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Tanishq is an Indian jewellery brand under Titan Company. [1] Founded in 1994, [ 2 ] It is based in Bengaluru , and has 410 retail stores across more than 240 cities in India, UAE, the US, Singapore and Qatar.
The journey of Tanishq started with the launch of 18k gold watches studded with precious stones in 1994. But, it soon grew into a 22K jeweller who presented a stunning range of gold and diamond jewellery. The term Tanishq was coined by Mr. Xerxes Desai by marrying the words ‘Tan’ meaning body and ‘Nishk’ meaning a gold ornament and ...
About Tanishq. Brand Story. Initial Foray. The journey of Tanishq started with the launch of 18k gold watches studded with precious stones in 1994. But, it soon grew into a 22K jeweller who presented a stunning range of gold and diamond jewellery.
Coined by Mr Xerxes Desai by marrying the words 'Tan' meaning body and 'Nishk' meaning a gold ornament, Tanishq is a name synonymous with superior craftsmanship, exclusive designs and superlative product quality.
- Story of Tanishq
- How Titan Started Selling Jewelry
- Why Mr. Desai and The Team Pursue The Jewelry Market in India
- Karatmeter
- 1922 Strategy
- Gold Harvest Investment Scheme
- Mia Collection and Zoya Collection
- Lessons from Tanishq’s Market Strategy
This is a story that dates back to the late 1980s. By this time it had been four to five years since the Titan brand had started and as we saw from the Titan article Mr. Desai and his team had built an incredible company for the Tatas in Tamil Nadu. After cementing Titan’s position in India in the 1990s Mr. Xerxes wanted to take Titan to the Europe...
Well, that is because something crazy happened in the middle east during that time. The United States had recently invaded Iraq over Saddam Hussein’s invasion of Kuwait. In the build-up of the invasion, Iraq and Kuwait had been producing a combined 4.3 million barrels of oil a day. But when the war tensions started rising. It led to the 1990s oil s...
The reason was that while visiting a jewelry exhibition at the Taj Hotel they made three important observations. 1. The Indian household was extremely passionate about jewelry because it was an investment and not an expense and even an orthodox family did not mind spending tens of thousands of rupees on jewelry. 2. But secondly, the jewelry designs...
Tanishq made a game-changing investment into something called the Karatmeter. This investment completely changed Titan’s game forever. To tell you about it most families in India trusted one family jeweler who had been selling them gold and other jewelers for 20-30 long years. But at the same time Tanishq understood that these jewellers were adulte...
In this scheme, women could bring in their gold jewelry and test it in the karatmeter and if the purity of the jewelry was lower than 22 karat and higher than 19 karats it could be exchanged for Tanishq 22 karat jewellery of their choice by paying only the manufacturing charges and Tanishq could bear the cost of gold, yes you read that right Tanish...
In this scheme, if you wanted to buy a gold chain worth 2.4 lakhs and you didn’t have that kind of money. You could actually deposit 20,000 rupees per month for 11 months with Tanishq. And then Tanishq would pay your 12th installment of 20 000 rupees. At the end of the year, you would have 2.4 lakh rupees to buy your gold chain. This is almost like...
In this case, Tanishq actually observed that working women didn’t want to wear very ornate jewellery to work. Because it looked too flashy. At the same time, they wanted something affordable, elegant, and easy to wear. So Tanishq launched the Mia collection that specifically addressed this segment of the audience and started their pricing from 3999...
First Lesson:- There is a thin line between what you think your customers like and what they actually like. So always do your market research thoroughly before stepping into the market. And the mos...Second Lesson:-Sometimes you have to make people aware of the problem before providing the solution. In this case, although people are buying impure gold the blind trust of the local jewelers neede...Third Lesson:- Always remember empathy is that superpower that can turn a commoner into a king. In this case, the constant market assessment done by the Tanishq team gave them million-dollar assets...In 1995, Tanishq started manufacturing and selling jewellery in India through other jewellers and Titan watch showrooms. This move laid the foundation for the brand’s entry into the Indian market. Opening the First Tanishq Store. July 1996 marked a significant milestone with the opening of the first up-market Tanishq store in Chennai.
What’s Ticking At. Set up in 1994, Tanishq is India's ultimate destination for gold and diamond jewellery for any festivity or occasion!
