~ Senco’s Aham men’s line launches Ti22 (titanium + gold/diamonds) with Harshvardhan Rane as face — pitching jewellery against watches, gadgets and sneakers for the ₹20–25k wallet ~
Kolkata, September 2026: Senco Gold & Diamonds is telling men that a ₹20,000–₹25,000 discretionary spend need not default to a watch, a phone upgrade or sneakers. Through Aham, its dedicated men’s jewellery brand, the Kolkata jeweller has rolled out Ti22 — a sub-collection that pairs titanium with gold and diamonds — and signed actor Harshvardhan Rane as its face, while Kartik Aaryan stays the overall face of Aham.
Pieces start at around ₹10,000 and climb to ₹2–3 lakh depending on gold and diamond content. Titanium is not a full replacement for gold: lower precious-metal weight lets Senco stretch the price ladder and offer a lighter, everyday material language. Chains remain the top men’s category; bracelets have risen to second over the past three to five years, while rings still skew occasion-led.
Joita Sen, Director & Head of Marketing & Design, Senco, frames the rivalry beyond jewellers: when a man decides how to spend ₹20,000–₹25,000, jewellery competes with mobiles, gadgets and watches for the same wallet. “Competition is sleep,” she says, borrowing the Netflix parallel — brands fight for attention and spend, not only for category share. On the shift itself: “From occasion-led, it is a big shift to everyday jewellery. It is becoming part of personal style and self-expression.”
Positioning hooks are self-expression, functionality and investment value — jewellery that can be exchanged or upgraded later. Celebrity split mirrors the portfolio: Kartik for modern, experimental Aham; Harshvardhan for Ti22’s stronger, unconventional titanium bet. Marketing is digital-led, with traditional media for hyperlocal awareness, and a dedicated Ti22 awareness budget because titanium is still unfamiliar. “People still don’t know, so we have to also inform them and educate them,” Sen says. Aham currently runs as a shop-in-shop inside Senco showrooms; men have contributed about 5–7% of overall sales over five years, with titanium still a thin 1–2% of purchases six months in.
Marketing take: Senco is not asking men to pick a jeweller over another jeweller — it is asking them to pick a bracelet over a gadget. Ti22’s job is to make titanium feel like a style upgrade, not a science experiment, before the festive wallet resets to gold.
