INTRODUCTION OF THE

COMPANY
Tanishq is India‟s largest, most desirable and fastest growing
jewellery brand in India. Started in 1995, Tanishq is the jewellery
business group of Titan Industry Limited. Promoted by the Tata
group., India‟s most respected And widely diversified business
conglomerate.
Tanishq has set up production and sourcing bases with
through research of the jewelry crafts of India. Jewelry at
Tanishq is crafted in one of the world‟s most modern
factories. The factory complies with all labour and
environmental standards. Located at Hosur, Tamil Nadu,
the 1,35,000 sq. ft. factory is equipped with the latest and
most modern machinery and equipment. Every product at
Tanishq is painstakingly crafted to perfection. Diligent care
and quality processes ensure that the Tanishq finish is
Tanishq also introduced professional retailing in the
unmatched by any other jeweller in the country.
disorganized Indian jewelry bazaar, where women can shop
with comfort and peace, without worrying about the purity
of the jewelry they are buying as well as select from the
best jewelry collections available in the Indian market.
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Tanishq today is India‟s most aspirational fine jewelry
brand with 91 stores in 64 cities, with an exquisite range
of gold jewelry studded with diamonds or coloured gems
and a wide range of equally spectacular jewelry in 22kt
pure gold. Exquisite platinum jewelry is also part of the
product range.
Jewellery is one of the last great commodity

frontiers in India; it has

remained so because this market is very
fragmented, very

unorganized. Tanishq has successfully taken on the

challenge of
- Harish Bhat
transforming , CEO , into a reliable consumer
this frontier
space by
Tanishq.
bringing to it all the virtues and benefits that
In a market that has traditionally been dominated by
branding offers.
family jeweler‟s, it
took the entry of Tanishq. India‟s largest, most desirable
and fastest

growing jeweler brand from the house of Titan in 1995, to

give Indians
access to a product whose promise was truly as good as
gold.
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Tanishq's appeal lies in the wealth of its designs and
purity of gold. It has won the trust and admiration of
customers and created a unique position for itself in the
marketplace.
The association with Bollywood blockbusters likes Paheli
and Jodha Akbar and the 2003 Miss India beauty pagent
have enhanced the brand‟s appeal, lending it an aura of
elegance and grandeur. Tanishq stands out as a brand that
abides by values of Trust worthiness, credibility and
respect. The power of Brand was further enhanced with the
introduction of karatmeters a tool that helped customers
gauge the quality of their gold in every Tanishq outlet.
By introducing revolutionary, innovative designs in a
market that worships tradition, the brand created it‟s own
tradition of retail success. Yet Tanishq is more than just a
jewellery retailer. It stands for reassurances of quality and
ethics.
TAN + ISHQ = BODY +
LOVE
The essence of this name is derived from the Urdu
language, a Persian Arabic from of dialect.

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The reason behind electing this unique name for this
company is the fact that women and men alike had
realized the magnificence of the human anatomy since
time immemorial.
Beautifying the human body was a primary part of the

daily routine,
which took several hours of intense care.
Though today things have changed drastically, and time

very precious to
one and all, nonetheless beauty remains a primary concern
in the day to

day
Consequently
activities of
theevery
name man
Tanishq
and women.
is synonymous to love

for your body

where Tan signifies the body and ishq signifies love.

LAUNCHING OF
TANISHQ
Titan launched Tanishq in 1995, India‟s largest, most

desirable and
fastest growing
Tanishq jewelry
challenged brand
the age oldin India. word with TATA's
jewelers
guaranteed purity. It exploded the market with facts about
rampant impurity across India. It introduced technology
backed challenge in a category completely governed by
individual trust. Tanishq introduced innovations like Karat
meter, the only non destructive
1 means to check the purity
3
of gold.
PRODUCT OF THE
COMPANY

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 PRODUC
T
The Tanishq portfolio comprises a wide range of jewellery,
including 18 carat studded products, 22 carat plain gold
products, silverware and coins. Tanishq is the first brand in
the jewellery
collections category
designed to introduce
exclusively for the modern
Indian women, especially working women.

