Now Tata and Birla will compete | Tata Vs Birla Faceoff- Watch Video

Tata Group's veteran brand Tanishq may face a tough challenge in the coming days in retail branded jewellery. Aditya Birla Group has announced its foray into branded jewellery retail business with an investment of Rs 5,000 crore. This is the third new venture of the group in the last two years. Earlier it had entered B2B e-commerce for paints and building materials. Aditya Birla Group has announced the formation of a new venture Novel Jewels Limited for branded jewellery retail business. Under this, large-format jewellery retail stores will be opened across the country. These will have in-house jewellery brands. The group has made complete preparations to enter this business.