Titan Co Ltd, based in Bengaluru, has launched 'Hues', a new collection of coloured gemstone jewellery under its Tanishq brand, aimed at boosting entry-level demand amid rising gold prices. This collection features over 200 designs crafted from 17 different gemstones, including amethyst and tourmaline, with prices ranging from ₹40,000 to ₹2.5 lakh. Notably, nearly 70% of the collection is priced below ₹2.5 lakh, making it more accessible to younger consumers. The shift towards coloured gemstones is attributed to changing consumer preferences, particularly among millennials who favor lightweight and contemporary designs over traditional gold jewellery. Titan's CEO Arun Narayan noted a significant rise in consumer interest in gemstones, highlighting the opportunity to introduce new designs to the market. The launch is strategically timed before Akshaya Tritiya, a key period for jewellery purchases in India, which could drive sales further. In the December quarter, Titan's Tanishq-led jewellery portfolio reported revenue of ₹19,921 crore, marking a 40% increase year-on-year. The company is focusing on domestic demand and product innovation as it adopts a more cautious approach to overseas expansion. The coloured gemstone market in India is projected to grow at a CAGR of 10.5% from 2025 to 2035, with emeralds being a significant driver of this growth.