I’m planning to buy a gold chain and I’m comparing different brands. I’ve noticed that the making charges at Tanishq seem to be higher than at places like Malabar or Kalyan. Is this generally true, and if so, why?
Yes, it is generally true that Tanishq’s making charges are often at the premium end of the market compared to many other national jewellers like Malabar and Kalyan. This price difference is typically attributed to Tanishq’s brand positioning as a luxury label, its investment in unique designs, and the overall quality and trust associated with the TATA name.
The General Comparison of Making Charges
My friend was recently shopping for wedding jewellery and did a direct comparison of a similar traditional bangle design across different stores. He found that the making charge at Tanishq was around 22%. At a nearby Kalyan Jewellers showroom, a bangle of the same weight and similar style had a making charge of 16%. This is a fairly typical difference that shoppers often encounter.
Why Tanishq’s Making Charges Are Often Higher
I was discussing this with a jewellery industry insider, and he explained that Tanishq operates as a premium brand. A portion of their higher making charge goes towards their significant investment in exclusive design language, extensive quality control, and the luxurious in-store retail experience. In essence, a part of the cost is for the TATA brand’s assurance of trust and quality.
The Strategy of Other Jewellers like Malabar and Kalyan
He then explained the business model of other major brands. He said that Malabar Gold & Diamonds and Kalyan Jewellers often compete on providing value and reaching a broader audience. A key part of their marketing strategy is to offer more competitive making charges and to frequently run promotions that give customers direct discounts on these charges, especially during festive seasons.
It’s Not Always a Simple Comparison
My friend did note, however, that the comparison isn’t always linear. While Tanishq’s average making charge was higher, he found a simple, machine-made gold chain there with an 8% making charge. This was lower than an intricate, handcrafted designer piece he saw at another store, which had a 25% making charge. The final percentage always depends on the complexity of the specific item’s design.
1 Like