INTRODUCTION OF THE COMPANY

Tanishq is India‟s largest, most desirable and fastest growing jewellery brand in
India. Started in 1995, Tanishq is the jewellery business group of Titan Industry
Limited. Promoted by the Tata group., India‟s most respected And widely
diversified business conglomerate.

Tanishq has set up production and sourcing bases with through research
of the jewelry crafts of India. Jewelry at Tanishq is crafted in one of the
world‟s most modern factories. The factory complies with all labour and
environmental standards. Located at Hosur, Tamil Nadu, the 1,35,000
sq. ft. factory is equipped with the latest and most modern machinery
and equipment. Every product at Tanishq is painstakingly crafted to
perfection. Diligent care and quality processes ensure that the Tanishq
finish is unmatched by any other jeweller in the country.

Tanishq also introduced professional retailing in the disorganized Indian

jewelry bazaar, where women can shop with comfort and peace, without
worrying about the purity of the jewelry they are buying as well as select
from the best jewelry collections available in the Indian market.

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Tanishq today is India‟s most aspirational fine jewelry brand with 91
stores in 64 cities, with an exquisite range of gold jewelry studded with
diamonds or coloured gems and a wide range of equally spectacular
jewelry in 22kt pure gold. Exquisite platinum jewelry is also part of the
product range.

Jewellery is one of the last great commodity frontiers in India; it has

remained so because this market is very fragmented, very
unorganized. Tanishq has successfully taken on the challenge of
transforming this frontier into a reliable consumer space by
bringing to it all the virtues and benefits that branding offers.

- Harish Bhat , CEO , Tanishq.

In a market that has traditionally been dominated by family jeweler‟s, it

took the entry of Tanishq. India‟s largest, most desirable and fastest
growing jeweler brand from the house of Titan in 1995, to give Indians
access to a product whose promise was truly as good as gold.

11
Tanishq's appeal lies in the wealth of its designs and purity of gold. It
has won the trust and admiration of customers and created a unique
position for itself in the marketplace.

The association with Bollywood blockbusters likes Paheli and Jodha

Akbar and the 2003 Miss India beauty pagent have enhanced the brand‟s
appeal, lending it an aura of elegance and grandeur. Tanishq stands out
as a brand that abides by values of Trust worthiness, credibility and
respect. The power of Brand was further enhanced with the introduction
of karatmeters a tool that helped customers gauge the quality of their
gold in every Tanishq outlet.

By introducing revolutionary, innovative designs in a market that

worships tradition, the brand created it‟s own tradition of retail success.
Yet Tanishq is more than just a jewellery retailer. It stands for
reassurances of quality and ethics.

TAN + ISHQ = BODY + LOVE

The essence of this name is derived from the Urdu language, a Persian
Arabic from of dialect.

12
The reason behind electing this unique name for this company is the fact
that women and men alike had realized the magnificence of the human
anatomy since time immemorial.

Beautifying the human body was a primary part of the daily routine,
which took several hours of intense care.

Though today things have changed drastically, and time very precious to
one and all, nonetheless beauty remains a primary concern in the day to
day activities of every man and women.

Consequently the name Tanishq is synonymous to love for your body

where Tan signifies the body and ishq signifies love.

LAUNCHING OF TANISHQ

Titan launched Tanishq in 1995, India‟s largest, most desirable and

fastest growing jewelry brand in India.

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.
13
PRODUCT OF THE COMPANY

14
 PRODUCT

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.
15
RECENT DEVELOPMENTS OF THE
ORGANIZATION
 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.
16
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.

17
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

18
of which are part of the final price that the consumer pays
for the product.

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 retailer.

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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.

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

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INDUSTRY PROFILE
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 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

21
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.

22
 MARKET RESEARCH FOR
BUSINESS PLANNING AND
GROWTH
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

23
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.

MARKET RESEARCH

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
24
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.

A few techniques are:

● Customer analysis
● Choice Modelling
Competitor analysis
● Risk analysis
● Product research
● Advertising research

25
PRODUCT LINE & THE COLLECTIONS
PRODUCT LINE & THE COLLECTIONS

PRODUCT LINE:

TANISHQ DIAMONDS
The sparkle of diamonds has always attracted the human eye. Finding
your perfect piece of diamond jewelry 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

26
diamonds at Tanishq you will be spoilt for choice from many collections
we have to offer.

