Introduction

Tanishq is India's largest, most desirable and fastest growing

jewelry brand in India.
Started in 1995, Tanishq is the jewelry business group of Titan
Industries Ltd - promoted by the TATA group.
Tanishq has set up production and sourcing bases with through
research of the jewelry crafts of India.
Located at Hosur, Tamil Nadu, the 1,35,000 sq. ft. factory is
equipped with the latest and most modern machinery and
equipment.
Tanishq also introduced professional retailing in the unorganized Indian jewelry bazaar.
Tanishq has successfully acquired a major stake (62%) in
Caratlane, an online private label brand based out of Mumbai

Brand Identity

PROMISE OF PURITY AND A UNIQUE EXPERIENCE

STP
Luxur
y
Superior
Product

Tanishq also has been positioned as a branded

jewellery of luxury rather than commodity. It
moves jewellery beyond investment to the
fashion and adornment sector.
In order to compete with the regional players, Tanishq introduced the
concept of consistency in delivering promise.

Segmentation
GEOGRAPHIC SEGMENTATION
Tanishq has 121 stores across 76 cities (metropolitan and
cosmopolitan, small cities and big towns in India) and still
expanding.
DEMOGRAPHIC SEGMENTATION
SEC: Upper middle class to Lower Upper class women.
Age group: 21 55 married women
BEHAVIORAL SEGMENTATION
Consumers, who understands uniqueness, sophistication,
elegance and class.
PSYCHOGRAPHIC SEGMENTATION
Life Style: Tanishq has found that 40% of the Indian women are
working and they targeted this segment with a specific group

Targeting

Women living in metropolitan and

cosmopolitan cities, big towns etc.
Upper middle class and above
Age bracket:
20 30 year old newly married
31 40 year old married with children
41 55 year old with daughters of
marriageable age.

Positioning
PROMISE OF PURITY AND A UNIQUE EXPERIENCE

Luxury

Swot
Analysis

Strengths
One of the most
trusted jewelry
brands in India
Titan Industries of
the Tata Group
Excellent branding
and advertising
Offers simplistic
and low-priced
jewelry for daily
wear

Opportunities
Customized
jewelry design
Tapping global
markets
Tie up with
corporate and
business
partners
Targeting new
segments

Weakness
Fluctuating gold
prices
Market share of
less than 1%
owing to high
competitive
intensity
Lower margins
Limited Global
Presence

Threats
Competition from
large unorganized
sector as well as
local players
Fashion trend
keeps changing
Investors have
stopped investing
in gold as a hedge
against inflation

Recommendations
By
our TEAM

Moving
Forward
They have recently started targeting men to buy the product
for the mothers, sisters and spouses. However, they need to
expand their segment to men proactively specifically for rings.
They can start add on services like on the door cleaning and
polishing, resizing etc.
They can also target low income groups by introducing
premium based/collateral based renting of jewellery.

Thank You

Presented
By
Prashant Saxena
Khushboo Gulati
Akash Rathi
Prashant Jangra
Keshav