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- In the glittering realm of Indian jewelry, Tanishq stands as a crown jewel, not just for its exquisite craftsmanship but also for its revolutionary journey of disrupting and dominating the gold market. Its tale is a compelling case study in innovation, market penetration, and understanding the cultural pulse of a nation.
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May 16, 2023 · One of the key factors behind Tanishq’s growth has been its relentless pursuit of innovation and design excellence. The brand has constantly pushed boundaries by infusing...
Nov 7, 2023 · In a rapidly evolving retail landscape, Tanishq recently embarked on a journey to expand its offline success into the online realm with the help of MoEngage, an intelligent customer engagement platform.
- Nandini Banerjee
Tanishq’s journey to becoming India’s No. 1 jewellery brand is a testament to visionary leadership, innovative strategies, and an unwavering commitment to quality and customer satisfaction.
- Several Missteps
- Crisis Leads to Product and Process Innovation
- Key Learning
Titan attempted to change consumer behaviour by launching 18-karat gold and diamond jewellery in delicate and largely western designs, instead of the 22-karat gold jewellery that was popular in India for centuries. It believed that the less expensive and scratch-proof 18-karat jewellery would enable consumers to buy more and larger pieces. The comp...
Image: Tanishq Retail Stores After five years of experimentation, Titan realised and accepted the Indian consumers’ psyche. To woo them to its stores, it launched 22-karat jewellery suited to Indian tastes. However, the real game changer was the introduction of the Karatmeter, a spectroscopic device that used X-ray to provide an accurate and non-de...
Tanishq is a fine example of transforming crisis into opportunity. When expertise from around its own corporate ecosystem, and some of the most eminent consulting companies were recommending closure of the jewellery business, the leadership decided to use the crisis as an opportunity to innovate, which over a decade of consistent commitment gave ph...
Jul 11, 2023 · In this article, we will explore the fascinating journey of Tanishq, a prestigious jewelry brand that faced numerous challenges but ultimately emerged as a success story in the esteemed Indian...
In 1994, Tanishq was launched to take Titan to the next level, but it FAILED! Everyone asked Ratan Tata to shut it down and cut the losses. To their utter shock, Tanishq went onto makes 85% of Titan's 29 billion dollar business. Here's the CRAZY story:
