Tanishq, India's largest jeweller, on Friday launched 'IVA' - a new fashion jewellery line in gold to celebrate the true essence of feminism.
Keeping the jewellery line minimalistic and yet contemporary, IVA also marks Tanishq's entry into fashion jewellery space.
Tanishq has tied-up with TIPS Industries Limited, the producers of action-thriller Race 2 wherein leading actresses Deepika Padukone, Jacqueline Fernandez and Ameesha Patel will be seen donning the IVA collection in the movie.
Flaunting the new IVA collection at the launch in Mumbai, Deepika said, "The new range of fashion jewellery IVA, by Tanishq is contemporary, trendy and vivacious like Race 2.
"IVA keeps you on the edge with its new collection, which is easy to sport and looks gorgeous on the Indian woman of today. My look in the movie is glamorous, sophisticated with an edge and the jewellery collection IVA by Tanishq suits the look beautifully and blends with my character."
Sandeep Kulhalli, Vice President-Retail and Marketing at Tanishq, said, "We identified the need of the fashion seeking Indian woman, someone who creates her own rules.
"There is currently no product offering for this set of consumers and Tanishq seeks to address this need with the IVA fashion line. The Race franchise is the perfect ally for IVA - scoring high on sophistication, cutting edge design, latest trends and wide/ popular appeal."
Available from Rs.20,000 onwards, IVA range offers a wide variety in earrings, finger rings, pendants, cuffs, neckpieces in 80 designs and is available at Tanishq stores across New Delhi, Mumbai, Bangalore, Kolkata, Pune, Ludhiana, Chandigarh and Hyderabad.