INTERNSHIP REPORT ON

(WITH REFERENCE TO ABC COMPANY)

SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD OF

BACHELOR OF COMMERCE DEGREE PROGRAM OF BENGALURU CITY
UNIVERSITY

BY

MR.

REGISTRATIONNO.

UNDERTHEGUIDANCEOF

SHAWAR SALEEM

Assistant Professor
DEPARTMENTOFCOMMERCE

#15,VasaviTempleRoad,V.V. Puram
BENGALURU- 560 004.

2023-2024
 EVALUATION OF INTERNSHIP REPORT

For Submission to Bengaluru City University

Student Mentor/Supervisor

Name: Name:

Reg No: Signature:

Signature: Date:

Date:

EVALUATION SUMMARY

Project Viva-Voce Total

Maximum 60 40 100
Marks
Marks Allotted

Name of
Examiner
Name Of Examiner Signature:
 COMPANY CERTIFICATE

Logo and Name of the Organization (Letter head)

This is to certify that the Report Titled “Project Title” student of VI semester B.Com bearing

RegisterNo.B1916070 at Jain College,Vasavi Campus, Bengaluru has completed his/her 4 weeks of

organizational study at our organization from -------to ---------

Mr Ram has collected the required data and exhibited good discipline and completed the assigned tasks as

required during the period.

We wish him/her good luck in all future endeavours.

Name of the organization with seal

Authorized Signatory
 COLLEGE CERTIFICATE

This is to certify that this Internship report on “NAME OF THE ORGANIZATION”is

carried out by “Name of the student”, student of VI semester B.Com, bearing Register

No. B1916070. He/ she has successfully completed his/her 4 weeks organizational study.

The Internship report is submitted to the Bengaluru City University in the Academic year

2023-2024, in partial fulfillment for successful completion of VI Semester B.Com and

award of Bachelor of Commerce Degree of Bengaluru City University,

DATE: PRINCIPAL

PLACE:
 SUPERVISOR’S CERTIFICATE

This is to certify that the content of this report on “ Name of the organization” carried out by Nameof
the student, student of VI semester B.Com, bearing Register No………… is a bonafide work carried
out by the student under my supervision during the Academic year 2023-2024 in partial fulfillment
for the completion of VI Semester B.Com of Bengaluru City University.

This Internship report is an original work carried out by the said student and there is no
plagiarism. This Internship report has not been submitted for the award of any other degree/diploma
in this institution or any other institution.

DATE: NAME OF THE SUPERVISOR:

PLACE: Bengaluru
 DECLARATION BY STUDENT

I hereby declare that this Internship report on “Organizational study with

reference to”is an original record of my experience while conducting the internship

study at Name of the organization.

The organizational study was carried out by me, in partial fulfillment for the successful

completion of VI Semester of B.Com of Bengaluru City University. This report is not

submitted to any other university for the award of any Diploma/ Degree.

DATE: NAME OF THE STUDENT :

PLACE:
 ACKNOWLEDGEMENT

I deem it my privilege to thank Dr. Naveen Kumar C.M, Principal of the College for his humble
support on the completion of the project. I extend my thanks to Coordinator’s Department of
Commerce Ms. Pushpa N and Ms. Shawar Saleem, for their valuable guidance and support
throughout the project.

I owe a deep sense of guidance to myguide Ms. Shawar Saleem, Assistant Professor of the
Department of Commerce, for the guidance, cooperation and continuous support which have been
vital forthecompletion oftheproject report.

I am deeply indeed to Name of the Executive, for granting me permission to do the internship
study at Name of the Company and for theiramplesupport, and valuable guidance thathasenabled
me tocompletethisinternship.

I would like to extend my gratitude to my Family and Friends for providing me theresources,
support, inspiration, and encouragement, necessary to complete the project report.

I also want to thank all of those who have been involved directly or indirectly in
thecompletionoftheproject report.

Name of the Student

 LIST OF CONTENTS

CHAPTER PARTICULARS PAGE NO.

