Tanishq Jewellery –

The name Tanishq was chosen by Titan’s first managing director Xerxes Desai.^[17] The name was formed by combining the first two letters from “Tan” (means body) and निष्क “NIṢK” (meaning gold coin or necklace in Sanskrit), although the क k has been modified into a क़ q.^[18] According to another sources, the name is formed with the two words Tan (body) and Nishk (gold ornament) in the Sanskrit language, a name synonymous to superior craftsmen or absolute design.^[17] In October 2020, Tanishq was at the centre of a controversial commercial that sparked backlash on social media over the depiction of Hindu and Muslim community in matrimonial setting. After heavy negative reactions on social media, the company withdrew the ad. NDTV reported that there was mob attack at Tanishq showroom in Kutch district however, it was rejected as false claim by Gujarat police.^[19] In a press release the company expressed they had withdraw the ad as it hurt the sentiments of the Hindu community and safety concerns of their employees and stake holders.^[20] Another controversy was filed on 9th Nov when the company stopped its ad of celebrating Diwali without crackers.