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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Please note:

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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"Jewellery is one of the last great commodity frontiers in India; it has remained so because this market is very fragmented, very unorganized. Tanishq has successfully taken on the challenge of transforming this frontier into a reliable consumer space by bringing to it all the virtues and benefits that branding offers".

- Harish Bhat, CEO, Tanishq.1

Introduction

In 2004, Titan Industries' nine-year-old jewellery brand Tanishq reported sales of Rs 425.68 crore and a net income of Rs 20.57 crores. In a period of nine years, Tanishq had become a major revenue contributor to the company. By the end of 2003, Tanishq was offered in 60 stores in 47 towns across the country.

Background Note

Titan came into existence in July 1984, when the Tata Group joined hands with the Tamil Nadu Industrial Development Corporation (TIDCO) to make a foray into the watch industry.

This was the second venture for the Tata group into the watch industry. During the 1970s, the Tata group had acquired a 10% stake in the Bangalore based watch company, Hegde & Golay. Its attempt to acquire a majority stake in the company, however, had failed...

Excerpts >>


1] "Interview with Harish Bhat," exchange4media - Brand Speak, www.exchange4media.com

 

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