NO.
1 INTRODUCTION

2 PROFILE OF THE ORGANIZATION

3 FUNCTIONS/OPERATIONS OF THE
ORGANIZATION
4 LEARNING OUTCOMES,
SUGGESTIONS AND CONCLUSION

BIBLIOGRAPHY

ANNEXURES
 LOG SHEETS
 CHAPTER - 1

INTRODUCTION

CHAPTER – 1
 INTRODUCTION

The jewelry industry is a multifaceted world that encompasses the creation, design, production, and
sale of adornments crafted from precious metals, gemstones, and other materials. Dating back
millennia, jewelry has held cultural, social, and personal significance across diverse societies.
Historically, jewelry has been worn for various purposes, including religious, ceremonial, and
symbolic reasons. It has served as a status symbol, a form of expression, and a means of showcasing
wealth and power. Today, while jewelry still carries some of these traditional connotations, its role
has expanded to encompass personal style, fashion statements, and even investment opportunities.
The industry itself is a complex ecosystem involving artisans, designers, manufacturers, wholesalers,
retailers, and consumers. Traditional craftsmanship techniques often intertwine with modern
technologies, such as computer-aided design (CAD) and 3D printing, to create intricate and
innovative pieces. The market for jewelry is influenced by factors like fashion trends, cultural
preferences, economic conditions, and technological advancements. While traditional materials like
gold, silver, and diamonds remain popular, there's also a growing interest in alternative materials and
sustainable practices. The jewelry industry operates on a global scale, with major hubs in cities like
New York, London, Mumbai, and Hong Kong. It's a dynamic and competitive field, constantly
evolving to meet the changing tastes and demands of consumers while also facing challenges such as
ethical sourcing, environmental concerns, and shifting consumer behaviors. Overall, the jewelry
industry is a fascinating blend of artistry, craftsmanship, commerce, and culture, with a rich history
and a promising future driven by creativity, innovation, and enduring human desires for beauty and
self-expression.
 EXECUTIVE SUMMARY

An Indian Brand, which can make big in the global market, is Tanishq from Tata Group of
Industries. Tanishq is India’s largest, most desirable and fastest growing jewellery brand in
India.

Tanishq today is India most aspiration fine jewellery brand with an exquisite range of gold
jewellery studded with diamonds or colored gems and a wide range of equally spectacular
jewellery in 22kt pure gold. Exquisite platinum jewellery and designer silverware is also part
of the product range.

Thought they faced with many difficulty in the early stages they for about six years they then
came with up with good strategies.

The Tanishq strategy for the coming couple of years relies on two things increasing
penetration in the domestic markets and going abroad in order to diversify its revenue
portfolio.

Their main core competency is in designing a wide range of products.

They were the first to come up with the idea of karat meter, which proves the quality of the
Gold, to win the trust of the customer.

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11
 INTRODUCTION ABOUT THE COMPANY

Tanishq is an Indian jewellery brand and division of Titan Company. It

was founded in 1994. Headquarter of tanishq is located in Bengaluru,
and has nearly up to 410 retail stores across more than 240 cities.

ACTIVITIES:

Tanishq is a brand of jewellery retail stores in India. The brand is the property of Titan
Company which is back by TATA and TIDCO. The name TANISHQ was chosen by
Titan’s first managing director XERXES DESAI.

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12
The name was formed by combining the first two letters from "Tan" (means body) and
"NIṢK" (meaning gold coin or necklace in Sanskrit), although the k h
been modified into a According to another sources, the name is formed with the two
words Tan (body) and Nishk (gold ornament) in the Sanskrit language, a name synonymous
to superior craftsmen or absolute design.

BRAND 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

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

Epitomizing Excellence

At Tanishq, we strive to deliver excellence, consistently. We've brought to the market a

whole new standard of business ethics and product reliability, in the process bringing about a
transformation in which jewellery is bought or sold in India.

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13
With innovations like the Karat meter to check the purity of gold, the brand has won over the
customer’s hearts. Our constant Endeavour is to maintain the highest standard and quality of
our gold, diamonds and precious stones used in our jewel pieces.

We implement extensive quality checks and only source our diamonds ethically from known,
trusted and certified suppliers.

At Tanishq, we also take great pride in offering an unparalleled retail experience that takes
into consideration our customer's unique needs and preferences.

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.

Tanishq has emerged as India’s fastest growing jewellery brand and is a name which
signifies superior craftsmanship, exclusive designs and superlative product quality.

The term Tanishq was coined by Mr. Xerxes Desai by marrying the words ‘Tan’ meaning
body and ‘Nishk’ meaning a gold ornament.

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 an exquisite range of
gold and diamond jewellery while striking a perfect balance between traditional appeal and
contemporary charm.

The brand perfectly understands the ethos of the current Indian jewellery market and keeps
evolving along with its changing demands and preferences.

Tanishq has brought to the market a whole new standard of business ethics and product
reliability, in the process bringing about a transformation in which jewellery is bought or
sold in India.

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14
Not only does it abide by the stringent standards but also adheres to strict and uniform
guidelines across all 350 stores across 200 cities. With innovations like the Karat meter to
check the purity of gold, the brand has won over the customer’s hearts.

Following the line of ethical practice further, adequate policies are in place for their
karigars and they are well taken care of with benefits like health care and financial aid.

It is also the only jeweller in India with a state-of-art factory in Hosur, Tamil Nadu and
takes utmost care to ensure that it complies with labour laws and environmental standards.

There are 3 other units in Dehradun, Pantnagar and Sikkim as well.

With retail sales of over Rs. 18600 corers in the last financial year, Tanishq continues to
rule the jewelry segment in India.

HISTORY

By the end of the 1980s, Titan launched Tanishq, focused largely on exports to European and
American markets, in an attempt to increase its foreign exchange reserves.

