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Italian luxury brand Bulgari has launched It’s first-ever exclusive-to-India jewelry — a gold mangalsutra. The launch comes after the brand announced Priyanka Chopra Jonas as its global ambassador in August this year. The mangalsutra, called the ‘Bvlgari Bvlgari necklace’ is made of 18 karat yellow gold “set with round black onyx inserts and pavé diamonds”, according to the brand’s official website.

Defining the necklace as a “contemporary statement of elegance”, the brand writes, “Recalling the curved inscriptions of ancient Roman coins, the double logo represented the first time an emblem had ever become a prominent jewellery design icon and remains a timeless trademark of Bvlgari’s creativity to this day.”

On the website, the mangalsutra costs a monstrous Rs 3,49,000. Mangalsutra’s statement caused a fissure among netizens as some also criticized it as a symbol of patriarchal oppression. Several others were enchanted with the jewelry.

Priyanka Chopra also wore the mangalsutra for her latest Vogue India cover photoshoot. It was launched on 1 September during an online presentation, with Mauro Di Roberto, managing director (jewellery business unit) at Bvlgari, and the brand’s global ambassador and actor Priyanka Chopra Jonas in attendance.

Well, what are your thoughts on branding to sell mangalsutra to Indians?


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Joydev Mishra

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