The Rivaah Brides of Bengal initiative by Tanishq celebrates the real brides of Bengal adorning the Bengali bridal trousseau. As a part of this endeavor, Tanishq conducted the first phase of Rivaah brides’ in-store activity across all its stores between 25^th November 2021 and 2^nd December 2021.

Brides-to-be and already married women, between 20-40 years of age were invited by Tanishq to participate in this first phase. They experienced being a Rivaah bride adorned in all of their wedding finery and jewelry from Rivaah By Tanishq.

Adorned in the traditional jewelry like Sitahaar, rani haar, chur, Bala, churi, kaanbali, jhumko, and shankha Pola, each of the women looked like a dream.

After this audition phase, 100 finalists from Serampore, Berhampore, Midnapore, Asansol, Malda, Coochbehar, Siliguri, and Kolkata have been shortlisted by the jury for the Grand Finale.

Tanishq organized the Grand Finale for ‘The Brides of Bengal’ on 12^th December 2021 with 10 finalists wherein the selected participants walked the ramp and the winners for ‘The Rivaah Brides Of Bengal’ was announced.

Mimi Chakraborty graced the occasion.

The top 10 customers will be selected as ‘The Rivaah Brides – Bengal’ after rigorous rounds of ramp walk, exclusive bridal photoshoot, followed by a Question and Answer round. The 10 winners will become the face of Tanishq in the state and their images will be used across social media, Outdoor & banners for a year.