Presented by:

Aakash Sharma
Amit Kumar
Avi Jain
Chittranjan Rout
Karthick N
Prashant Singh
Context
Tanishq : Positioning to Capture the Indian Woman's Heart

• Targeted on Western consumer.

• Traditional but modern Indian woman segment.
• For people who saw “gold jewelry as an investment” opportunity.
• Women were the primary target for jewelry, men were the buyers.
• Attention to the domestic jewelry market.
• For premium products target was on urban household with an income of over 1
lakh/month.

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Tanishq : Positioning to Capture the Indian Woman's Heart

• Local competitors that were bigger than Tanishq locally.

• Indian a predominantly mechanical watch market .
• Low-cost Hong Kong based competitors.
• Teaming up of different jewelers from different regions.

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Tanishq : Positioning to Capture the Indian Woman's Heart

• Exports would get them gold import licenses from the government
• Pioneer the karatmeter.

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Tanishq : Positioning to Capture the Indian Woman's Heart

• A joint venture between the Tata Group and Tamil Nadu Industrial Corporation
(TIDCO) became TITAN.
• A joint venture with fashion designer Sabyasachi Mukherjee
• Associated in several high profile fashion events
• With Paheli, a major Bollywood fairytale

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Tanishq : Positioning to Capture the Indian Woman's Heart

Context • Jewelry was very important in an Indian woman’s life, considered “streedhan,”
• The European market appeared to be an opportunity.
• Positioning the Tanishq watches as jewelry that tells time
• The watches were very heavy and appeared clunky and the prices were too high
• Change in the Indian jewelry market standard from 22-karat to 18-karat
• You have to carry potatoes or women won’t come in.
• Consumer spending habits began to changed

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