Among the Tanishq collections that have caught the

imaginations of
consumers is Aria, which draws inspiration from the
traditional seven

stone jewellery that Indian women have worn for over 100

years. Aria
added a contemporary element to the traditional setting of
the seven
Other winners from the Tanishq stable include Diva, which
stone cluster by using diamonds of different shapes and
has pearls
encircled
sizes. Theby diamonds,
use of Hoopla, which boasts diamond
hoops,
rhodium and solo, alongside the yellow gold gives this
plating
product a unique
a collection that uses solitaire diamonds. The collection is
look, modern as well as traditional.
The introduction of lightweight gold jewelry that looked
stylish and
modern and is designed to suit all forms of attire, western
and
heavyIndian,
but was
light in weight and on the purse marked another
milestone in Tanishq‟s 1
casual and formals.
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brand history.
RECENT DEVELOPMENTS OF THE
ORGANIZATION
RECENT
DEVELOPMENT
Tanishq has veered away from the high end French look
that it started out with to jewellery that is design
differentiated and yet wearable. This shift in its design
ethos has helped make the brands product more
accessible to Indian women.
The Tanishq of today has little to do with conspicuous
consumption and much to do with meeting the aspirations
and emotional needs of consumers.

Tanishq's retail boutiques are temples for the brand and are
used as a platform for celebration, be it the launch of a new
collection, a new marketing promotion or a festival. This
gives Tanishq outlets a unique appeal and consumers an
opportunity to heighten their shopping experience. The
launch of new collection such as Dancing Diamonds, Ethics
Gold, Paisley, Dewdrops and Avataar has enabled Tanishq
to establish itself as a frontrunner in the fashion jewelry
scene. One of Tanishq's more innovative ideas is to offer
special schemes during various festivals. Given India‟s
diversity, this is never a one size fits all initiative; rather, it
means having different promotions at different times of the
year in different parts of the country. So, whether it is
Varalakshmi Puja in Andhra Pradesh,
1 Durga Puja in Bengal,
6
Onam in Kerala or Karva Chauth in the North, the brand
celebrates it with its consumers in the right cultural spirit.
PROMOTIO
Tanishq
N has deliberately moved away from
mass media advertising and focused on store
promotions to make the brand more accessible
to consumers. This has been done to correct
the consumer perception that the brand is
highly priced and only meant for the rich and
the famous. This approach has also ensured
that Tanishq‟s promotional approach is product
led. Promotions are organised from time to time
to activate the market. These events reinforce
the image of Tanishq as a trusted leader. The
„Impure to Pure Exchange' offer is an example
of one such activation based promotional
campaign. Under this scheme, jewellery buyers
could exchange their impure jewellery of any
„caratage' for Tabitha‟s 22 carat jewellery.
During the promotion it offered to value
consumers old gold jewellery
1 of 17 carat and
7
above on Tanishq's Karatmeters.
Between August 1st and August 15th 2001,
Tanishq embarked on a promotion where
discounts of up to 20% were offered on all its
jewellery. This was to say thank you to a
million consumers on the fifth anniversary of
the brand's launch. Over 1,00,000 people
shopped at Tanishq boutiques during this
period.
Another consumer loyalty programme that has

been
initiated by Tanishq is called the Golden
Harvest Saving

Scheme, which offer buyers the benefit of

getting more
jewellery than what they have paid for. The
scheme

allows consumers to plan future purchases in

advance and
pay for them in easy instalments. Consumers
can choose
1
from two plans a 12 month annual plan and an
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of which are part of the final price that the
consumer pays for the product.

BRAND VALUES
In sync with the Tata brand values, Tanishq is synonymous
with trust and purity in a category that is fraught with
questionable practices. Being a member of the Tata family
has meant that it can leverage the group's well earned
reputation for ethics and values in a business where such
attributes are critical to win the trust of consumers.
Tanishq consumers can afford to take issues such as purity
for granted, and they know they can depend upon the
brand to deliver quality product‟s all the time. The brands
virtues in design and overall quality have shaped a class
winning
of discerning buyers who seek the best in jewellery
products.
Leadership and innovation are two of the other brand
features that Tanishq is consistently identified with.
These values have helped the brand bond with its
consumers like no other Indian jewellery retailer.

