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 in 1995, 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. Tanishq’s Gold Plus retails plain gold jewellery with designs specifically created for the semi-urban and rural Indian market.
Tanishq’s Zoya offers premium studded jewellery catering to the needs of the elite. Be it any class, the captivating jewellery patterns originate in the wellequipped exclusive jewellery design studio of the Titan.
- Tanishq pioneered the concept of branded jewellery and ornaments in India
- Tanishq’s team of in-house designers regularly comes out with about thousands of new designs
- The name, ‘Tanishq’ was put together combining the fi rst two letters from ‘Tata’ and the word ‘Nishk’, meaning gold coin or necklace in Sanskrit
- Tanishq gives complete freedom to retail outlets to pick up designs which they think will sell in their stores
Working on a hard, two-pronged brandbuilding strategy— cultivating trust by educating customers on unethical practices in the business and using innovative methods to change the perception of jewellery being a highpriced purchase —Tanishq managed to alter the attitudes 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, Tanishq has created a revolution in the Indian jewellery trade and continues to set new parameters of excellence for others to follow.
ENGAGEMENT THAT ENTHRALS
The name, ‘Tanishq’ was put together combining the first two letters from ‘Tata’ and the word ‘Nishk’ (meaning gold coin or necklace in Sanskrit). In an industry worth Rs.400 billion and among 350,000 players, Tanishq has managed to carve a niche by becoming India’s first branded jewellery manufacturer and retailer that brought professionalism to the market.
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.
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.
Tanishq’s primary customers, as pointed out by the brand, are the urban Indian women who are smart, educated, wellinformed and look to secure value for their money. 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.