Tanishq's US growth push resurfaces with New Jersey store opening from February 2023

Titan Company's jewellery brand Tanishq opened its first US outlet in New Jersey back in February 2023 and was assessing further expansion, including Chicago. The brand tailored its assortment and store model for affluent Indian and South Asian consumers rather than replicating its India playbook.

— FiledTue, 28 Jul, 2026, 10:33 IST·First seen Tue, 28 Jul, 2026, 10:33 IST·Source Financial Express · BrandWagon

What happened

Tanishq opened its first US store in New Jersey and plans further expansion, including Chicago. Titan sees major opportunity among affluent Indian and South

Key facts

  • USD 60 billion North American jewellery market
  • USD 3 billion Indian-American jewellery market
  • Two years spent studying the North American market
  • First US outlet opened one month earlier

Why this matters

Tanishq’s Chicago assessment suggests a cluster strategy around dense South Asian communities, creating potential opportunities for local partnerships, real estate alliances and targeted acquisitions.

What to watch

  • Announcement of a Chicago location or a defined US store-opening target.
  • Evidence of repeat purchases and bridal-led customer acquisition at the New Jersey store.
  • US-specific ecommerce launch, local delivery capability or appointment-led digital services.
  • Expansion of US marketing around weddings, festivals and diaspora community partnerships.
  • Changes in gold prices, import duties, exchange rates or jewellery trade rules affecting margins and inventory.
  • Store openings by Indian jewellery peers targeting the same US diaspora corridors.
  • Assess Chicago, Texas, California and other affluent South Asian population clusters for the next stores.
  • Build US-specific wedding, gifting, diamond and lightweight-gold assortments rather than relying on India-led collections.
  • Invest in local clienteling, bridal appointments, community events and partnerships with South Asian wedding ecosystems.
  • Strengthen omnichannel capabilities, including appointment booking, remote selling, US fulfilment and transparent gold-pricing communication.
  • Use the New Jersey store as a test bed for store size, inventory depth, staffing mix and customer acquisition costs before accelerating rollout.