TITAN COMPANY LIMITED

3, Sipcot Industrial Complex,

Hosur-635126,TamilNadu,India.

TITAN’S JOURNEY:

Titan Company Limited (Titan), a joint venture between the Tata Group and
the TamilNadu Industrial Development Corporation (TIDCO), commenced its
operations in 1984. Titan is the fifth largest integrated brand watch manufacturer in
the world. Over the last three decades, Titan has expanded into under penetrated
markets and created lifestyle brands across different product categories. Titan is
known for transforming the watch and jewelry industry in India and for shaping
India's retail market by pioneering experiential retail.

VISION:
We create elevating experiences for the people we touch and significantly
impact the world we work in.

MISSION:
We will do this through a pioneering spirit and a caring, value-driven culture
that fosters innovation, drives performance and ensures the highest global standards
in everything we do.
HISTORY:

YEAR INTRODUCED
1984 Incorporation Titan Watches Ltd
1985 First batch of executives join Titan
1986 The first set of watch protos
1987 First print advertisement
1988 Titan Watch Factory, Hosur
1990 Mumbai Showroom Inauguration
1992 JV with Timex
1993 Launch in Europe
1994 PSI 2000
1996 Tanishq Jewellery launch
1998 Free a Dream - CSR for CRY
2002 Edge - The slimmest watch in the universe
2003 Fastrack relaunched
2004 Titan signs Aamir Khan

2006 Raga relaunch

2007 Jodha akbar

2009 Tanishq launches zoya boutique

2010 Titan’s topline crosses USD 1 billion

2011 Launch of Mia by Tanshiq

2013 Titan launches Skinn fragrances

2015 TEAL established

2016 Titan buys majority stake in Caratlane

2020 HUG Innovations aqui-hire

2022 IRTH Launched

2023 Tanishq enters US market

DIVISIONS:

HEADQUARTERS:
Part of the Tata Group and started as a joint venture with TIDCO, the
company has its corporate headquarters in Electronic City, Bangalore, and registered
office in Hosur, Tamil Nadu.

BOARD OF DIRECTORS:
WHERE PEOPLE COME FIRST

OUR VALUES:
 Customer First:Customers take precedence over all else, always.

 People make the brand: Titanians are at the heart of our success and that is
why their dreams and aspirations are at the forefront of our brand policy.

 Culture and teamwork: High performance is a way of life.

 Creativity and innovation: Driven by innovation and creativity, we focus on

smarter approaches and newer technologies.

 Passion for excellence: In all our pursuits, we ceaselessly strive for excellence.

PRODUCTS:

 Watches
 Jewellery
 Bags
 Perfumes
 Belts
 Wallets
 Eyewear

BRANDS:

 Fastrack
 Tanishq
 Skinn by Titan
 Titan Eye plus
  Sonata
 Favre-Leuba
 Tamira

BRAND WATCHES JEWELLER EYEWEAR NEW

Y BUSINESS

Luxury Favre-Leuba Zoya

Premium Xylys Tanishq

Nebula

Mid Titan Caratlane Titan EyePlus Taneira

Market Fastrack Mia Fastrack Skinn

SF Fastrack
Zoop Perfumes

Mass Sonata

Market

PRICING STRATEGIES FOLLOWED BY THE COMPANY:

 Premium pricing (also called prestige pricing) is the strategy of pricing at, or
near, the high end of the possible price range. People will buy a premium
priced product because

 They believe the high price is an indication of good quality.

 They believe it to be a sign of self-worth - "They are worth it" - It
authenticates their success and status; it is a signal to others that they are a
member of an exclusive group.
 They require flawless performance in this application - the cost of product
malfunction is too high to buy anything but the best.
  Demand based pricing refers to any of the pricing methods that use consumer
demand as the central element. These include: price skimming, price
discrimination and yield management, price points, psychological pricing,
bundle pricing, penetration pricing, price lining, and premium pricing

 At Titan, different price policy is adopted for different brands of products.

Titan has a wide range of brands to offer to the common man to high profile
persons. For example, Sonata India's largest selling watch brand, offers stylish
looks at affordable prices. The thoughtfully crafted designs encompass the
aspirations of young India. The boldness and uniqueness of each design
reflects the confidence of the wearer. The brand offers a variety of looks, to
suit every occasion and every wallet:

 Dressy Sona Sitara watches for special occasions.

