Bengal is filled with devotion, excitement, and festive splendor as the sacred invocation of Maa Durga reverberates throughout the region. In keeping with this, the House of Tata’s largest jewelry retail brand in India, Tanishq, presents Aabahon, a festive collection that honors Bengal’s renowned artistry and revels in the season’s grandeur. Translated as “Invocation,” the name Aabahon refers to the holy practice of summoning tradition, creativity, and divinity. It serves as a potent metaphor for women who respect their legacy while boldly influencing its future in Bengal’s rich cultural fabric.

The collection was unveiled by eminent Bengali actress Ms Mimi Chakraborty and by Mr. Arun Narayan, Vice President, Retail & Marketing of Tanishq.

Tanishq launched its latest Durga Pujo TVC titled “Srijonis of New Bangaliyana”, directed by Shoojit Sircar. It is a tribute to Bengali women who have the guts to reinterpret culture while simultaneously embracing it.

Speaking at the event, Mimi said, “I have been associated with Tanishq for many years now. The years have passed very quickly. I can proudly say that I am a part of the Tanishq family now. It is more than a brand endorsement for me. I am very involved in every step. Becoming their brand ambassador was a dream come true for me. And getting to work with Shoojit da in this TVC was another dream coming true for me”.

The elaborately detailed item was made for Tanishq Bengali women, who not only adhere to the culture but also replicate it for themselves. Bengal’s real treasure is created by women who proudly embrace their heritage and reinvent it with each daring move. They respect the past while boldly pursuing their own imagined futures.

Bengal’s Durga Pujo customs are the source of the collection’s poignant artistic expression. It draws inspiration from the sacred decorations of Daaker Shaaj, the exquisite accuracy of Tarakashi filigree work, and the Shola Pith Craftsmanship, which represents purity, beauty, and the spiritual force of the festival. Tanishq’s expert craftsmen transform each motif—once reserved for the divine—into daring, modern gold creations that speak to the sense of belonging of modern women while preserving the poetry of tradition. The collection includes a wide range of pricing points to accommodate both bridal and everyday fashion shoppers, including Rani Haar, Tie Haars, Gogo Pasha, Chokers, Kaanbalas, Jhumkas, and Haarams.

The collection adorns the power of history while being guided by the spirit of the present. It radiates dazzling materials, confident silhouettes, and a design language that commemorates the Srijonis of Bangaliyana, the creators of the Bengali culture, the pure gold of Bengal, in both craftsmanship and spirit. The Bengali woman, with her roots in Bangaliyana, represents a heritage influenced by the arts, molded by history, and led by resiliency, reason, and reform. Her energy has always been that of a creator, from the first women’s liberation rallies to the silent power of ordinary decisions. She boldly reimagines her ancestry, creating a culture that is uniquely her own, rather than merely interpreting or conserving it.

Tanishq honors this resilient spirit with Aabahon, paying tribute to the woman who boldly shapes Bengal’s future while preserving its character, and renewing its dedication to producing jewelry that is as classic, one-of-a-kind, and inspirational as she is.

Tanishq is giving up to 20% off* diamond value and up to Rs. 450 off per gram on gold jewelry in honor of the Pujo celebrations. With beautifully created pieces that honor Bengal’s rich cultural past, the collection, which is available at all Tanishq stores in West Bengal, invites shoppers to embrace the festive atmosphere.

Priyanka Dutta