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BRAND
A brand audit is effectively a health check of the brand to
AUDIT
identify and address problems areas with a net result of
helping you turn things around and grow your bottom line.
Brands are like living entities with life cycles. They start
with much excitement and promise, grow and then
eventually plateau. It‟s at this mature stage of evolvement
when they potentially start to lose relevance as customers
move on to the latest hot new thing. A brand audit health
check helps you monitor this cycle so you keep your brand
fresh and relevant and know when to reinvigorate or
revitalise before sales start to slip. A brand audit also
enables you to identify new areas for innovation and
Steps For Conducting BRAND
growth.
AUDIT
● Create a framework
● Question your customers
● Review your web analytics
● Review social data
● Review sales data
● Look at your competitors
● Take action and monitor results

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INDUSTRY
PROFILE
India‟s gems and jewellery sector is one of the largest in
the world contributing 29 percent to the global jewellery
consumption. The market size of the sector is about US$ 75
billion as of 2018 and is estimated to reach US$ 100 billion
by 2025. The sector is home to more than 300,000 gems
and jewellery players, contributes about 7 percent to
India‟s Gross Domestic Product (GDP) and employes over
4.64 million employees. India‟s gems and jewellery sector
contributes about 15 percent to India‟s total merchandise
exports. The overall net exports of gems and jewellery
stood at US$ 32.71 billion during FY18 registering a
compound annual growth rate (CAGR) of 5.83 percent over
FY05; whereas gems and
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jewellery imports increased at a CAGR of 7.97% from US$
11.63 billion in FY05 to US$ 31.52 billion in FY18. India is
the world‟s largest centre for cut and polished diamonds in
the world and exports 75% of the world‟s polished
diamonds. Today 14 out of 15 diamonds sold in the world
are either polished or cut in India. India exported US$ 21.95
billion worth of cut and polished diamonds in April 2018
February 2019.

India is the largest consumer of gold in the world. Rising

middle class
population and increasing income levels are the key
drivers for the

demand of gold and other jewellery in India. Gold demand

in India rose
11% year on year to 523.93 tonnes during January to
September 2018.

Also, the Government of India has permitted 100% Foreign

Direct
Investment (FDI) in the sector under the automatic route.
As of January

2018, the Reserve Bank of India (RBI) has increased the

scope of the
gold monetisation scheme by allowing charitable
institution and 2
2

government entities to deposit gold, which is expected to

MARKET RESEARCH
FOR BUSINESS
PLANNING AND
GROWTH
Market research is the process of systematically gathering,
recording and analyzing data and information about
customers, competitor‟s and the market. It‟s uses include
to help create a business plan, launch a new product or
service, fine tune existing products and services, and
expand into new markets. Market research can be used to
determine which portion of the population will purchase a
product/service, based on variables like age, gender,
Market
locationresearch is generally
and income level. either primary or secondary. In
secondary research, the company uses information
compiled from other sources that appears applicable to a
new or existing product. The advantages of secondary
research are that it is relatively cheap and easily
accessible. Disadvantages of secondary research are the
2
data used can be biased and3
is difficult to validate. Primary market research involves
testing such as focus groups, surveys, field tests, interview
or observation, conducted or tailored specifically to that
product.

MARKET
RESEARCH
Market research is for discovering what people want, need,
or believe. It can also involve discovering how they act.
Once that research is complete it can be used to determine
how to market your specific product. For the growth and
planning of a business there are a few things that are
important:

MARKET
INFORMATION
Market information is making known the prices of the
different commodities in the market, the supply and
the demand. Information about the markets can be
obtained in several different varieties and formats.

