Tanishq introduces 'Diamond Purity Campaign'

Company release, February 1, 2005

New Delhi

Tanishq, India's leading jeweller, has announced an exciting Diamond Purity Education campaign across all its boutiques between 28th January'05 & 20th February '05. During the campaign phase Tanishq is also offering upto 25% discounts on diamond jewellery providing an enviable opportunity for customers to own exquisite Tanishq diamond Jewellery at great prices. A key constituent of the campaign will be the introduction of 'Tanishq Diamond Zone' at all Tanishq boutiques from 31st January'05 onwards with the aim to educate Diamond Jewellery lovers about the basics that need to be considered during purchase of this precious stone.

Announcing the offer, Ms. Ruchira Puri, Head - Category, Design & Marketing, Tanishq said, "The campaign is designed to educate customers about the quality of diamonds that are available in the market today. As a leading national jeweller, Tanishq has undertaken this initiative to spread awareness about the existence of Diamond grading standards and how Tanishq uses them to ensure that they continue offering the best value for money to its consumers."

The campaign will spread awareness about the grading of diamonds on the basis of the 4Cs - Cut, Colour, Clarity and Carat of the gemstone. The 10x lens tool kits alongwith a set of 4 diamonds to be provided at Tanishq Diamond Zone will clearly help understand the clarity and the colour C's of diamonds. Customers can see for themselves differences between diamonds of H & J Colour or the differences between one of VVS1 and one of SI3 clarity using the tool kits.

"Currently the aspiring diamond buyer is not only wary of the high cost of owning a diamond but also unsure about choosing quality diamonds. Purity in diamonds, unlike in the case of gold, is still a very esoteric concept. Very few people are actually aware of the science involved and parameters on which the purity of diamond depends. Through this campaign Tanishq aims to tell unsure customers that diamond purity is an exact science and strictly adhered to at Tanishq" added Ms. Puri.

The campaign further aims to assure the consumers of the internationally accepted norms and stringent Grading Standards followed by Tanishq to offer the very best to its consumers. Evaluated using the latest state-of-the-art technology, each diamond at Tanishq is painstakingly assessed and selected by highly skilled diamond graders before receiving the Tanishq stamp of approval. Thereby delivering assured trust and faith in purchase of a Tanishq diamond. So next time you buy Diamond Jewellery from Tanishq and are handed over the Tanishq 'Certificate of Authenticity' be rest assured that Tanishq stands by the promise of purity.

Diamond Grading at Tanishq:

Tanishq takes meticulous steps in correctly determining the 4Cs of each of its diamonds. The 'Colour' of each diamond is determined using severe grading standards of the GIA (Gemological Institute of America - internationally recognized as the world's foremost authority in Gemology) scale from "D" (colourless) to "Z" (intense yellow). Perfected to precision, Tanishq grades its diamonds as per the GIA scale of VVS1 (Very very small inclusions) to SI3 (Small Inclusions). Further getting down to the most minute and accurate level of measurement at 1/1000th of a gram, Tanishq makes sure that the 'Caratage' is close to absolute perfection. Finally Tanishq diamonds are 'Cut' according to rigidly enforced measurement and precision standards, ensuring maximum reflection and refraction of light to bring out the optimum sparkle.

About Tanishq:

Tanishq, India's only national jeweller offers gold and gem-set jewellery (in 22 and 18 carat gold) in over 6000 traditional, western and fusion looks. The jewellery is manufactured in a fully integrated manufacturing plant with state-of-the-art equipment. The Tanishq retail chain currently includes 69 exclusive boutiques in 53 cities, making it India's first and largest jewellery retail store chain.

For further information, please contact:

Ira Arora

Account Executive

Vaishnavi Corporate Communications

F-47, South Ex-Part - I, New Delhi - 110 049. INDIA

Mobile: 98112 88862/ 9810790830

Telephone: 011 - 24655952 - 53, Extn. 523

Fax: 011 - 24655963