Tamannaah Fine Jewellery has entered its first significant brand-building chapter, commissioning a set of bespoke pieces for sitarist Rishab Rikhiram Sharma to wear across his sold-out Sitar for Mental Health India Tour 2026. The collaboration marks the label’s first major custom commission — and its first male muse — coming at a moment when men’s jewellery is visibly gaining cultural legitimacy in India’s premium lifestyle space.
The category shift is real and accelerating. Indian men, particularly those positioned at the intersection of culture, performance, and fashion, have been steadily making jewellery a part of their public identity. Sharma has been one of the more prominent figures in that movement, regularly pairing couture ensembles from houses like JADE, Anita Dongre, and Shantanu & Nikhil with curated accessories during live performances. That visibility made him a natural fit for a brand still defining its cultural positioning.
For Sharma’s Delhi shows, Tamannaah Fine Jewellery created what it describes as the first pieces under its Originali-T bespoke offering: signature plump hoops reimagined with a Trishul motif, and a sculpted torque necklace with a custom-made Trishul drop — designs intended to be minimal and symbolic in equal measure, referencing Sharma’s own spiritual and artistic identity. The pieces were worn across his Delhi performances, which drew over 20,000 attendees at DDA Ground, Dwarka, as the finale of a 10-city tour that collectively recorded over 1 lakh in cumulative footfall and more than ₹50 crore in revenue.
Tamannaah Fine Jewellery launched in January 2026 out of a flagship store on Juhu Tara Road, Mumbai. Founded by actor Tamannaah Bhatia in partnership with her father Santosh Bhatia — who has operated in jewellery retail for over 15 years — the brand debuted three collections: Half & Half, The Flick, and Plumptious, all crafted in 14K and 18K gold with natural diamonds and gemstones. Its stated philosophy, “Beyond the Occasion,” positions fine jewellery as an everyday category rather than a wedding or event purchase. LAFFAZ covered the brand’s January launch when it first opened.
Three months in, Tamannaah Fine Jewellery is using a high-profile, culturally resonant male figure — at the peak of his current public moment — to signal range and intent beyond its core female audience. For a celebrity D2C label still establishing recall, that kind of earned association carries more weight than paid placements. It also opens the brand’s conversation toward men’s fine jewellery, a segment with growing commercial interest but still limited dedicated supply at the premium end in India.
