Tanishq-The

Turnaround
Story
 Introduction
 Company was started in 1994.

 Tanishq is India’s largest, most desirable and fastest

growing jewellery brand in India.

It has 410 retail stores across more then 240 cities.

Titan Watches Limited was India’s leading manufacturer

of watches marketed under titan later ventured in
jewellery with the name Tanishq.

Tanishq is headquartered in bangalore and has 410

retail stores across more then 240 cities.
 History
 By the end of the 1980, Titan launched Tanishq, focused
largely on exports to European and American markets, in an
attempt to increase its forign exchange reserves.

 Tanishq first store was opened in 1996. The first year of

Tanishq recorded consistent losses. In 2000, Managing
director Xerxes Desai chose Bhasker Bhat to succeed him.

 By 2003 its net worth started growing, Tanishq was among

the top 5 retailers in India, and made up 40% of the Titan
company’s revenue.

 Tanishq have made beauty pageant crowns for the Femina

Miss India in 2007.
 Market Strategies
 Transmigration of designs: Tanishq stocking typical designs from
Tamilnadu in Mumbai and those from Bengal in Delhi. Yet being Indian , these
designs provide variety to customers.
Continous change in designs: At least 10% of designs were changed
at quarterly basis and fresh stocks were added to the stock.
Own chain of retail stores: At starting phase the company sold its
product through multibrand stores. But now it has more then 400+ stores in
india and as well as outside the india.
 SWOT Analysis
 Strengths
-Availability of highly skilled designers in india.
-70% of market share in branded jewellery
market in india.
 Opportunity
-99% of potential Indian gold market.
-Expanding to global markets.
 Weakness
-Loss of talented skilled work force to
foreign brands entering Indian market.
-Negative perception, brand was only
for rich.
 Treats
-Increasing gold price affecting the low
end customers.
-competition from traditional jewellers.
 Future Strategies
Consumer oriented.
Highly ethical corporate player.
Investment in IT.
Making online ordering more easy.
Expected to boost there sale.
More trust worthy.
7p’s of Tanishq
 Product
 Price
 Place
 Promotion
 People
 Physical Evidence
 Process
 Tanishq vs Others
jewellers Tanishq

Vendor or Middlemen Head karigars

Head karigars Unorganised karigars

Unorganised Karigars
 Vision and Mission
Vision
To be a world-class, innovative, progressive organisation and to build
india’s most desirable jewellery.
Recognised and respected as an organisation for excellence and trusted
leadership of the jewellery industry.

Mission
Total customer orientation.
Creativity and Innovation.
Passion for excellence.
Employee appreciation.
 Brand Ambassador
 Nayanthara 2022-2023
Deepika Padukone 2015-21
Jewellery design
 Logo and Tag lines

The name was formed by combining the first two letters from TATA and
“NISHK” – means gold coin or necklace in Sanskrit.
Khushiyon ki chamak – Sparklinf Happiness!
All the glitters is a “golden” deed!
Ghehne aise ki “ishq” ho jaye - Tanishq
 conclusion
The story of Tanishq, once written off as a losing
proposition, Making a remarkable turnaround was an
example of a company single-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.
Thank You