Connecting Diaspora Roots With Modern Retail: Tanishq Opens In Santa Clara

By Deepika Singh

SANTA CLARA, CA — On May 11, a diya was lit at the entrance of a new storefront on El Camino Real. The flame was ceremonial, but for the Tata Group and the family entrusted with this space, it marked the beginning of something far more enduring.

Tanishq, the jewelry brand operated by Titan Company under the Tata Group, has opened its first West Coast showroom — a move that has been over a decade in the making. With its entry into Silicon Valley, the brand is planting more than just a retail flag; it’s making a quiet statement about identity, aspiration, and home.

Heritage

At the heart of the launch are two brothers: Tarush and Tushit Agarwal. For them, this is not just a business transaction; it’s personal.

“We’ve grown up seeing what Tanishq means to people in India,” said Tarush, standing inside the showroom just before the opening ceremony. “Bringing that experience to our community here — it’s a proud moment.”

The Agarwals are the operational face of this new location. While Tata brings the brand, the vision, and the product, it’s the Agarwals who have committed to translating that into a meaningful local presence.

Why Santa Clara?

For Titan’s North America Business Head, Amrit Pal Singh, the decision was straightforward — backed by both market data and instinct.

“Choosing the Bay Area was an easy decision,” Singh shared during the launch event. “This region has one of the highest concentrations of the Indian diaspora and a strong affinity for luxury with cultural depth. We believe Tanishq will resonate not just with Indian Americans, but with anyone who appreciates heritage, elegance, and fine craftsmanship.”

Santa Clara Mayor Lisa Gillmor attended the launch, lending civic weight to the event. In her remarks, she emphasized the role of immigrant businesses in shaping the city’s identity.

The showroom sits in a part of Santa Clara that’s become a cultural hub for the Indian American community. It’s just blocks away from grocery stores that sell alphonso mangoes in the summer and near restaurants where thalis and dosas share space with laptops and chai.

But the store isn’t merely serving nostalgia. The inventory — which spans intricate gold bridal sets, contemporary diamond designs, and daily-wear pieces — seeks to speak to both tradition and transition.

Celebration

The opening was a gathering of community members, invited guests, and city officials coming together for a ribbon-cutting and diya-lighting ceremony. A pink-and-gold balloon arch framed the doorway, and inside, the lighting was warm and inviting. The atmosphere was calm and guests leisurely walked through the showroom, examining pieces and asking questions.

For many attendees, the experience was about more than jewelry; it was about recognition — about seeing a brand they know from home now embedded in their daily geography.

“This isn’t just a place to shop,” said one attendee. “It’s a place to celebrate who we are.”

Trust

In an industry often associated with opacity and high-pressure sales, Tanishq positions itself differently. The Tata brand identity carries associations with integrity and consistency — values that the showroom team is betting on to build trust.

Each piece comes certified, designs are curated, and staff are trained to advise rather than sell. There’s no haggling or hard-sell tactics. For customers used to either extravagant wedding showrooms in India or sterile mall kiosks in the U.S., this is a noticeably different experience.

For the Tata Group, the Santa Clara showroom represents another step in its international expansion — but it’s also a reflection of a longer story: one about diaspora, economic influence, and the deep resonance of cultural memory.