Tanishq’s 22K gold price topped Joyalukkas and Malabar by ₹45 per gram
On September 28, 2026, Tanishq listed 22K gold at ₹14,040 per gram versus ₹13,995 at Joyalukkas and Malabar Gold & Diamonds. Tanishq’s 24K rate was ₹15,316 per gram, ₹49 above Malabar’s ₹15,267.
The brand move
Tanishq listed 22K gold at ₹14,040 per gram on September 28, 2026, while Joyalukkas and Malabar Gold & Diamonds quoted ₹13,995. Malabar quoted 24K gold at ₹15,267 per gram, while Tanishq stood at ₹15,316.
The numbers
- September 28, 2026
- ₹13,995 per gram
- ₹14,040 per gram
- ₹15,267 per gram
- ₹15,316 per gram
Why it matters for the brand
Tanishq’s ₹45-per-gram 22K premium signals confidence in brand-led pricing, but store teams should reinforce trust, design differentiation and buyback value to defend conversion against lower-priced rivals.
What to track next
- The premium remaining above roughly ₹40-₹50 per gram for multiple daily rate cycles.
- Changes in making charges, wastage, exchange bonuses or cash-discount offers that alter the effective all-in gap.
- Tanishq store-footfall, conversion, average grams per invoice and bridal-order indicators during festive and wedding demand.
- Competitor advertising explicitly comparing daily gold rates or highlighting price parity.
- A widening international/domestic gold-price rally, which raises buyer sensitivity to even modest per-gram differences.
The counter-case
A ₹45–₹49 per gram headline-rate gap is small relative to gold-price volatility and can be outweighed by making charges, wastage, discounts, exchange offers, buyback terms and financing. It does not establish that Tanishq is broadly less competitive or that customers pay more on a comparable finished-jewellery basket.