In the early 1990s, India's exchange crisis was resolved, and Titan Company shifted the focus
of the brand to Indian market.

A pilot plant was set up in August 1992 and the production began in 1994, and Tanishq's first
store opened in 1996. Tanishq was the first jewellery retail chain in India.

The first years of Tanishq recorded consistent losses. In 2000, Managing Director Xerxes
Desai chose Bhaskar Bhat to succeed him.

Starting in 2000, its net worth started to grow, and by 2003, Tanishq was among the top 5
retailers in India, and made up 40% of the Titan Company's revenue.

In the early 2000s, Tanishq opened stores internationally, in the Middle East and in the United
States (Chicago and New Jersey), but closed them before the end of the decade.

Tanishq made the beauty pageant crowns for the Femina Miss India 2007. By 2008, Tanishq
had 105 stores in 71 cities in India.

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15
In 2011, the Tanishq group launched the sub-brand called Mia for working women. In
November 2012, Tanishq reached a landmark when it opened its 150th showroom in India

In April 2014, the brand started to export to the United Arab Emirates.

In July 2014, Tanishq announced it ceased its gold deposit schemes to comply with
the Companies Act 2013, schemes that enabled its clients to save up to buy gold, but
launched

it back just a few months later in a format that complied with the new laws.

By December 2022, Tanishq had 385 retail stores nationwide, and announced the opening of
45-50 stores by the end of 2023.

Deepika Padukone became the brand ambassador of Tanishq in 2015.

In 2017, Tanishq launched a sub-brand called Rivaah targeting the wedding segment. In
January 2017, the Titan group merged its Gold Plus stores with the larger Tanishq retail
brand. In April 2017, Tanishq launched the sub-brand Mirayah to cater to women under their
40s.

In December 2017, Tanishq launched the Aveer line, its first line of products for men.

In 2023, the brand opened its U.S. flagship store on Oak Tree Road, a popular East
Coast shopping district for South Asian goods and services.

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16
 CHAPTER 2
PROFILE OF THE ORGANISATION
 CHAPTER : 2
PROFILE OF THE ORGANISATION
1. Background

Tanishq is a renowned Indian jewelry brand that holds a prominent position in the
country's luxury retail industry. It was established in 1994 as a division of Titan Company
Limited, a well-known conglomerate that also owns the popular watch brand Titan.
Tanishq's inception marked a new era in the jewelry sector by offering modern,
innovative designs that cater to the evolving tastes of Indian consumers. The company has
consistently emphasized quality, craftsmanship, and customer-centricity, positioning itself
as a trusted and aspirational brand.

From its inception, Tanishq has been committed to blending traditional Indian artistry
with contemporary designs. The brand collaborates with skilled artisans and designers to
create jewelry pieces that showcase India's rich cultural heritage while embracing global
trends. This unique approach has allowed Tanishq to appeal to a diverse customer base,
spanning across different age groups and regions within India and beyond.

Over the years, Tanishq's commitment to ethical sourcing and sustainable practices has
earned it a reputation as a socially responsible brand. The company has been at the
forefront of promoting responsible jewelry practices, including the use of conflict-free
diamonds and sustainable gold sourcing. This dedication to ethical standards has further
enhanced its appeal among conscious consumers. As a result, Tanishq continues to thrive
as a market leader, setting benchmarks in the jewelry industry and making a significant
impact on the way Indians perceive and purchase jewelry.

Page | 7
2.Nature of business

Tanishq challenged the age old jewelers word with TATA's guaranteed purity. It exploded
the market with facts about rampant impurity across India.
It introduced technology backed challenge in a category completely governed by individual
trust. Tanishq introduced innovations like Karat meter, the only non destructive means to
check the purity of gold.

In its early days, Tanishq was positioned as an international jewellery brand for the Indian
elite. This meant it catered to a niche market.

Moreover, it‟s Italian designs in 18 carat, mostly studded jewellery did not go down well
with the traditional Indian women, used as she was to chose to work on a fusion of
contemporary and traditional
Indian 22 carat jewellery. Abandoning it‟s westernised look.

Among the Tanishq collections that have caught the imaginations of consumers is Aria,
which draws inspiration from the traditional seven stone jewellery that Indian women have
worn for over 100 years. Aria added a contemporary element to the traditional setting of the
seven stone cluster by using diamonds of different shapes and sizes. The use of rhodium
plating alongside the yellow gold gives this product a unique look, modern as well as
traditional.

Other winners from the Tanishq stable include Diva, which has pearls encircled by diamonds,
Hoopla, which boasts diamond hoops, and solo, a collection that uses solitaire diamonds. The
collection is stylish and modern and is designed to suit all forms of attire, western and Indian,
casual and formals.

The introduction of lightweight gold jewelry that looked heavy but waslight in weight and on
the purse marked another milestone in Tanishq‟s brand history.

