Tanishq pioneered the concept of branded jewellery and ornaments in India. A division of one of India’s largest conglomerates, Tata Group, Tanishq added a feminine offering to Tata’s long line of products that appealed mostly to the opposite gender.
BLAZE TO BRILLIANCE
Tanishq’s story began when Titan entered the jewellery business, primarily as a manufacturer. With retailing as a distribution channel the company soon realised that the real value addition and competitive challenge was to establish itself at the front end. Hence, in early 2000s, Titan organised itself into two small business units – watches/ clocks and jewellery – which helped Tanishq to redefine its business purpose and focus. Tanishq offers a premium range of gold jewellery studded with diamonds and precious, semi-precious stones along with platinum jewellery. Be it any class, the captivating jewellery patterns originate in the well equipped exclusive jewellery design studio of the Titan.
Tanishq managed to alter the attitude of customers from blind trust to informed trust. Tanishq has brought to the market a whole new standard of business ethics and product reliability. The way in which jewellery is bought and sold in India, the brand has created a revolution in the Indian jewellery trade and continues to set new parameters of excellence for others to follow.
ENGAGEMENT THAT ENTHRALS
Tanishq has managed to carve a niche by becoming India’s first branded jewellery manufacturer and retailer that brought professionalism to the market. Tanishq gives complete freedom to retail outlets to pick up designs which they think will sell in their stores. Consequently, almost every outlet stocks the ‘best selling’ range of designs.
Based on the current trends and feedback from the stores, Tanishq’s team of in-house designers regularly comes out with thousands of new designs and at least 10 per cent of these designs are changed every quarter and fresh ones are added to the stock.
Underlining the fact that today’s urban women no longer wear jewellery only at the weddings and formal occasions, Tanishq offers a wide range of accessories for all occasions and across different price points.
1. Tanishq pioneered the concept of branded jewellery and ornaments in India
2. Tanishq gives complete freedom to retail outlets to pick up designs which they think will sell in their stores