[3][4] By the end of the 1980s, Titan launched Tanishq, which focused largely on exports to European and American markets, in an attempt to increase its foreign exchange reserves.

In the early 1990s, India's exchange crisis was resolved, and Titan Company shifted the focus of the brand to the Indian market.

A pilot plant was set up in August 1992 and the production began in 1994, and Tanishq's first store opened in 1996 at Chennai Cathedral road.

[18] In 2023, the brand opened its first store in New Jersey on Oak Tree Road, an East Coast shopping district for Indian goods and services.

[23] According to another sources, the name is formed with the two words Tan (body) and Nishk (gold ornament) in the Sanskrit language, a name synonymous to superior craftsmen or absolute design.

[22] In October 2020, a Tanishq commercial depicting an interfaith couple's baby shower sparked controversy on social media.

As calls for a boycott intensified, the company stated that it had withdrawn the ad "keeping in mind hurt sentiments & well being of our employees".