Page | 8
 3. Vision , mission and quality policy

i. Vision :
Statement of Tanishq Vision: To be world class, innovative, progressive,
organizations and to build India’s most desirable jewellery. Recognised and respected
as an organization for excellence and trusted leadership of the jewellery industry.
Financial independent. Retail skill. Ethics and Industry conducted for the Jewellery
Industry. They create elevating experiences for the people they touch and significantly
impact the world they work in.

The vision statement states that the organization will be world class, innovative and is
to create India’s most appealing jewellery. They design elevating experiences for the
people they aim at and primarily affects the world that they work in.

ii. Mission :

Performance culture and teamwork. Creativity and innovation. Passion for

excellence. Corporate Citizenship.

They will do this through spirit and a caring value driven culture, that fosters
innovation drives performance and ensures the highest global standards in everything
they do.

Mission: The mission summarizes that it's completely customer- oriented and
moreover, the organization believes in creativity and innovation and have the spirit of
passion for excellence in the organization.

iii. Quality policy :

India‟s gems and jewellery sector is one of the largest in the world
contributing 29 percent to the global jewellery consumption. The market
size of the sector is about US$ 75 billion as of 2018 and is estimated to
Page | 9
 reach US$ 100 billion by 2025. The sector is home to more than 300,000 gems and
jewellery players, contributes about 7 percent to India‟s Gross .
Domestic Product (GDP) and employes over 4.64 million employees.
India‟s gems and jewellery sector contributes about 15 percent to India‟s
total merchandise exports. The overall net exports of gems and jewellery
stood at US$ 32.71 billion during FY18 registering a compound annual
growth rate (CAGR) of 5.83 percent over FY05; whereas gems and
jewellery imports increased at a CAGR of 7.97% from US$ 11.63
billion in FY05 to US$ 31.52 billion in FY18. India is the world‟s largest
centre for cut and polished diamonds in the world and exports 75% of the
world‟s polished diamonds.

Today 14 out of 15 diamonds sold in the world are either polished or cut in India. India
exported US$ 21.95 billion worth of cut and polished diamonds in April 2018 February
2019.India is the largest consumer of gold in the world. Rising middle class population and
increasing income levels are the key drivers for the demand of gold and other jewellery in
India.
Gold demand in India rise 11% year on year to 523.93 tonnes during January to September
2018.

Also, the Government of India has permitted 100% Foreign Direct Investment (FDI) in the
sector under the automatic route. As of January 2018, the Reserve Bank of India (RBI) has
increased the scope of the gold monetisation scheme by allowing charitable institution and
government entities to deposit gold, which is expected to boost deposit
over the coming months. The Bureau of Indian Standards (BIS) has revised the standard on
gold hallmarking in India from January 2018, to include a BIS mark, purity in carat and
fitness as well as the units identification and the jeweller‟s identification mark on gold
jewellery.

The move is aimed at ensuring a quality check on gold jewellery

Page | 10
iv. Workflow model

Page | 11
v. Product / Service profile :

The Tanishq portfolio comprises a wide range of jewellery, including 18 carat studded
products, 22 carat plain gold products, silverware and coins. Tanishq is the first brand in the
jewellery category to introduce collections designed exclusively for the modern Indian
women, especially working women.

Among the Tanishq collections that have caught the imaginations of consumers is Aria,
which draws inspiration from the traditional seven stone jewellery that Indian women have
worn for over 100 years. Aria added a contemporary element to the traditional setting of the
seven stone cluster by using diamonds of different shapes and sizes. The use of rhodium
plating alongside the yellow gold gives this product a unique look, modern as well as
traditional.

Other winners from the Tanishq stable include Diva, which has pearls encircled by diamonds,
Hoopla, which boasts diamond hoops, and solo, a collection that uses solitaire diamonds. The
collection is stylish and modern and is designed to suit all forms of attire, western and Indian,
casual and formals.

The introduction of lightweight gold jewelry that looked heavy but was light in weight and on
the purse marked another milestone in Tanishq‟s brand history.

In sync with the Tata brand values, Tanishq is synonymous with trust and purity in a category
that is fraught with questionable practices. Being a member of the Tata family has meant that
it can leverage the group's well earned reputation for ethics and values in a business where
such attributes are critical to win the trust of consumers. Tanishq consumers can afford to
take issues such as purity for granted, and they know they can depend upon the brand to
deliver quality product‟s all the time.

Leadership and innovation are two of the other brand features that Tanishq is consistently
identified with. These values have helped the brand bond with its consumers like no other
Indian jewellery retailer.

India‟s gems and jewellery sector is one of the largest in the world contributing 29 percent to
the global jewellery consumption. The market size of the sector is about US$ 75 billion as of
2018 and is estimated to reach US$ 100 billion by 2025. The sector is home to more than
300,000 gems and jewellery players, contributes about 7 percent to India‟s Gross Domestic
Product (GDP) and employes over 4.64 million employees. India‟s gems and jewellery sector

Page | 12
contributes about 15 percent to India‟s total merchandise exports.