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 jewelry.

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
27
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.

TANISHQ PLATINUM

Metal at its best.

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.

ETERNALPlatinum jewellery is the perfect choice for a lifetime of

everyday wear. Platinum does not wear away and holds precious stones
28
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.

THE COLLECTION:
THE DIAMOND COLLECTION
29
No gemstone expresses human emotions more powerfully than a
diamond after all, a diamond is timeless and finding your perfect
piece of diamond jewellery is an exhilarating and unique
experience. Cut and crafted with utmost care the diamond
collection renders each piece eternal.

THE WEDDING COLLECTION

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The bride blushes; Everyone around smiles; The shenai
announces festivity; The priests chant auspicious promises; she
walks demurely; A vision of beauty; Her jewels are exquisite;
Crafted by the best in the land; As pure as the blessings
bestowed on her.

THE ZOYA COLLECTION

31
Intricacy coupled with the simplicity; The magnificence of
history interwoven with linear contemporary; Secrets of the
Pharaoh‟s masked with the mystery of the cosmos; oriental art
embellished with Occidental architecture; nature‟s bounty
matched with mans ingenuity.

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THE FASHION EARRING COLLECTION
The Fashion earring collection; has a range of over 300
exclusive designs. Keeping in tune with the raging popularity
that earrings currently enjoy, the Tanishq design team has creted
the Fashion earring collection, inspired by the evergreen
Jhumkas or Karnaphools and the trendy Chandelier and delicate
Stiletto designs.

33
THE KUNDAN AND POLKI COLLECTION
Influenced by the mughal era kundan work requires special
craftsmanship and a myriad of stages, each crafted by a different
set of highly skilled karigar. Tanishq as a revitaliser of tradition
brings to life techniques and motifs of the period through our
exquisite collections of Kundan and Polki (uncut diamonds). It
is difficult for jewellery to ensure the purity and correct
grammage of the product since it involves so many stages.
However, Tanishq ensures the Karatage and net wt of the
product.

34
THE COLOURS OF ROYALTY COLLECTION

Colors of Royalty a range of exquisite studded jewellery,

reminiscent of the magical Victorian era. The collection is
inspired by the classic design essence and sensibilities found in
the architecture, fashion, design, drapes and patterns of the
Victorian period. Tanishq has Incorporated the timelessness of
these styles into exquisite jewellery designs to present a
collection where fashion and traditiona converge. This line of
35
precious stones and diamond jewellery in 18k from Tanishq
comprises more than 200 pieces and is by far the largest studded
collection launched by us. This exclusive collection was
launched at the Ponds Femina Miss India 2006, where the 25
finalists wore it. The colors of Royalty is a line of exclusive
gems and stone studded jewellery that reflects the grandeur of
India‟s rich past represented through the varied meanings
associated with colours in our lives.

36
37
THE MOHAM COLLECTION
The collection comprises designs, motis inspired by nature that
have been beautifully crafted to make them the most desirable
possession this season. Mohan is a range of exclusive ruby
studded jewellery that embodies the auspiciousness the color red
has in our lives. Rubies have been associated with prosperity,
passion and have been the most coveted gemstone for many
years. It is a must have for a Indian women. This range attempts
to strike a balance between convention and fashion by creating
designs suitable for the progressive Indian woman, rooted in her
tradition.

38
Tanishq has built itself a reputation of bringing innovative
designs that suit the needs of “the ever-changing never-
changing” Indian woman. The crowns have been designed to
convey the essence of India through the use of distinctive motis
such as the traditional and auspicious „teeka‟ the Indian touch to
the contemporary styling. Crafted with painstaking detail, each
of these crowns convey a story; a story of their “ORIGIN”.
Inspired by interplanetary movements and colors of flora and

39
fauna, these tiaras are a stunning combination of trillions,
baguettes, round brilliant cuts, princess, pears, and specially cut
colored crystals. Each crown weights about 450 GM‟s and has a
special spring mechanism designed to fit perfectly on any size or
shape of head.

The inspiration behind each crown is distinct and personifies

the spirit of the title.

MISS Universe: This crown has the perfect cosmic blend of

elements, very like the universe itself. The large red stone, set
slightly on the side, is the symbolic and stylised „teeka‟.

