Abstract

Titan, a Tata Group company is the clear leader in the Indian watch industry. Titan has also created a strong presence in gold jewellery under the brand name, Tanishq. The main competition has come from the traditional local jewellers, but Titan has positioned itself as a jeweller with a nationwide name. The company is involved in designing, manufacturing, and the marketing of gold-based jewellery, including jewellery watches. The case discusses how Titan has taken on the challenge of transforming the fragmented Indian jewellery market and also illustrates how core competencies can be leveraged to diversify successfully into a new business

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• 0

Keywords

Titan Industries, Branded jewellery, Tanishq, Tata Group, Diva, Golden harvest scheme, White gold, Aria, Jewellery, Light weight diamond jewellery, Gold finance, World Gold Council, Diamond jewellery, Every day wear jewellery, Light weight colours collection