Dear Tanishq, the Odia bride is not called ‘Bodhu’

Bhubaneswar: Jewellery brand Tanishq has got it all wrong with regard to Odia (not Oriya) bride in its wedding collection sub-brand, ‘Rivaah’ launched earlier this year.

Failing to make a distinction between Odia and Bengali brides, this Indian jewellery brand has labelled them both as ‘Bodhu’. An Odia bride is either addressed as ‘Badhu’ or ‘Bohu’.

Facebook ad of Tanishq featuring the Odia bride Picture courtesy: Facebook/Tanishq

The collection by Tata’s Group’s jewellery division celebrates different culture and ethnicities, but the team seems to have faltered when it comes to research on Odia bride.

More than ‘kadaa’ and ‘kaan ki baali’ featured as the only ornaments of an Odia bride in the collection, she is identified by sinthi (maang tika in hindi), kundala or pendi phoola (drop earrings), sankha (red conch bangles), rooli (crocodile or lion heads adorning thick gold bangles), chood (gold bangles with intricate designs) and jhuntia (toe rings).

Traditional Odia wedding jewellery also consists of notha (nose pin), nuluka (circular barbell for the nose septum), kalara haara (a necklace with designs similar to leaves of bitter gourd plant), ball chain/kathi chain, cheeka (choker), chandra haara (a three-layered silver kamarbandh for the waist), antaa biccha or gotha (a thin silver waist chain), mahala (a circular crocodile/serpent-mouthed barbell silver anklets) and baankia (metallic round silver anklets).

It is customary for an Odia bride to be adorned with gold jewellery above the waist and silver jewellery down below.

The range is wide, but they find no mention in the collection.

A traditional Odia bride looks ethereal in ‘Baula’ saree, which is yellow with red border. The collection, however, has her draped in red. The brand could have also picked one of our rich and vibrant Sambalpuri, Bomkai or Kandua Patta unique to Odisha for the bride, as is the case with the other 12 brides featured, namely Bengali (Bodhu), Bihari (Dulhan), Gujrati (Vadhu), Kannada (Madhu Magalu), Malayali (Kalyana Pennu), Marathi (Navari Mulagi), Marwari (Beendni), Punjabi (Lari), Rajasthani (Banni), Sikh (Lari), Tamil (Manappen) and Telugu (Pellikuthuru).

Similarly, alataa (aka alta or red dye), not mehendi as shown in the pictures, is ritualistic for both hand and feet of the bohu.

Picture courtesy:

However, with changing times the brides-to-be are infusing tradition with contemporary styles. Glittery embellished sarees in maroon, orange, royal blue in tones of gold, heavily embroidered lehengas, elaborately done mehendi on hands and feet, intricately designed gold and diamond jewellery and trending fashion fads are influencing the modern-day Odia bride’s trousseau.

Also Read

Comments are closed.