Kolkata: As the sacred invocation of Maa Durga reverberates across Bengal, the festive spirit comes alive with devotion, anticipation, and splendour. In this auspicious season, Tanishq, India’s largest jewellery retail brand from the House of Tata, has unveiled Aabahon — a festive jewellery collection that pays homage to Bengal’s revered artistry while celebrating the grandeur of Durga Puja.
The name Aabahon, meaning invocation, is a metaphor for calling forth divinity, creativity, and tradition. Rooted in Bengal’s cultural ethos, the collection stands as a tribute to women who honour their legacy while fearlessly shaping the future. Crafted with intricate detailing, Aabahon reflects the spirit of the Bengali woman who does not merely follow tradition, but reinterprets and recreates it for herself — carrying the soul of Bengal with pride while boldly stepping into tomorrow.
Inspired by Bengal’s Sacred Artistry
Drawing inspiration from Durga Pujo traditions, Aabahon reflects the essence of Bengal’s heritage. The collection incorporates:
- Shola Pith Craftsmanship – symbolising purity and divine beauty.
- Daaker Shaaj – sacred adornments that signify devotion.
- Tarakashi Filigree Work – intricate artistry reimagined in contemporary forms.
Motifs once reserved for deities have been transformed by Tanishq’s master craftsmen into modern gold creations that preserve the poetry of heritage while appealing to today’s lifestyle-conscious woman.
The collection spans a wide price range, catering to both everyday wear and bridal trousseaus. It features Rani Haars, Tie Haars, Gogo Pashas, Chokers, Kaanbalas, Jhumkas, and Haarams — each piece radiating luminous textures, confident silhouettes, and timeless elegance.
A Star-Studded Unveiling
The launch in Kolkata was graced by renowned Bengali actress Mimi Chakraborty and Arun Narayan, Vice President – Retail & Marketing, Tanishq. Alongside the unveiling, Tanishq also released its latest Durga Pujo TVC titled “Srijonis of New Bangaliyana”, directed by acclaimed filmmaker Shoojit Sircar.
The campaign is an ode to the women of Bengal who embody the spirit of Bangaliyana — women who not only embrace their heritage but also redefine it with courage and creativity.
A Tribute to the Spirit of Bangaliyana
Celebrating the Srijonis of Bangaliyana — the creators of culture and carriers of Bengal’s legacy — Tanishq highlights the Bengali woman’s enduring role as both preserver and innovator. From historic reform movements to modern empowerment, she has been at the forefront of shaping tradition into a culture uniquely her own.
Speaking at the launch, Arun Narayan said:
“At Tanishq, we recognise the modern Bengali woman as a confluence of heritage and progress, rooted in tradition yet continually redefining it on her own terms. Our Pujo campaign celebrates this very spirit. With Aabahon, we bring alive the sacred artistry of Durga Puja — each piece invoking blessings of Maa Durga while celebrating the splendour of Bengali culture.”
Festive Offers for Pujo
To mark the festive season, Tanishq has announced up to ₹450 off per gram on gold jewellery and up to 20% off on diamond value*. The Aabahon collection is now available across all Tanishq stores in West Bengal, inviting customers to embrace the grandeur of Durga Puja with jewellery that is as timeless as the spirit of Bengal.