MARKET
SEGMENTATION 2
4
Market segmentation is the division of the market or
population into subgroups with similar motivations.
Widely used bases for segmenting include geographic
differences, personality difference, demographic
differences, use of product differences and psychographic
differences.
MARKET
TRENDS
The upwards or downward movements of a market, during
a period of time. The market size is more difficult to
estimate if you are starting with something completely
new. In this case, you will have to derive the figures from
the number of potential customers or customer segments.
But besides information about the targets market you
also need information about your competitors, your
customers, products etc.
A few techniques
are:
● Customer
analysis
● Choice Modelling
Competitor analysis
● Risk analysis
● Product research
● Advertising
research 2
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PRODUCT LINE & THE

COLLECTIONS
PRODUCT LINE & THE

COLLECTIONS
PRODUCT

LINE:
TANISHQ
DIAMONDS
The sparkle of diamonds has always attracted the
human eye. Finding your perfect piece of diamond
jewelry is an exhilarating and unique experience. As with
any significant purchase, it is important that you make
an educated decision.
Cut and crafted with utmost care, Tanishq diamonds
come with a certificate of authenticity, stating the
cartage, court and clarity of the stone, to enable you to
know exactly what you are paying for.
No gemstone expresses human emotions more powerfully
than a diamond and Tanishq transforms these precious
stones into breathtaking masterpieces, each unique and
splendid in design. When it comes to

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diamonds at Tanishq you will be spoilt for choice from
many collections we have to offer.

TANISHQ GOLD

From the traditional harams, mangalsutras and thali to

the more
fashionable earrings, chains bracelets and rings, there is
a lot to choose

In India
from Gold has always been associated with security
at Tanishq.

and is the most

valuable form of investment. However, it has been
observed that

consumer is an easy target to several malpractices like

under karatage,
under valuation of the gold sold and unfair buy back
policies due to the

Tanishq's designs in
lack of awareness purethese
about 22k gold are not onlypropagates
issues.Tanishq unique,

expressing
ethical the
wearers
practicesindividuality
not only by but each the
assuring piece is subject
customer to the
purity and
intricate process of
selling policies,

design,
but alsocrafting and stone
fair policies to the setting
karigarwith
who stringent
craft the quality
jewelry.

standards at 2
every point. At Tanishq, we cater
7
to every occasion. Our
collections in
work. We ensure that we have something for everyone
with our baby range, 9 to 5 for the working woman and
high fashion, mens wear, teens collection and regional
specific designs.

TANISHQ
PLATINUM
Metal at its

best.
PURE
Platinum's purity endows it with a brilliant white luster.
This helps to

reflect the true radiance of diamonds. Because it is

generally 95% pure

(18 karat gold is 75% pure) , platinum jewellery does not
fade or tarnish
RARE
and keeps is
Platinum it‟srare,
looks the
for a coveted
lifetime. treasure of discerning
individuals. There is

very little platinum on this earth and it is found in very few

places
around the world. This exquisite metal is 30 times rares
than gold.

Platinum‟s rarity makes it exclusive and distinctive – a

ETERNALPlatinum jewellery is the perfect choice for a
celebration of
lifetime of
your individuality. 2
everyday wear. Platinum does
8
not wear away and holds
precious stones
firmly and securely. All precious metals can scratch, and
platinum is no exception. However, the scratch on a
platinum piece is merely a displacement of the metal and
none of its volume is lost
Some of the world‟s most famous gems are set in

platinum, such as the

Kohinoor diamond, part of the british crown jewels.
Platinum and white Gold are distinctly different materials

and must not

be confused. Platinum is a metallic element while White
Gold alloy,

which gets
Tanishq's its Whiterepresents
platinum Colour due to palladium
excellent valueor
fornickel.
money.

The price may

be higher than a similar item in gold but platinum is pure,
rare, enduring,

beautiful, luxurious, classic, and the perfect host for

diamonds; previous
qualities that make it worth paying that little bit extra for.

THE COLLECTION:
THE DIAMOND
COLLECTION 2
9
No gemstone expresses human emotions more
powerfully than a diamond after all, a diamond is
timeless and finding your perfect piece of diamond
jewellery is an exhilarating and unique experience.
Cut and crafted with utmost care the diamond
collection renders each piece eternal.

THE WEDDING
COLLECTION
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The bride blushes; Everyone around smiles; The
shenai announces festivity; The priests chant
auspicious promises; she walks demurely; A vision
of beauty; Her jewels are exquisite; Crafted by the
best in the land; As pure as the blessings bestowed
on her.