 Bold Yuva watches crafted in steel for today's confident youth.
 Contemporary Office Wear watches with formal appearance and leather
strap.
 Stylish and Strong Super Fibre watches.

5S WORKPLACE MANAGEMENT:

(PRACTICE MEANS HAPPINESS AND GROWTH)

1. Seiri -Re organisation

2. Seiton-Neatness

3. Seiso-Cleanliness

4. Seiketsu-Standarization

5. Shitsuke-Discipline

LEAN CONCEPTS:

(ADOPTING LEAN CONCEPTS SUITABLE TO ASSEMBLY)

 5S
  Andon
 Muda, Mura & Muri
 Autonomation
 Poka-Yoke
 Production schedule
 Production leveling
 Genchi Genbutsu
 SMED
 Jidoka
 Takt Time
 Just-in-Time
 TPM
 Kaizen
 TPS

FINANCIAL AREA:

Revenue ₹40,883 crore (US$5.1 billion) (2023)

Operating income 24,447 crore (US$560 million) (2023)

Net income ₹3,274 crore (US$410 million) (2023)

Total assets 227,023 crore (US$3.4 billion) (2023)

Total equity 211,904 crore (US$1.5 billion) (2023)

Owner 1)TIDCO (27.88%)

2)Tata Sons (25.02%)

Number of employees -7,857 (2023)

Parent Tata Group

MANUFACTURING AREA:

 Tool Room
 Movement
 Case Plant
 Assembly
Under the Tool&Movement Area:

 Auto Turning
 Gear hobbing
 Gear Sub Assembly
 Ebauche
 Step motor
 Printing
 Surface Treatment
 OEM supplies
 Planning
 Product Engineering moduk
 Maintenance module
 Module General
 Poc cell-movement component mfg
 Heat Treatment &MTL
 R&D

MANUFACTURING STRATEGY:
WHAT I OBSERVED?
EVALUATION & IMPROVEMENT - ASSEMBLY

 Watch Assembly
 Running Test of Watches
 Stem and Crown Assembly
 Water Resistant Testing
 Month of Assembly Marking
 Movement Assembly
 Movement Cap for Calibre 5130 Movement
 Movement Line RT
 Pick & Place Mechanism
 Oil used for Train Wheels
WATCH ASSEMBLY PROCESS FLOW:

THE INSIDE OF YOUR WATCH:

HUMAN RESOURCE DEPARTMENT:

ON ROLE

GENERAL MANAGER

DIVISIONAL MANAGER

GROUP MANAGER

SENIOR MANAGER

MANAGER

DEPUTY MANAGER

SENIOR EXECUTIVE

OFF-ROLE

 Temporary Manpower

 Contract Basis

1. Annual Labour(AL) - 1 Year

2. Casual Labour(CL) - 1 Year

3. Apprentice(APP) - 1 Year

4. National Apprenticeship }- 3 Years(Reduced to 1 year)

Promotion Scheme(NAPS)

5. Skill Enhance Program(SEP) - 3 Years

6.Basic Training Provider(BTP) - 2 Years

MARKETING AREA:
Direct Marketing

The sale was conducted at the Sivaranjani Hotel from Friday, August 30th to
Sunday, September 8th , between 10:00 AM and 7:00 PM, offering exclusive
discounts of up to 70% off Big Sale on selected items.
 Titan
 Xylys
 POLICE
 Fastrack
 ANNE KLEIN
 TOMMY HILFIGER
 KENNETH COLE

NO WARRANTY,NO REPLACEMENT,NO EXCHANGE

TANERIA(Dresses):
  "Taneria, a Tata-affiliated brand, leveraged a strategic marketing opportunity
by showcasing their dress collections at the Titan Company's entrance.

 This initiative enabled Titan's 5000+ employees to discover and purchase the
dresses, exemplifying a successful direct marketing approach.

 By doing so, Taneria effectively tapped into a captive audience, promoting

their products and driving sales."

LOAN DETAILS:
E – LEVEL:
E10 - Senior Master Technician IV

E9 - Senior Master Technician III

E8 - Senior Master Technician II

E6 - Senior Master Technician.

