Abstract

Titan, a Tata Group company has revolutionised the country's watch market with its emphasis on style and international quality. Titan has created a strong brand identity for its watches both in India and some overseas markets. It has also created a strong presence in the area of branded gold jewellery. These achievements have made Titan one of India's leading consumer marketing companies. The case traces the history of Titan and lists the challenges the company faces in its efforts to retain market leadership and generate new growth opportunities.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

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Keywords

Indian watch industry, Watch manufacturer, Titan, Timex, Tatas, Quartz watches, Bhaskar Bhat, Bijou Kurien, Watch market, Titan showrooms, Tamil Nadu Industrial Development Corporation, TIDCO, Xerxes Desai, HMT, Titan Time Products Limited, Jewellery