Tanishq - Building a Jewellery Brand

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Case Details:

Case Code : MKTA002
Case Length : 4 Pages
Period : 2003 - 2004
Pub Date : 2005
Teaching Note :Not Available
Organization : Coca Cola
Industry : Food and Beverage
Countries : India

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Marketing Strategy

When Titan launched Tanishq in 1995, the jewellery industry in India valued at Rs 40,000 crore, was mostly unorganized, with around 3.5 lakh players. India was the second largest consumer of gold in the world after USA. Before 1992, only the Metal and Mineral Trading Corporation and the State Bank of India were allowed to import gold. In 1992, as part of economic liberalization, the government abolished the Gold Control Act of 1962, allowing free import of gold...

Concluding Notes

Titan planned to double Tanishq's turnover to Rs. 800 crore by 2006-07. While the average industry growth was around 4 - 5 %, Tanishq was growing at around 45 %. Titan believed there was a huge potential for Tanishq's growth...


Exhibit I: Segment Results as on March 31, 2004
Exhibit II: Showroom Details


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