Jewellery major Tanishq has introduced ‘pay from home’ service in poll-bound Tamil Nadu, Puducherry, Kerala and West Bengal to provide a convenient shopping experience to its customers, amid strict monitoring of cash movement by the authorities in the run-up

to the Assembly elections.

The doorstep cash collection facility will help the customers not to shelve their purchases and, in turn, support the company’s growth momentum, hopes Tanishq. “This facility is an extension of various measures initiated for customer convenience in the unlock period,” Vice-President for Category, Marketing and Retail Arun Narayan says.

The Election Commission has been keeping a strict vigil on the movement of cash and seized crores of unaccounted money in the poll-bound states.

The four states going to the polls feature at the top of the jewellery major’s key market list. Tanishq, however, has not launched the service in Assam, which is facing elections.

In the post-Covid period, the company introduced a host of customer-centric services, such as video calling to retail stores, virtual jewellery ‘Try On’ powered by chat and appointment-based shopping.

Gem and Jewellery Export Promotion Council (GJEPC) Chairman Colin Shah has stressed on the need for faster adoption of the digital medium. He says GJEPC has tied up with e-commerce giants Amazon and eBay to boost exports. Gem & Jewellery Skill Council of India (GJSCI) says it has partnered with IIT Bombay and launched a centre of excellence for artificial intelligence and data science excellence.