Senco Gold & Diamonds is positioning its new titanium jewellery line not against rival jewellers, but against watches, smartphones and gadgets in Indian men’s discretionary spending. The Senco titanium jewellery push centres on Ti22, a sub-collection under the brand’s dedicated men’s jewellery line, Aham, which blends titanium with gold and diamonds and is fronted by actor Harshvardhan Rane.
Joita Sen, Senco’s director and head of marketing & design, said the brand views the men’s category through a wider lens than jewellery-versus-jewellery competition. “Competition is sleep,” she said, drawing a parallel with Netflix’s famous framing of its rivals, to explain that Senco is really competing for a share of consumers’ limited time, attention and spending against categories like watches and electronics.
Why Is Men’s Jewellery Shifting From Occasions To Everyday Wear?
According to Sen, chains remain the most popular category among men, with bracelets emerging as the second most preferred product over the past three to five years, while rings stay closely tied to weddings and other occasions. Over the same five-year period, the share of male customers walking into Senco stores to buy jewellery for themselves has risen by about 5 percentage points. “From occasion-led, it is a big shift to everyday jewellery. It is becoming part of personal style and self-expression,” Sen said. Industry data from the India Brand Equity Foundation shows India’s men’s jewellery market grew 25-30% year-on-year in 2025 and now accounts for roughly 15% of the country’s Rs 8.70 lakh crore jewellery market.
What Does This Mean For Jewellery Marketers In India?
Ti22 starts at around Rs 10,000 and goes up to Rs 200,000-300,000 depending on gold and diamond content, using titanium’s lower material weight to open a broader price range than a conventional full-gold piece. Sen said the segment is still nascent — about 98% of current purchases remain gold and diamond pieces, with titanium making up just 1-2% since the collection’s launch six months ago — but early customer acceptance has been strong. The brand competes with Tanishq, Mia by Tanishq, CaratLane, GIVA and The Men Thing in the broader men’s jewellery space, and with AuTiC specifically within titanium-gold combinations.
Industry Reaction And Campaign Strategy
Senco has split its celebrity strategy by sub-brand: Kartik Aaryan remains the face of Aham overall, chosen to represent the “modern Indian man who is experimental and willing to innovate with his style,” while Harshvardhan Rane was brought in specifically for Ti22 because of his association with stronger, more unconventional roles. Digital promotion currently accounts for the larger share of Senco’s marketing spend, with traditional media used more for hyperlocal awareness, and the company is setting aside a dedicated education budget for Ti22 since titanium remains an unfamiliar material to many Indian consumers.
What Happens Next?
Senco plans to continue running campaigns featuring both Aaryan and Rane as it rolls out new collections and content, with marketing spend set to rise further during the festive season, which Sen calls the brand’s “main season.” The company says it is also seeing rising interest in men’s jewellery from consumers outside metro cities, aided by social media and influencer content narrowing style differences between Tier 1 and Tier 2 markets. Aham currently operates as a shop-in-shop within Senco showrooms, though Sen said standalone stores could be considered in the future.
Frequently Asked Questions
What is Senco’s Ti22 collection?
Ti22 is a men’s jewellery sub-collection under Senco’s Aham brand that combines titanium with gold and diamonds, priced from around Rs 10,000 to Rs 200,000-300,000.
Who are the brand ambassadors for Senco’s men’s jewellery?
Kartik Aaryan is the face of Aham, Senco’s overall men’s jewellery brand, while actor Harshvardhan Rane represents the Ti22 titanium sub-collection specifically.
How big is India’s men’s jewellery market?
India’s men’s jewellery market grew 25-30% year-on-year in 2025 and now makes up around 15% of the country’s Rs 8.70 lakh crore jewellery market, according to the India Brand Equity Foundation.
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