THE ZOYA
COLLECTION 3
1
Intricacy coupled with the simplicity; The
magnificence of history interwoven with linear
contemporary; Secrets of the Pharaoh‟s masked
with the mystery of the cosmos; oriental art
embellished with Occidental architecture; nature‟s
bounty matched with mans ingenuity.

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THE FASHION EARRING COLLECTION
The Fashion earring collection; has a range of over
300
exclusive designs. Keeping in tune with the raging
popularity
that earrings currently enjoy, the Tanishq design
team has creted
the Fashion earring collection, inspired by the
evergreen
Jhumkas or Karnaphools and the trendy Chandelier
and delicate
Stiletto designs.

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THE KUNDAN AND POLKI
COLLECTION
Influenced by the mughal era kundan work requires
special craftsmanship and a myriad of stages, each
crafted by a different set of highly skilled karigar.
Tanishq as a revitaliser of tradition brings to life
techniques and motifs of the period through our
exquisite collections of Kundan and Polki (uncut
diamonds). It is difficult for jewellery to ensure the
purity and correct grammage of the product since it
involves so many stages. However, Tanishq ensures
the Karatage and net wt of the product.

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THE COLOURS OF ROYALTY

COLLECTION

Colors of Royalty a range of exquisite studded

jewellery, reminiscent of the magical Victorian era.
The collection is inspired by the classic design
essence and sensibilities found in the architecture,
fashion, design, drapes and patterns of the Victorian
period. Tanishq has Incorporated
3 the timelessness of
5
these styles into exquisite jewellery designs to
precious stones and diamond jewellery in 18k from
Tanishq comprises more than 200 pieces and is by
far the largest studded collection launched by us.
This exclusive collection was launched at the Ponds
Femina Miss India 2006, where the 25 finalists wore
it. The colors of Royalty is a line of exclusive gems
and stone studded jewellery that reflects the
grandeur of India‟s rich past represented through
the varied meanings associated with colours in our
lives.

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3
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THE MOHAM COLLECTION
The collection comprises designs, motis inspired by
nature that
have been beautifully crafted to make them the
most desirable
possession this season. Mohan is a range of
exclusive ruby
studded jewellery that embodies the auspiciousness
the color red
has in our lives. Rubies have been associated with
prosperity,
passion and have been the most coveted gemstone
for many
years. It is a must have for a Indian women. This
range attempts
to strike a balance between convention and fashion
by creating
designs suitable for the progressive Indian woman,
rooted in her
tradition.

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Tanishq has built itself a reputation of bringing
innovative designs that suit the needs of “the ever-
changing never- changing” Indian woman. The
crowns have been designed to convey the essence
of India through the use of distinctive motis such as
the traditional and auspicious „teeka‟ the Indian
touch to the contemporary styling. Crafted with
painstaking detail, each of these crowns convey a
story; a story of their “ORIGIN”.
3 Inspired by
9
interplanetary movements and colors of flora and
fauna, these tiaras are a stunning combination of
trillions, baguettes, round brilliant cuts, princess,
pears, and specially cut colored crystals. Each crown
weights about 450 GM‟s and has a special spring
mechanism designed to fit perfectly on any size or
shape of head.
The inspiration behind each crown is distinct

and personifies
the spirit of the title.
MISS Universe: This crown has the perfect

cosmic blend of
elements, very like the universe itself. The large
red stone, set

slightly
Miss on the side,
Universe: Thisisfrown
the symbolic
has the and stylised
perfect cosmic

„teeka‟.
blend of
elements, very like the universe itself. The large
red stone, set

