Tanishq - Building a Jewellery Brand
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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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Case Details:
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Price: |
| Case Code |
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MKTA012 |
For delivery in electronic format: Rs.
300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extraThemes- |
| Case Length |
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10 Pages |
| Period |
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1984 - 2004 |
| Pub Date |
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2004 |
| Teaching Note |
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Not Available |
| Organization |
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Titan, Tata
Group |
| Industry |
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Textile, Apparel, and Accessories |
| Countries |
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India |
Abstract:
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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
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Contents:
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
Tanishq - Building a Jewellery Brand
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