CASE STUDY OF TANISHQ

‘the turnaround story’.

Initial Foray
The journey of Tanishq started with the launch of 18k gold watches studded with
precious stones in 1994. But, it soon grew into a 22K jeweller who presented a
stunning range of gold and diamond jewellery. The term Tanishq was coined by
Mr. Xerxes Desai by marrying the words ‘Tan’ meaning body and ‘Nishk’
meaning a gold ornament and Tanishq’s very first state-of-art jewellery factory
with a proper karigaar park was set up in Hosur in Tamil Nadu.

1. Tanishq, an entirely new concept in the Indian market, thus had to struggle
hard to be accepted by the customers. Tanishq began by offering jewellery in
the 18-carat gold range, with designs borrowed heavily from contemporary
European brands. Tanishq performed very badly in the next three years,
posting a huge loss in 1997-98.
2. At this point, Tanishq took various steps to correct the mistakes it had
committed and very soon, posted its first ever operating profit in 1999. In
1999-00, sales doubled to Rs 1532 million against Rs 743.8 million recorded
in 1998-99 and reached Rs 2000 million in 2000-01. Tanishq fared equally
well on the export front also with heavy exports to UK, US, Australia and
West Asia.
3. The story of Tanishq, once written off as a losing proposition, making a
remarkable turnaround was an example of a company single-mindedly
working to make its own mark in the tradition bound Indian jewellery
market. Behind this success was, of course, a well-planned and well-
executed marketing plan.

Who was Xerxes Desai?(Founder)

Xerxes Desai was the first managing director of Titan Company, an Indian watch making company.
Desai joined Tata Administrative Services in 1961 after graduation, working at several of their
companies.[4] He founded Titan as a joint venture with J. R. D. Tata in 1986, with support from
the Tamil Nadu Industrial Development Corporation.[5] He had suggested the idea of a watch
making company to Tata in the 1970s, in 1994, Desai challenged engineers at Titan to design the
world's thinnest watch the watch, called the Titan Edge was introduced in 2002.
After Titan's success, Desai founded Tanishq, a jewelry brand. He had innovative ideas like asking
people in Bangalore to get their jewelry appraised in 1999. The jewelry business grew over time,
after a slow start.

Timeless Appeal
At Tanishq, jewellery is not a product but a manifestation of artistry and our
exquisite range of jewel pieces strike the perfect balance between traditional
charm and contemporary appeal. With designs that capture the beauty and
celebration of special occasions in the life of the Indian woman, Tanishq aims to
be an integral part of her journey . As India’s leading wedding jeweller, we
understand the varied needs of every regional bride and that has stood as our
inspiration behind creating special wedding collections catering to every
community across India through Rivaah.

Jewel for every tradition

'Rivaah' -- Jewel for every tradition. The new proposition from Rivaah by Tanishq communicates
the meaning and significance of every ritual and jewellery the bride wears.

Success Secrets
Our understanding of the ethos of the current Indian jewellery market and our
constant evolution along with its changing demands and preferences is why
Tanishq enjoys the distinct honor of being coveted by Indian women.
Furthermore, our adherence to stringent standards in terms of quality and strict and
uniform guidelines across all 200+ stores have helped in establishing ourselves
further as the most trusted jewellery brand in the country.
 

Competitors of Tanishq
  Reliance Jewellers
 Kalyan Jewellers
 PC Jeweller
 Bluestone Jewellers

All these jewellers have something in common and that is trust. All of these brands are
highly reputed and trusted all over India. Another thing to notice is that amidst a cut tight
competition Tanishq still has a reputation among all others and this is major because
Tanishq is a branch of Titan.

COMPANY OVERVIEW

Tanishq, a part of TATA Group is the largest organized jewelry retailer in

India. A very popular brand with 150 showrooms today across India,
and yearly revenue of approximately $1B USD. Ajoy Chawla – CEO

ANIL GUPTA - MD

MOTTO
FAST FACTS
 Inventory turns are up by Every piece of Tanishq jewellery isn't just crafted with pure
22% gold but it is gold that is enveloped with the blessings of
every life it has touched! Which is why, it is called Dua Ka
 Overall sales are up by 12% Sona!”

 Average age of inventory in TAGLINE THE BEAUTY OF ONENESS, ONE AS

stores is down from 125 days
to only 75 days HUMANITY, ONE AS A NATION.