Miss Universe: This frown has the perfect cosmic blend of

elements, very like the universe itself. The large red stone, set
slightly on the side, is the symbolic and stylised „teeka‟.

Miss World: The natural essence of this piece is enhanced by

the wave like undulating shape on the base of the crown, sitting
snugly on the forehead of the wearer. And of course the vivid

40
rectangular blue stone that expresses the teeka of victory, and
sets off the batting hues of the sea on the rest of the crown.

Miss Earth: This crown derives its inspiration from the essence
of nature her flora and fauna. Based on the fablous colours and
movement of the peacock and its feathers, this stunning piece is
an intriguing study in harmony and contract.

The jewellery crafted beautifully with jnterspersion of diamond

and colored stones, is an ode to the ecstatic beauty and supreme
power behind every women. The contemporary styling has been
brought to life with sensuous curves, balance, rhythm and
symmetry of classic Indian motifs in an unconventional
synthesis. These beautiful and vibrant gemstones in different
shapes, sizes and colors are sprinkled amongst diamonds to
create a symphony that enhances the look of the stones and adds
a dash of color to conventional designs.

41
Tanishq has translated the timekessness of these designs to a
modern context and brought to life a collection where fashion,
design and tradition blend perfectly.

TANISHQ FOR YOU

At Tanishq its not just the products, it‟s the experience that
matters. We make sure that we give you the premium quality of
not only product but service as well. Tanishq not only has an
exquisite range of designs to meet all your requirements we also
offer the benefits of any modification or customization on
products.
There are host of value added services that you can avail of at
Tanishq like the Golden Harvest Savings Scheme, Gift Voucher
purchase, Exchange of gold and diamonds etc.

Golden Harvest Saving Scheme

Tanishq's “Golden harvest Saving Scheme” is one of the most
lucrative savings schemes, that enables to save each month with
Tanishq and plan for wedding jewellery purchases. Your
monthly installments are safe with us, whereas savings at home

42
could easily get spent. This scheme provides you with much
better returns than other saving options like bank deposits or
post office savings schemes. In addition, Tanishq's special bonus
at the end of the scheme period helps you stretch your jewellery
budget.
How much money must one invest to enroll in the
savings scheme?
You need to invest only Rs.500/- per month to enroll. You
could also deposit a larger sum, as long as they are in multiples
of Rs.500/- You can choose from two convenient saving scheme
options an Annual plan (12 month installments) and an
Extended Plan (18 month installments).

BONUS:
● 60% of monthly installment in Annual Plan
● 130% of monthly installment in “Extended Plan”

At the end of the scheme period, pick up Tanishq jewellery of

your choice worth the amount deposited plus the BONUS

43
Installments Bonus for 12 Bonus for 18
Amount (Rs) Months scheme Months scheme
500 300 650
1000 600 1300
1500 900 1950
2000 1200 2600
Exchange Policy in Tanisha
Exchange your old jewellery for new with Tanishq
Most retailers have a differential buy back or different rates for
selling and buying gold jewellery. At Tanishq, a single gold rate
is maintained for buying or selling gold jewellery. 8% of the
value is deducted for costs involved with testing, refining and
taxes for the jewellery given by the customer.

When you exchange any Tanishq gold coin with jewellery, you
get the benefit of the current gold rate and full value exchange
without deduction. When you exchange any other banks gold
coin with jewellery there is a 4% deduction on value. This
deduction is made for handling and transportation costs and for
refining the metal received on exchange.

44
How are Diamonds exchanged in the market ?
How are diamonds exchanged at Tanishq?

Most jewelers exchange jewellery returned to them at the

purchase price hence any appreciation in the value of gold and
diamonds are not accounted for.
At Tanishq, when you exchange diamond jewellery purchased
from us it is exchanged for its current value, thus giving you the
benefit of any appreciation that would have taken place in the
price of gold or diamonds.

45
Gift Vouchers

Gift Vouchers make the perfect gift for friends and family.
These are available at all Tanishq showrooms across India and
are also redeemable across the country, Gift vouchers are
available in the following denomination Rs. 2501/- , Rs. 500/- ,
Rs.10001/- , Rs.25001/- so now you no longer need to worry
about gifting your loved one, something of her choice!

46
Branded jewellery players will continue to face lot of
competition from local jewellers. In order to gain market
share, they will have to come up with designs that
customer want and win the trust and confidence of
consumers by hall marking and demonstrating the purity
of the gold used by them.