E7 - Master Technician.

L - LEVEL:

(3) - Associate Vice President

(4) - General Manager

(5) - Divisional Manager

L9 - Group Manager

L8 - Deputy Group Manager

L7 - Senior Manager

L6 - Manager

L5 - Deputy Manager

L3 - Executive

L2 - officer (Technical officer)

CSR ACTIVITIES:

The company has a well-defined policy on social responsibility. Titan's CSR

strategy includes elements related to good governance, human rights, environment
protection and sustainable development, as well as community, social, economic and
cultural development. The CSR focus at Titan is be driven by broad themes such as
upliftment of the underprivileged girl child, women empowerment, skill development
for the underprivileged and support for Indian Arts, Crafts and Indian Heritage.
 During the year 2019-20, the CSR programs have reached out to 3.52 lakh
individuals.

The key highlights during the year were:

 The Girl Child Education initiative through a combination of Employee

engagement and support by Business Associates has reached out to 38,000 girl
children.

 The Titan Leap Centre for skilling through its combination model of skilling
for employment., employability and entrepreneurship and skilling for the
differently abled is running to its full capacity.

 The Grantees of Design Impact Program have made significant progress

during the penultimate year of the Program.

 Launch of a Mobile Rural Vision Screening Program a customised bus that

augments the Eye Care Program to reach out to the hinterlands of Karnataka.

SWOT ANALYSIS:

S Strength
W Weakness
O Opportunity
T Thread

STRENGTH OF THE COMPANY

 Distribution-A very good distribution network is in place. Titan offers

distributors and dealers attractive margins

 Good design with High Quality: Titan is known for its good designs and
high quality. Titan Watches is popular among all Demographics. Titan
Watches have the same quality as international watches.
  Positioning: Titan has established a presence in the watch market. Tata Titan
is a leading brand due to its brand image Customer Service: Titan provides
excellent customer service. Titan watches rarely require repairs, and if it does,
the company will replace the item during the warranty period.

 Merchandise: Titan's main strength is its visual merchandising activities.

Titan showrooms use visually appealing merchandising materials. Titan has a
successful retail chain called "World of Titan."

WEAKNESS OF THE COMPANY

 Non-Water Resistant: Titan Watches is not completely waterproof. Since
watches from other brands claim that the product of those companies is water-
resistant. Titan should also make a move to maintain its position.
 Poor Target Audience and Influences of Mobile Phones: Titan does not
intend to target rural India. Customers are shifting away from watching
television in favor of using mobile phones.
 Lack of Technology: Titan is less common in smartwatches, which are in
high demand in the future. So Titan should start manufacturing smartwatches
in this tech-savvy world.

OPPORTUNITIES OF THE COMPANY

 Expansion: Titan needs to market its timepieces as a symbol of generosity.

Watches for gifts are popular, and promotional watches for gifting might be a
terrific chance. The Indian watch market is underserved; just 35% of the
population owns a watch
 Design: Watches that are worn as fashion accessories rather than just
functional items. Titan's products are very unique in design and look cool
while wearing them.

 Consumer Friendly and Improving Its Target: With rising customer

perceptions, consumers are more likely to own multiple timepieces for
 different times and activities. A massive exchange-rate market exists. Make
waterproof wristwatches. The rural market could be exploited.

THREADS OF THE COMPANY

 Competitors: Citizen, Swiss-Omega, Rolex, Tag Heuer, Tissot, Rado, and

others are among Titan's fierce competitors. Titan needs to come up with
different strategies to maintain its position in the business.
 Global Market: Chinese watch businesses are also posing a threat to Titan by
selling its products at a lower cost. Since it is cheap, people tend to buy those
products.
 Fake Product: Because Titan watches are simple in design, the products are
easy to imitate. Imitation products don't give the same success as they did for
the original one. It may cause a serious threat to Titan.

CONCLUSION:
Titan is a sucessful, world class, innovative and progressive organisation and
to built India's most desirable brand.Titan company has also made its foray into new
similar business segments like spectacle frames, sunglasses, powered lenses,
jewellery, purses, belts and bags.Titan is successful in creating wealth for all the
stakeholders by building highly successful businesses based on a customer centric
approach, and to contribute to the community.