Marketing mix strategy 4p’s, framework that

aids brand’s success.

Tanishq Overview

Parent Company
Tata Group

Category
Jeweler and Diamonds
 Sector
Lifestyle and Retail

Tagline/ Slogan
Pure Jewellery, Pure Joy; Pure India ,Pure Tanishq

USP
One of the largest jewelry brands in India

Tanishq STP

Segmentation
Women who love jewelry

Target Group
Urban women premium and upper class

Positioning Tanishq diamonds embark the aspiration of emerging Indian women who uses
tradition rather than being used by it

COMPANY COLLECTIONS

 Diamonds Collection.
 Gold Collection.
 Platinum Collection.
 Colors of Royalty Collection.
 The Zoya Collection.
 The Kundan and Polki Collection
 The Fashion Earring Collection.
 Wedding Collection
 Moham Collection.

STORY BEHIND NAMING TANISHQ

Tanishq, pioneering the concept of branded jwellery became a prominent jewellery brand
of India. Head quartered in Bangalore, is a division of Titan Company Limited, promoted
by TATA Group. TATAs in collaboration with Tamil Nadu Industrial Development
Corporation (TIDCO), it formed Tanishq. It is combination of TATA, Tamilnadu and
Nishq. ‘Nishq’ is a Sanskrit word and it means necklace of gold coins. Tanishq logo was
designed by Michael Foley, head of the Titan Design Studio at that time.
Meaning of Logo: Tanishq Logo

It is also said that Tanishq got from ‘tan’ meaning ‘body’ and ‘Ishq’ that
means ‘love’. The mark of ‘T’ is the ravishing, luxurious, high-class and
silky smooth, shiny curvaceous letterforms depict the meaningful
association with wealth.

PROBLEM FACED BY 2016 ‘OCT

SITUATION 1: The ad, released on Oct. 12, showed a Muslim family
organizing a baby shower for their pregnant Hindu daughter-in-law as
per her family’s traditions. The depiction of interfaith marriage did not
go down well with many, and some went as far as to threaten to
vandalize Tanishq outlets.
Bollywood actor ‘Kangana Ranaut’, a vocal right-wing supporter,
claimed that the ad glorified “love jihad and sexism.” This is just the
latest in a series of ads that have offended Hindu conservatives in
recent years.
SITUATION 2: Oct’2013,

1. In the jewellery brand’s ad, the bride is remarrying, and is not

light-complexioned, features actress Priyanka Bose, another
jewellery brand’s ad campaign that is seen as breaking new grounds
in Indian advertising. It took an advertising campaign to talk about
women’s remarriage, a subject which fast-changing modern Indian
society is yet to embrace completely. The campaign essentially shows
the bride – who is also a mother and not light-complexioned – getting
ready for her wedding. She walks to the mandap with her little
daughter and as the bride and groom start taking the vows, the little
girl insists she wants to participate. As the situation gets awkward
and everyone (grandparents and mom) tries to shush her, the groom
 is seen picking up the little girl and carrying her all through the
wedding ritual.
2. As everyone had something to say on Twitter and Facebook. While
one tweeted: “That Tanishq ad has worked well, everyone is talking
about it”, another said, “Tanishq breaks social norms, celebrates
remarriage in new ad, Good on you Tanishq.” Others believed,
“Indian advertising finally coming of age, very progressive.”
3. “So proud to have lived to see a time where caramel skin and
remarriage are celebrated unabashedly by a leading brand.” 
4. ‘A dusky bride with a daughter in an ad? Well done Tanishq
Jewellery for breaking stereotypes with grace & power.”

There were others too who criticized the hype around the television commercial.
The ad might have been liked or disliked but it certainly went down quite well
in the history of Indian advertising as something that evoked strong reactions
from viewers.

SOLUTIONS FOR BECOMING BETTER(??????)

CONCLUSION
Tanishq is a fine example of transforming crisis into opportunity. Key learning from this
CASE STUDY is that the successful experience of one industry may not be replicable in
another. Prudence lies in understanding consumer psyche and consistently delighting
them innovatively. Finally, Tanishq is a remarkable brand that inspires, motivates,
and empowers its customers. It’s a fantastic example of a brand that has
developed a strong sales strategy by offering unique products at affordable prices.