rs.40,000, Narumugai offers an extensive assortment across necklaces, chokers, haars, earrings, bangles, bracelets, rings, pendants and bridal jewellery, making it an ideal choice for festive occasions as well as meaningful everyday celebrations. With this collection, Tanishq continues to strengthen its leadership in design innovation by creating jewellery that is culturally rooted.
contemporary in expression and crafted to celebrate the evolving aspirations of South Indian consumers.
Speaking on the launch, Arun Narayan, Chief Executive Officer, Jewellery Division, Titan Company Limited, said, “Tamil Nadu has always held a special place in Tanishq’s journey. The region’s rich cultural heritage and the evolving aspirations of its consumers continue to inspire our design philosophy. With Narumugai, we are proud to introduce Tanishq’s first Uncut Diamond collection created exclusively for the South Indian market. Inspired by the timeless beauty of Mallipoo, the collection reinterprets iconic regional jewellery forms through contemporary design while celebrating the natural character of Uncut Diamonds. Narumugai reflects our commitment to advancing the Uncut Diamond category through exceptional craftsmanship, superior quality stones and meaningful design that resonates with the modern South Indian woman. As we continue to innovate while remaining deeply rooted in culture, we aim to create jewellery that is relevant, distinctive and timeless for every generation.”
Celebrate the joy of Aadi with Tanishq and discover Narumugai, a collection that transforms a cherished cultural memory into timeless contemporary jewellery. Crafted with superior quality Uncut Diamonds in 18K gold, every creation reflects exceptional craftsmanship while celebrating the beauty of South Indian heritage. Customers can enjoy up to 601 per gram off on plain gold jewellery* as part of Tanishq’s limited period Aadi festive offers. They can also make their festive purchases even more rewarding through Tanishq’s trusted Gold Exchange programme, which allows customers to exchange old gold from any jeweller, across purities as low as 9KT, through a transparent, process-driven process that unlocks the best value. Trusted by over 36 lakh customers, the programme offers a seamless way to upgrade heirloom jewellery or invest in a new festive purchase with complete confidence.
Visit your nearest Tanishq store this Aadi to explore the Narumugai collection and experience Tanishq’s festive offers and trusted Gold Exchange programme.
About Tanishq:
Tanishq, India’s most-loved jewellery brand from the TATA Group, has been synonymous with superior craftsmanship, exclusive designs and guaranteed product quality for over two decades. It has built for itself the envious reputation of being the only jewellery brand in the country that strives to understand the Indian woman and provide her with jewellery that meets her traditional and contemporary aspirations and desires. To stress on their commitment to offer the purest jewellery, all Tanishq stores are equipped with the Karatmeter which enables customers to check the purity of their gold in the most efficient manner. The Tanishq retail chain currently spreads across 500+ exclusive boutiques in more than 300 cities.