Editor’s Note
This article highlights a significant innovation in traditional jewellery, where advanced manufacturing techniques are being used to preserve cultural heritage while dramatically improving accessibility. The development underscores how technology can transform industries, making historically significant items more affordable without compromising on quality or authenticity.
Manoj Jewellers Limited launched its Thanga Kovil Collection on January 1, 2026, featuring revolutionary temple jewellery with 80% weight reduction through advanced paper-casting technology. The collection addresses affordability challenges with short necklaces weighing just 6 grams and long haars 20 grams versus traditional 120-140 grams, making pieces 80% more affordable while maintaining cultural authenticity and BIS hallmark quality standards.
Manoj Jewellers Limited announced on January 1, 2026, the launch of its revolutionary Thanga Kovil Collection, a groundbreaking line of lightweight temple jewellery designed to address the growing affordability crisis caused by soaring gold prices. The collection represents a paradigm shift in temple jewellery manufacturing, delivering pieces that weigh 80% less than traditional temple jewellery while maintaining visual grandeur and cultural authenticity.
The Thanga Kovil Collection addresses the challenge of traditional temple jewellery accessibility through advanced paper-casting manufacturing technology. Traditional temple jewellery pieces typically weigh between 120-140 grams, making them increasingly inaccessible to middle-class consumers as gold prices continue rising.
Specification:
| Traditional Jewellery | Thanga Kovil Collection | |
|---|---|---|
| Short Necklaces: | 120-140 grams | 6 grams |
| Long Haars: | 120-140 grams | 20 grams |
| Weight Reduction: | – | 80% lighter |
| Cost Advantage: | – | 80% more affordable |
The collection maintains traditional South Indian temple architecture and intricate detailing while delivering significant cost advantages. All pieces are BIS hallmarked gold meeting purity standards, ensuring quality is not compromised despite the weight reduction.
Product Range includes:
- Necklaces and chains
- Earrings
- Bangles
- Waist belts
- Temple necklace sets
While available through Manoj Jewellers’ retail showrooms in Sowcarpet, the primary focus is on B2B wholesale expansion. The company is targeting regional jewellers across South India seeking affordable yet authentic temple jewellery solutions. The company has applied for trademark registration of “Thanga Kovil” to protect its brand identity during this expansion.
B2B Benefits:
| Details |
|---|
| Market Expansion: 2-3x addressable market growth |
| Inventory Turnover: Faster due to lower price points |
| Competitive Edge: Market differentiation opportunity |
| Margin Protection: Attractive wholesale pricing |
Managing Director Mr. Manoj Jain emphasized the above points.
The Thanga Kovil Collection is currently in commercial production with initial product lines immediately available for wholesale orders. The collection will be available through retail showrooms from mid-January 2026. Building on this launch, Manoj Jewellers is exploring expansion of the lightweight, affordable jewellery concept to bridal sets, daily-wear collections, and diamond-studded temple jewellery.
