Tanishq has announced a special honour to India’s ICC Women’s Cricket World Cup–winning team by presenting custom-made rings crafted entirely from recycled gold. The initiative is positioned as a symbolic gesture recognising the players’ achievement and the national pride generated by their victory. The brand said the rings represent a collective contribution from families across India who exchanged old gold through Tanishq’s nationwide programme.
Women’s World Cup
The company noted that the women’s team’s win has strengthened the country’s sense of celebration and inspired admiration among sports followers. The performance, described widely as a landmark moment for Indian women’s cricket, is being viewed as a turning point for wider recognition of women athletes. Tanishq said the gesture aims to honour the players’ resilience and the broader impact their success has had on young girls across the country.
The rings, prepared using gold exchanged by lakhs of households, are being presented to each member of the squad. The brand said the concept links Indian families to the athletes through a shared material connection. According to the company, the gold exchange programme has accumulated large volumes of gold from customers over the years, enabling the initiative to take shape at a national scale.
Celebration Announcement
Ajoy Chawla, CEO of the Jewellery Division at Titan Company Limited, said the victory has created a moment that will be remembered for years. He said the recycled-gold rings are intended to recognise the team’s determination and the responsibility they carried throughout the tournament. According to him, each piece symbolises a part of the country’s collective pride.
Tanishq’s gold exchange service allows customers to trade old jewellery bought from any jeweller. The company says the programme is used widely due to its transparent processes, and has evolved into a large-scale movement across states. Families are able to exchange gold of any karat, and the programme also allows renewal of inherited pieces through a structured method.
The company said more than 1.8 lakh kilos of gold have been exchanged through this ecosystem. Participation, according to Tanishq, reflects the trust built around the service and the demand for more accessible gold renewal systems. It further said that the recycled-gold initiative for the women’s cricket team is made possible because of the cumulative contribution of more than 32 lakh customers over several years.
Gold Exchange Programme
Industry observers say the gesture comes at a time when brands are increasingly connecting national events with sustainability-led initiatives. Tanishq’s approach aligns with a broader market trend of recycled precious metals gaining visibility in mainstream jewellery lines. The company is among the few major Indian jewellers highlighting large-scale recycling in customer engagement.
The celebration of the women’s cricket victory is expected to generate interest in both the recycled-gold category as well as commemorative pieces associated with sporting achievements. Marketing experts say the initiative offers the company an opportunity to place its long-running gold exchange programme in a national spotlight, while promoting the idea of repurposed material for meaningful occasions.
About Tanishq
Tanishq, a jewellery brand under Titan Company Limited, is one of India’s largest organised jewellery retailers, known for its focus on purity standards, design-led collections and transparent exchange policies. Established in the 1990s, the brand operates hundreds of stores across the country and engages in initiatives that promote responsible sourcing and customer trust. Its gold exchange programme has grown into a significant pillar of the brand’s operations, with sustained participation from consumers seeking structured ways to repurpose old jewellery.