Page | 13
The overall net exports of gems and jewellery stood at US$ 32.71 billion during FY18
registering a compound annual growth rate (CAGR) of 5.83 percent over FY05; whereas
gems and jewellery imports increased at a CAGR of 7.97% from US$ 11.63 billion in FY05
to US$
31.52 billion in FY18. India is the world‟s largest centre for cut and polished diamonds in the
world and exports 75% of the world‟s polished diamonds. Today 14 out of 15 diamonds sold
in the world are either polished or cut in India. India exported US$ 21.95 billion worth of cut
and polished diamonds in April 2018 February 2019.

India is the largest consumer of gold in the world. Rising middle class population and
increasing income levels are the key drivers for the demand of gold and other jewellery in
India. Gold demand in India rose 11% year on year to 523.93 tonnes during January to
September 2018.

Also, the Government of India has permitted 100% Foreign Direct Investment (FDI) in the
sector under the automatic route. As of January 2018, the Reserve Bank of India (RBI) has
increased the scope of the gold monetisation scheme by allowing charitable institution and
government entities to deposit gold, which is expected to boost deposit over the coming
months.

The Bureau of Indian Standards (BIS) has revised the standard on gold hallmarking in India
from January 2018, to include a BIS mark, purity in carat and fitness as well as the units
identification and the jeweller‟s identification mark on gold jewellery. The move is aimed at
ensuring a quality check on gold jewellery.

Page | 14
vi. Ownership profile :

Xerxes Desai was the first managing director of Titan Company, an Indian watchmaking
company, and played an instrumental role in laying the foundation of the company.

Desai was a graduate of Elphinstone College (Mumbai University) and Oxford University.

Desai joined Tata Administrative Services in 1961 after graduation, working at several of
their companies. He founded Titan as a joint venture with J. R. D. Tata in 1986, with support
from the Tamil Nadu Industrial Development Corporation.

He had suggested the idea of a watchmaking company to Tata in the 1970s, who liked it, but
bureaucratic hassles took time till the company was opened in 1986 in Hosur.

In 1994, Desai challenged engineers at Titan to design the world's thinnest watch, with a
movement 1.15mm thick inside a 3.5mm case.

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.

Desai retired in 2002, and was succeeded by his protégé Bhaskar Bhat.

Post retirement

Desai was awarded a Lifetime Achievement award by the National Institute of Design during
its 4th Design Excellence Awards in 2006.Post retirement, Desai was a part of the Indian
Institute for Human Settlements (IIHS) initiative by Nandan Nilekani. Desai died from illness
in Bangalore, where he had lived for 30 years, on 27 June 2016, at the age of 79.

Page | 15
vii. Achievements / awards :

1. Market Leader: Tanishq is one of India's leading jewellery brands and has a significant
market share in the country's jewellery industry.

2. Design Excellence: The brand is renowned for its exquisite and innovative jewellery
designs, which blend traditional and contemporary aesthetics.

3. Trusted Quality: Tanishq is known for its high-quality jewellery, and the brand has built a
reputation for using genuine materials and craftsmanship.

4. Diverse Range: Tanishq offers a wide range of jewellery collections, including gold,
diamond, gemstone, and platinum pieces, catering to various tastes and occasions.

5. Responsible Sourcing: The brand emphasizes responsible sourcing of materials, ensuring

ethical and sustainable practices.

6. Retail Presence: Tanishq has a strong retail presence across India, with numerous
standalone stores and shop-in-shop outlets in major cities and towns.

7. International Expansion: The brand has expanded its presence in several countries, offering
its jewellery to a global audience.

8. Brand Awards: Tanishq has received numerous awards and accolades for its design,
quality, and contributions to the jewellery industry.

Page | 16
viii. Future growth and prospects :

Tanishq has veered away from the high end French look that it started out with to
jewellery that is design differentiated and yet wearable. This shift in its design ethos has
helped make the brands product more accessible to Indian women. The Tanishq of today
has little to do with conspicuous consumption and much to do with meeting the aspirations
and emotional needs of consumers.

Tanishq's retail boutiques are temples for the brand and are used as a platform for
celebration, be it the launch of a new collection, a new marketing promotion or a festival.
This gives Tanishq outlets a unique appeal and consumers an opportunity to heighten their
shopping experience.The launch of new collection such as Dancing Diamonds, Ethics Gold,
Paisley, Dewdrops and Avataar has enabled Tanishq to establish itself as a frontrunner in
the fashion jewelry scene. One of Tanishq's more innovative ideas is to offer special
schemes during various festivals. Given India‟s diversity, this is never a one size fits all
initiative; rather, it means having different promotions at different times of the year in
different parts of the country. So, whether it is Varalakshmi Puja in Andhra Pradesh, Durga
Puja in Bengal, Onam in Kerala or Karva Chauth in the North, the brand celebrates it with
its consumers in the right cultural spirit.

