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The jewellery arm of the Titan Company, Tanishq, set up video calls, virtual appointments and introduced the ‘endless aisle’ concept, which showcases Tanishq’s entire inventory across the country.
Kalyan too saw video calls happening, but people still wanted to be physically present at the store for the final decision-making process, according to Kalyanaraman. “People do not want to make high-ticket purchases online,” he explained. The son of Kalyan Jewellers founder, TS Kalyanaraman, disclosed that showrooms saw two types of customers during the pandemic. One, where the whole family came to the mall but only one or two members came into the store. The others waited in the car while interacting over a video call.