Tanishq - Corporate Profile
In a market that was highly fragmented with the presence of regional
jewellery brands, Tanishq was the first and only one to establish
a national presence. From its inception in 1996 with 5 boutiques
in 4 towns, Tanishq has grown to 60 boutiques in 47 locations
in 2003. The jewellery business group of Titan Industries Limited,
Tanishq has registered a record growth of 39% in the category
and has staked claim to the title of market leader.
There are several factors that have resulted in the exponential
growth and consequently the dominance of Tanishq in the Indian
jewellery market. The superior quality of designs set in 22K gold
or studded with diamonds and other precious gems, the wide range
of exclusive collections which blend contemporary styles and traditional
motifs, the guaranteed purity and the implicit trust of the people
in a TATA enterprise have contributed significantly to the rise
of Tanishq. Moreover the fact that at the end of all this it still
remains highly affordable to the consumer has resulted in Tanishq
being named "India's best jewellery brand" by the CVOTER
Brand Survey.
The best example being the successful launch of a host of collections
that draws inspiration from the fashion-savvy west and the rich
cultural heritage of India. Collections like ARIA, a line of diamond
jewellery inspired by the traditional seven stone floral motifs.
HOOPLA!, a range of diamond hoops that are a fashion craze worldwide.
DIVA, an exquisite collection of jewellery that blends the softness
of pearls with the brilliance of diamonds. COLLECTION G, 9 to
5 jewellery for working women. LIGHTWEIGHTS, a modern collection
of pure 22K jewellery that looks heavy but feels light. SOLO,
a stunning range of affordable solitaire diamonds. What's more
Tanishq even custom makes jewellery to suit specific needs.
Tanishq also owes its success to constant innovation not just
in terms of differentiated designs but also in customer satisfaction
and R&D. The brand has established itself as a highly ethical
player in a market which is marked by unethical practices, with
the introduction of the Karatmeter (an instrument which values
the Karatage of gold in jewellery). With a total of 6 company
run boutiques, 29 franchisee boutiques and 18 service centres
Tanishq provides a completely new jewellery buying experience
yet retains its consistency of retailing standards. An in-store
ambience and hospitality which keep in mind region specific festivals
and activities, value added services like the Golden Harvest Savings
Scheme and Gold exchange program give Tanishq its edge over other
traditional jewellers.
In terms of product innovation, the team of international award
winning designers with the help of state-of-the-art infrastructure
and technical know-how from UK, Germany and Switzerland are developing
new collections to delight the ever-evolving Indian consumer.
Breathtaking collections like Dancing Diamonds, Ethnic, Paisley,
DewDrops, Avtaar are in the pipeline.
In a sluggish economy, beset with dampened consumer sentiments,
where the jewellery market growth has declined during the past
two years, Tanishq has recorded an annual growth of approximately
40%. It has also recorded a fast paced international business
growth, in terms of exports to the USA, UK, Middle East, Singapore
and Australia.
In a short span of six years, Tanishq has successfully effected
a change in the buying pattern of the Indian consumer - the shift
from the traditional jeweller to the jeweller with a corporate
identity. It continues to redefine the best in the Indian jewellery
market and is presently regarded as the most desirable jewellery
brand in India. A sure sign that the future of Tanishq holds a
very bright sparkle.