Tanishq has deliberately moved away from mass media advertising and focused on store
promotions to make the brand more accessible to consumers. This has been done to correct
the consumer perception that the brand is highly priced and only meant for the rich and the
famous. This approach has also ensured that Tanishq‟s promotional approach is product led.
Promotions are organised from time to time to activate the market. These events reinforce
the image of Tanishq as a trusted leader. The „Impure to Pure Exchange' offer is an example
of one such activation based promotional campaign. Under this scheme, jewellery buyers
could exchange their impure jewellery of any „caratage' for Tabitha‟s 22 carat jewellery.
During the promotion it offered to value consumers old gold jewellery of 17 carat and above
on Tanishq's Karatmeters.

Between August 1st and August 15th 2001, Tanishq embarked on a promotion where
discounts of up to 20% were offered on all its jewellery. This was to say thank you to a
million consumers on the fifth anniversary of the brand's launch. Over 1,00,000 people
shopped at Tanishq boutiques during this period.

Page | 17
 CHAPTER 3
FUNCTIONS/OPERATION OF THE ORGANISATION
 CHAPTER : 3
FUNCTION/OPERATION OF THE ORGANISATION

Internship tasks at TANISHQ could vary depending on the department and the intern's skills, but few task
include:

 Assisting with Inventory Management : Help in cataloging, organizing, and managing inventory stock.
 Customer Service Support: Aid in attending to customer inquiries, assisting with purchases, and
providing support in resolving customer issues.
 Visual Merchandising Assistance: Assist in creating appealing displays and arrangements to showcase
jewelry products effectively.
 Social Media Marketing Support: Help in creating content, scheduling posts, and engaging with the
audience on various social media platforms to promote the brand and its products.
 Market Research: Conduct research on jewelry trends, customer preferences, and competitor analysis to
provide insights for business improvement.
 Administrative Tasks: Assist in day-to-day administrative duties such as filing, data entry, and
responding to emails.
 Event Support: Aid in organizing and executing promotional events or exhibitions to showcase the
jewelry collection.
 Product Photography Assistance: Assist in capturing high-quality images of jewelry products for online
and offline marketing materials.
 Sales Support: Shadow sales staff, learn about sales techniques, and assist in sales processes such as
order processing and follow-ups.
 Sessions: Attend training sessions or workshops to enhance knowledge about the jewelry industry, sales
strategies, and product knowledge.
These tasks provide a comprehensive overview of the operations within a jewelry retail business and offer
valuable learning opportunities for interns.
 CHAPTER 4
LEARNING
OUTCOMES,SUGGESTION AND
CONCLUSION
 CHAPTER – 4

1. Model stock

It is an demo piece. There are different kinds of jewellery models which we display in the display
board ,we mark and notedown the models displayed on the day and we also notedown the similar
designs necklaces if any are placed . and we have a count on repeated designs of all kind of different
jewelleries .

2. Product identification

According to the current sales record we check the models which has been sold more
within last 15-30days and according to the customers orders placed and the design
which has more demand at present we order that jewellery and make them according
to the customer choice. Morning they used to take me to the stock room where the
stock is kept and we have to check the usual stock which is currently there in stock
room comparing with the previous days stock to know which has been sold out on the
previous day and which stock is been left out at present .Like this every morning we
used to check the stock in various types ; like Gold , silver , diamond , platinum etc

3. Product group

According to the current and previous records we check and compare the records of
all individual noble metals , that is : Gold , silver , diamond , platinum , emralds , gems
etc. we note down which has more demand at recent times and which has been sold
more and accordingly we arrange it for further future needs of the customer .

4. Product allocation

According to the previous week record and analyzing the current demand we place the
order of all kind noble metals to the tanishq gold manufacturing factory which is
located in hosur . we also ensure that it satistifes the customers desires .

5. Stock indent

According to the sales done for the day we notedown the jewellery count sold of each
individual noble metals ( Gold , silver , diamond , platinum , emralds , gems , etc . )
and we submit the report to the manufacuturing company for the further records and
future analysis.

6. Stock inward

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 We get the new collection of stock , twice in a week and the previous orders placed
during product allocation and we record the same .

7. Stock outward

We check the products – different kind of jewells which has not been sold for past 180 days ,
we return those kind of models back to the manufacturing company and notice that it
wouldn’t effect the current designs or the present models which is been displayed.

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 RECENT DEVELOPMENT
Tanishq has veered away from the high end French look that it started out with to jewellery
that is design differentiated and yet wearable. This shift in its design ethos has helped make
the brands product more accessible to Indian women.

The Tanishq of today has little to do with conspicuous consumption and much to do with
meeting the aspirations and emotional needs of consumers.