To compete with traditional players, branded players must

also find some way to differentiate themselves. While the
success of a particular brand will depend on
diffetentiation, afford ability and quality will be a key
element in sustaining a brand. In addition, branded
players require focused advertising and astute sales
manship to compete with tradicional jewellery.

Besides the major brands Tanishq , Carbon, Oyzterbsy,

Gili and Trendsmith several regional players have opened
branches to leverage the trust and reputation that they
have built up over the years. This is going to add to the
54
FINANCE RESEARCH
The finance department is lifeblood of organization. The
main role of finance department is supporting
manufacturing is that they process the purchase orders,
release payments to the suppliers.

The main source of income is through sales collection,

inter corporate deposits and other short term loans.
Besides these, disbursement of salaries to the employees,
reimbursement of travel expenses and other small time
purchasing activities. They also support manufacturing in
arriving at “Make or Buy” decision.

Product costing is also done here. The product costing is

done by calculation the utilization of machines and other
fixed costs. The costing method that is followed is
standard costing method.
2018 – 2019 Financial years:
● Company income crossed Rs 2000 crore mark.
● PBT crossed Rs 100 Crore marks.
56
● Share price crossed Rs 1000 and market
Capitalization crossed a billion dollars.

Market capitalization
Year. 2014-15 2015-16 2016-17 2017-18 2018-19
Mkt 218 500 1018 3530 4400
Cap
(Cr's)

57
58
59
SWOT ANALYSIS OF TANISHQ
Brand Strengths
● Purity
● Certificate For Plain Gold
● Quality
● Trust
● Strictly Follows all the rules and regulations
Of the Government

Brand weaknesses
●Limited global presence
●Tough competition from other jewellery brands
●Escalated gold cost lower margin

Brand Opportunity

63
●Global penetration in other countries
●Acquisition of smaller businesses to increase brand
Position and reach

●Tie ups with corporate and business partners

Brand Threats
●Economic fluctuations mean people decrease their
Spending

● Government policies, taxes etc also affects the

Premium jewellery segment

● Trends change quickly, hence innovations and R

Are investment.

Target Market Of Tanisha

●Tanisha target both men and women of different ages
● They have collections for both men and women for
64
 Different occasion
● Tanishq have exclusively holds jewellery collection
For men called Aveer in order to attract men as well.

Brand Positioning OF Tanishq

●The brand position itself as the leader of purity and
Trust of jewellery among customers.
● It had wide and exclusive range of collections.
● Provides certificate of authenticity
● Most ethical in nature

Brand Communication
●TV advertisement featuring Deepika Padukone
As brand ambassador
● Pamphlets, invitation to all customers in that locality
● Text messages and online advertisements

65
● The brand follows both traditional and modern methods
Of communication to interact with the customers.

Challenges Of The Brand

●Every design created has a valid period of 180 days and
If the jewellery is sold within those days the jewellery
Will be melted and the design will not be available In the
stores.
● The value for the jewellery is fixed and cannot be
Reduced like other stores which results in losing
Some customers.

Consumer Perception About The Brand

66
Brand Exploratory Of Tqnishq
Demographic Profiling
67
Future Prospects

The Indian branded jewellery market, though nascent,

grew at the rate of 20 – 30 % during 1998 – 2000. Besi
des Tanishq, other major players included inter gold, gili
and carbon.
However, in the Rs 400 billion Indian jewellery market,
Tanishq share was not even 1%

Not willing to accept this as a poor show. Tanishq saw it

as a vast opportunity instead . The company planned to
attain a 2% market share in the next few years. Kuran said
the jewellery market is one of the largest consumer

There were also plans to do online monitoring of sales

and design popularity as well as using the internet to place
orders. The intranet was to contain a photo collection of
all the designs in all the stores so that even those not in
stock in a particular store could be ordered by customer.
In a highly innovative move, Tanishq tired up with
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segment in the country. It has an estimated 2,50,000
retailers with no national or international brand and no
corporate players.

Titan believes that this market is right for considation. A

consumer oriented, highly ethical corporate player will
have great opportunity. Our growth rates in the past three
years have fully substantiated this hypothesis. Tanishq
had ambitious plans to invest in information technology
and utilize intaranet and the internet to link all of its
showroom to one another.

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