Miss World:
slightly on theThe natural
side, is the essence
symbolicofand
thisstylised
piece is

enhanced
„teeka‟. by
the wave like undulating shape on the base of the
crown, sitting

snugly on the forehead of40 the wearer. And of course

rectangular blue stone that expresses the teeka of
victory, and sets off the batting hues of the sea on
the rest of the crown.
Miss Earth: This crown derives its inspiration from

the essence
of nature her flora and fauna. Based on the fablous
colours and

movement of the peacock and its feathers, this

stunning piece is
an intriguing
The jewellerystudy in beautifully
crafted harmony and contract.
with jnterspersion

of diamond
and colored stones, is an ode to the ecstatic beauty
and supreme

power behind every women. The contemporary

styling has been

brought to life with sensuous curves, balance,
rhythm and

symmetry of classic Indian motifs in an

unconventional
synthesis. These beautiful and vibrant gemstones in
different

4
shapes, sizes and colors are
1
sprinkled amongst

diamonds to
Tanishq has translated the timekessness of these
designs to a modern context and brought to life a
collection where fashion, design and tradition
blend perfectly.
TANISHQ FOR
YOU
At Tanishq its not just the products, it‟s the
experience that matters. We make sure that we give
you the premium quality of not only product but
service as well. Tanishq not only has an exquisite
range of designs to meet all your requirements we
also offer the benefits of any modification or
customization on products. There are host of value
added services that you can avail of at Tanishq like
the Golden Harvest Savings Scheme, Gift Voucher
purchase, Exchange of gold and diamonds etc.

Golden Harvest Saving Scheme

Tanishq's “Golden harvest Saving Scheme” is one of
the most

lucrative savings schemes, that enables to save

each month with

Tanishq and plan for wedding jewellery purchases.
Your
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2
monthly installments are safe with us, whereas
could easily get spent. This scheme provides you
with much better returns than other saving options
like bank deposits or post office savings schemes. In
addition, Tanishq's special bonus at the end of the
scheme period helps you stretch your jewellery
budget.
How much money must one invest to
enroll intothe
You need savings
invest scheme?
only Rs.500/- per month to
enroll. You could also deposit a larger sum, as long
as they are in multiples of Rs.500/- You can choose
from two convenient saving scheme options an
Annual plan (12 month installments) and an
Extended Plan (18 month installments).
BONUS:
● 60% of monthly installment in Annual
Plan

● 130% of monthly installment in

“Extended
At Plan”
the end of the scheme period, pick up Tanishq

jewellery of
your choice worth the amount deposited plus the
BONUS
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Installme Bonus for Bonus for
nts 12 Months 18 Months
500
Amount 300
scheme 650
scheme
100
(Rs) 600 130
0 900 0
150 120 195
0
Exchange 0
Policy in 0
Tanisha
200
Exchange your old jewellery for new260
with Tanishq
0 retailers have a differential buy0back or
Most
different rates for selling and buying gold jewellery.
At Tanishq, a single gold rate is maintained for
buying or selling gold jewellery. 8% of the value is
deducted for costs involved with testing, refining
and taxes for the jewellery given by the customer.
When you exchange any Tanishq gold coin with
jewellery, you get the benefit of the current gold
rate and full value exchange without deduction.
When you exchange any other banks gold coin with
jewellery there is a 4% deduction on value. This
deduction is made for handling and transportation
costs and for refining the metal received on
4
exchange. 4
How are Diamonds exchanged in
the market ? How are diamonds
exchanged at Tanishq?
Most jewelers exchange jewellery returned to them
at the purchase price hence any appreciation in the
value of gold and diamonds are not accounted for.
At Tanishq, when you exchange diamond jewellery
purchased from us it is exchanged for its current
value, thus giving you the benefit of any
appreciation that would have taken place in the
price of gold or diamonds.

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5
Gift
Vouchers
Gift Vouchers make the perfect gift for friends and
family. These are available at all Tanishq
showrooms across India and are also redeemable
across the country, Gift vouchers are available in
the following denomination Rs. 2501/- , Rs. 500/- ,
Rs.10001/- , Rs.25001/- so now you no longer need
to worry about gifting your loved one, something of
her choice!

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Branded jewellery players will continue to face
lot of competition from local jewellers. In order
to gain market share, they will have to come
up with designs that customer want and win
the trust and confidence of consumers by hall
marking and demonstrating the purity of the
gold used by them.
To compete with traditional players, branded

players must
also find some way to differentiate themselves.
While the

success of a particular brand will depend on

diffetentiation, afford ability and quality will be
a key

element in sustaining a brand. In addition,

brandedthe major brands Tanishq , Carbon,

Besides
players require focused advertising and astute
sales
Oyzterbsy,
Gili and Trendsmith several regional players
have opened
manship to compete with tradicional jewellery.
5
branches to leverage the trust and reputation
4
 FINANCE
RESEARCH
The finance department is lifeblood of
organization. The main role of finance
department is supporting manufacturing is
that they process the purchase orders,
release payments to the suppliers.
The main source of income is through sales

collection,
inter corporate deposits and other short term
loans.