Tanishq's retail boutiques are temples for the brand and are used as a platform for celebration,
be it the launch of a new collection, a new marketing promotion or a festival. This gives
Tanishq outlets a unique appeal and consumers an opportunity to heighten their shopping
experience.

The launch of new collection such as Dancing Diamonds, Ethics Gold, Paisley, Dewdrops
and Avataar has enabled Tanishq to establish itself as a frontrunner in the fashion jewelry
scene.

One of Tanishq's more innovative ideas is to offer special schemes during various festivals.
Given India‟s diversity, this is never a one size fits all initiative; rather, it means having
different promotions at different times of the year in different parts of the country. So,
whether it is Varalakshmi Puja in Andhra Pradesh, Durga Puja in Bengal, Onam in Kerala or
Karva Chauth in the North, the brand celebrates it with its consumers in the right cultural
spirit.

BRAND VALUES
In sync with the Tata brand values, Tanishq is synonymous with trust and purity in a category
that is fraught with questionable practices.

Being a member of the Tata family has meant that it can leverage the group's well earned
reputation for ethics and values in a business where such attributes are critical to win the trust
of consumers. Tanishq consumers can afford to take issues such as purity for granted, and
they know they can depend upon the brand to deliver quality product‟s all the time.

The brands winning virtues in design and overall quality have shaped a class of discerning
buyers who seek the best in jewellery products. Leadership and innovation are two of the
other brand features that Tanishq is consistently identified with.

These values have helped the brand bond with its consumers like no other Indian jewellery
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retailer.

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 PROMOTION
Tanishq has deliberately moved away from mass media advertising and focused on store
promotions to make the brand more accessible to consumers. This has been done to correct
the consumer perception that the brand is highly priced and only meant for the rich and the
famous. This approach has also ensured that Tanishq‟s promotional approach is product led.
Promotions are organised from time to time to activate the market. These events reinforce the
image of Tanishq as a trusted leader. The „Impure to Pure Exchange' offer is an example of
one such activation based promotional campaign.

Under this scheme, jewellery buyers could exchange their impure jewellery of any „caratage'
for Tabitha‟s 22 carat jewellery. During the promotion it offered to value consumers old gold
jewellery of 17 carat and above on Tanishq's Karatmeters. Between August 1st and August
15th 2001, Tanishq embarked on a promotion where discounts of up to 20% were offered on
all its jewellery.This was to say thank you to a million consumers on the fifth anniversary of
the brand's launch. Over 1,00,000 people shopped at Tanishq boutiques during this period.
Another consumer loyalty programme that has been initiated by Tanishq is called the Golden
Harvest Saving Scheme, which offer buyers the benefit of getting more jewellery than what
they have paid for The scheme allows consumers to plan future purchases in advance and pay
for them in easy instalments. Consumers can choose from two plans a 12 month annual plan
and an 18 month extended plan (the monthly installment can be for any amount upwards of
Rs 500). Tanishq contributes 60% of the last monthly instalment in the annual plan and 130%
of the last monthly instalment in the extended plan, both of which are part of the final price
that the consumer pays for the product.

BRAND AUDIT
A brand audit is effectively a health check of the brand to identify and address problems areas
with a net result of helping you turn things around and grow your bottom line.Brands are like
living entities with life cycles. They start with much excitement and promise, grow and then
eventually plateau. It‟s at this mature stage of evolvement when they potentially start to lose
relevance as customers move on to the latest hot new thing.A brand audit health check helps
you monitor this cycle so you keep your brand fresh and relevant and know when to
reinvigorate or revitalise before sales start to slip. A brand audit also enables you to identify
new areas for innovation and growth.

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Steps For Conducting BRAND AUDIT

● Create a framework

● Question your customers

● Review your web analytics

● Review social data

● Review sales data

● Look at your competitors

● Take action and monitor results

MARKET RESEARCH
Market research is the process of systematically gathering, recording and analyzing data and
information about customers, competitor‟s and the market. It‟s uses include to help create a
business plan, launch a new product or service, fine tune existing products and services, and
expand into new markets.

Market research can be used to determine which portion of the population will purchase a
product/service, based on variables like age, gender, location and income level.

Market research is generally either primary or secondary. In secondary research, the company
uses information compiled from other sources that appears applicable to a new or existing
product. The advantages of secondary research are that it is relatively cheap and easily
accessible.

Disadvantages of secondary research are the data used can be biased and is difficult to
validate. Primary market research involves testing such as focus groups, surveys, field tests,
interview or observation, conducted or tailored specifically to that product.

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 MARKET RESEARCH FOR BUSINESS PLANNING & GROWTH

Market research is for discovering what people want, need, or believe. It can also involve
discovering how they act. Once that research is complete it can be used to determine how to
market your specific product. For the growth and planning of a business there are a few
things that are important..

MARKET INFORMATION

Market information is making known the prices of the different commodities in the market,
the supply and the demand. Information about the markets can be obtained in several
different varieties and formats.

