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In the ever-changing environment of jewellery market in India, the proficiency to innovate and implement the innovation fruitfully to reach the market has been a vital determinant in creating the strategic competitiveness of Tanishq, country’s first branded jewellery maker1. The company has treated innovation as key factor in order to sustain and grow in long run. This paper picks some of the important challenges faced by Tanishq in a highly traditional and conservative market that was greatly influenced by the cultural practices running for several generations. Also, the way Tanishq engaged itself in various innovative activities, ranging from manufacturing processes, product improvement, brand building initiatives etc, in order to radically change the consumer perceptions and attitudes towards branded jewellery in India.