Besides these, disbursement of salaries to the

employees,
reimbursement of travel expenses and other
small time
Product costing is also done here. The product
purchasing activities. They also support
costing is
done by calculation the utilization of machines
manufacturing
and other in
arriving at “Make or Buy” decision.
fixed costs. The costing method that is
● Company income crossed Rs 2000
crore mark.
followed is
standard costing method.
● PBT crossed Rs 100 56Crore marks.
2018 – 2019 Financial years:
● Share price crossed Rs 1000
and
Capitalization
market crossed a billion
dollars.
Market
Year. 2014-15 2015-16 2016-17 2017-18
2018-19
capitalization
Mkt 21 50 101 353 440
Cap
8 0 8 0 0
(Cr's

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SWOT ANALYSIS OF
TANISHQ
Brand Strengths
● Purity ● Certificate For Plain Gold ●
Quality ● Trust ● Strictly Follows all
the rules and regulations

Of the
Government
Brand
weaknesses
●Limited global
●Tough competition from other
presence

●jewellery
Escalatedbrands
gold cost lower

margin

Brand
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Opportunity 3
●Global penetration in other
●countries
Acquisition of smaller businesses to
Position and
increase brand
reach
●Tie ups with corporate and business
partners

Brand
●Economic fluctuations mean people
Threats
decrease
Spendin their
● gGovernment policies, taxes
etc also affects
Premium jewellerythe
● Trends change quickly, hence
segment
innovations and R and D
Are investment.

Target
●TanishaMarket Ofmen
target both Tanisha
and women of
● different
They have ages
collections for both men and
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women for 4
 Different
● occasion
Tanishq have exclusively holds jewellery
collection For men called Aveer in order to
attract men as well.

Brand Positioning OF
Tanishq
●The brand position itself as the leader of
purity
Trust and
of jewellery among customers.
● It had wide and exclusive range of
collections.
● Provides certificate of authenticity
● Most ethical in nature

Brand
Communication
●TV advertisement featuring Deepika
Padukone As brand ambassador
● Pamphlets, invitation to all customers in
that locality
● Text messages and online advertisements
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5
● The brand follows both traditional and
modern methods Of communication to interact
with the customers.

Challenges
● Of Thehas
Every design created Brand
a valid period of
180jewellery
If the days andis sold within those days the
jewellery
Will be melted and the design will not be
available In the
stores.
Reduced like other stores which results
● in
The value for the jewellery is fixed and
losing
cannot
Somebe
Consumer Perception
customers. About
The Brand

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6
Brand Exploratory Of

Tqnishq
Demographic Profiling
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7
Future
Prospects
The Indian branded jewellery market, though
nascent, grew at the rate of 20 – 30 % during
1998 – 2000. Besi des Tanishq, other major
players included inter gold, gili and carbon.
However, in the Rs 400 billion Indian jewellery
market, Tanishq share was not even 1%

Not willing to accept this as a poor show.

Tanishq saw it
as a vast opportunity instead . The company
planned to

attain a 2% market share in the next few years.

There were also plans to do online monitoring
Kuran said
the jewellery market is one of the largest
of sales
consumer
and design popularity as well as using the
internet to place

orders. The intranet was to contain a photo

collection of 8
all the designs in all the 5stores so that even
those not in
segment in the country. It has an estimated
2,50,000 retailers with no national or
international brand and no corporate
players.
Titan believes that this market is right for

considation. A
consumer oriented, highly ethical corporate
player will

have great opportunity. Our growth rates in

the past three

years have fully substantiated this hypothesis.
Tanishq

had ambitious plans to invest in information

technology
and utilize intaranet and the internet to link all
of its

showroom to one another.

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