MARKET SEGMENTATION

Market segmentation is the division of the market or population into subgroups with similar
motivations.

Widely used bases for segmenting include geographic differences, personality difference,
demographic differences, use of product differences and psychographic differences.

MARKET TRENDS

The upwards or downward movements of a market, during a period of time. The market size
is more difficult to estimate if you are starting with something completely new.

In this case, you will have to derive the figures from the number of potential customers or
customer segments. But besides information about the targets market you also need
information about your competitors, your customers, products etc.

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 TANISHQ GOLD
From the traditional harams, mangalsutras and thali to the more fashionable earrings, chains
bracelets and rings, there is a lot to choose from at Tanishq.

In India Gold has always been associated with security and is the most valuable form of
investment. However, it has been observed that consumer is an easy target to several
malpractices like under karatage, under valuation of the gold sold and unfair buy back
policies due to the lack of awareness about these issues.Tanishq propagates ethical practices
not only by assuring the customer purity and selling policies, but also fair policies to the
karigar who craft the jewellery.

Tanishq's designs in pure 22k gold are not only unique, expressing the wearers individuality
but each piece is subject to the intricate process of design, crafting and stone setting with
stringent quality standards at every point. At Tanishq, we cater to every occasion.

Our collections in gold abound from the grandiose wedding collection to exotic kundan and
polki, from the stunning Aarka collections to the exclusive Nakashi work.

We ensure that we have something for everyone with our baby range, 9 to 5 for the working
woman and high fashion, mens wear, teens collection and regional specific designs.

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 TANISHQ DIAMONDS
The sparkle of diamonds has always attracted the human eye. Finding your perfect piece of
diamond jewellery is an exhilarating and unique experience.

As with any significant purchase, it is important that you make an educated decision. Cut and
crafted with utmost care, Tanishq diamonds come with a certificate of authenticity, stating
the cartage, court and clarity of the stone, to enable you to know exactly what you are paying
for.

No gemstone expresses human emotions more powerfully than a diamond and Tanishq
transforms these precious stones into breathtaking masterpieces, each unique and splendid in
design. When it comes to diamonds at Tanishq you will be spoilt for choice from many
collections we have to offer.

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 TANISHQ PLATINUM

PURE

Platinum's purity endows it with a brilliant white luster. This helps to reflect the true
radiance of diamonds. Because it is generally 95% pure (18 karat gold is 75% pure) ,
platinum jewellery does not fade or tarnish and keeps it‟s looks for a lifetime.

RARE

Platinum is rare, the coveted treasure of discerning individuals. There is very little platinum
on this earth and it is found in very few places around the world. This exquisite metal is 30
times rares than gold. Platinum‟s rarity makes it exclusive and distinctive – a celebration of
your individuality.

ETERNAL

Platinum jewellery is the perfect choice for a lifetime of everyday wear. Platinum does not
wear away and holds precious stones firmly and securely. All precious metals can scratch, and
platinum is no exception.

However, the scratch on a platinum piece is merely a displacement of the metal and none of
its volume is lost Some of the world‟s most famous gems are set in platinum, such as the
Kohinoor diamond, part of the british crown jewels. Platinum and white Gold are distinctly
different materials and must not be confused.

Platinum is a metallic element while White Gold alloy, which gets its White Colour due to
palladium or nickel. Tanishq's platinum represents excellent value for money.

The price may be higher than a similar item in gold but platinum is pure, rare, enduring,
beautiful, luxurious, classic, and the perfect host for diamonds; previous qualities that make it
worth paying that little bit extra for.

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FEW COLLECTIONS OF TANISHQ :

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 CONCLUSION
Tanishq has firmly established itself as one of India's leading and most reputable jewellery
brands. With a focus on design excellence, responsible sourcing, and a diverse range of high-
quality jewellery, the brand has successfully captured the hearts of customers across the
nation. Its commitment to innovation and blending traditional craftsmanship with
contemporary aesthetics has garnered it widespread acclaim and numerous awards in the
jewellery industry. Tanishq's dedication to ethical practices and responsible business
operations further enhances its appeal, making it a trusted choice for customers seeking
timeless and exquisite jewellery pieces.

As Tanishq continues to expand its retail presence and explore international markets, its
legacy of excellence in design, craftsmanship, and commitment to responsible practices is
expected to contribute significantly to its enduring success. With a strong foundation of trust
and customer satisfaction, Tanishq remains a symbol of India's rich jewellery heritage, setting
new benchmarks for the industry and captivating jewellery enthusiasts worldwide.
 CHAPTER 5

BIBLIOGRAPHY
 CHAPTER -5
BIBLIOGRAPHY

 http://www.rediff/business.com
 http://www.tanishq.co.in/
 http://www.wikipedia/tanishq.com
 http://www.google.com/

OTHER SOURCES:

 Newspaper
 Business Magazines
 Tanishq Catalog