UNIVERSITY OF MUMBAI

PROJECT ON
BRAND ANALYSIS OF
TANISHQ & GITANJALI JEWELS

SUBMITTED BY:
PRATHAMA MADHAV DEOKAR

FOR THE DEGREE OF:

BACHELOR IN MASS MEDIA

UNDER THE GUIDANCE OF:

PROF. MANJU CHAKRAWATI

VIDYA VIKAS UNIVERSAL COLLEGE

MALAD WEST, MUMBAI 400 064
ACADEMIC YEAR:
2015-2016

BRAND ANALYSIS OF
TANISHQ & GITANJALI JEWELS

CERTIFICATE
I, Prof. Manju Chakrawati, hereby certify that Ms.Prathama Madhav
Deokar student of Vidya Vikas Universal College, T.Y.B.M.M. (Semester 5)
has completed the project on Brand Analysis of Tanishq and Gitanjali
Jewels in the academic year 2015-2016.
The information submitted is true and original to the best of my knowledge.

Date:

Certified by

PROJECT GUIDE

BMM COORDINATOR

PRINCIPAL

ACKNOWLEDGMENT
I would like to express my gratitude to all the people who have directly or
indirectly assisted me in my project related studies and contributed in the
process of making this project.

Firstly, I would like to thank my period guide, Prof. Manju Chakrawati, for
her support, cooperation and fruitful discussions during my research on the
topicBRAND ANALYSIS OF TANISHQ AND GITANJALI JEWELS
I would also like to thank the staff at Tanishq and Gitanjali Jewels for
helping me out with my case study and enriching my experience during this
whole process.
Lastly, I would like to express my gratitude to my college, for providing me
such an interesting topic for my university project and their by supporting,
and cooperating with me during my project.
This has been a tremendous learning and enriching experience for me.

INTRODUCTION
The Gems & Jewellery industry
The Gems and Jewellery (G&J) market essentially comprises of
sourcing,processing, manufacturing and selling of precious metals
and gemstones, such as,Gold, Platinum, Silver, Diamond, Ruby,
and Sapphire etc. The G&J market is asignificant contributor to the
Indian economy, based on the size of the domesticmarket and
through its contribution to the countrys exports. India is the
largestconsumer of gold (around 20 percent of global consumption)
and also the largestdiamond processor (around 90 percent by pieces
and 55 percent by value of theglobalmarket.Indias G&J industry is
highly unorganized and fragmented with 96 percentof the total
players being family owned businesses. The gold processing
industryhas around 15,000 players, with only 80 having revenues
over USD 5 million.India is also home to around 450,000
goldsmiths, 100,000 gold jewelers along with6,000 diamond
processing players and 8,000 diamond jewelers.The value chain of
the industry starts from sourcing and mining of the metals
andextends to jewellery retail. While India is not a major miner of
previous metals andstones, the countrys inexpensive and well
skilled workforce makes it a worldleader in processing of
diamonds. The countrys jewellery retail sector is alsoexpected to
evolve with a shift among consumers towards branded jewellery,
driven by greater quality consciousness.There are a few major
players in the G&J segment, with Rajesh Exports being themost
dominant name. Other key players in the field include Gitanjali
Gems, Suhashish Diamonds, Su-Raj Diamonds, Vaibhav Diamonds
and Tanishq. Many of these players are focused on developing

strong brands, large retail operations, strengthening their core

manufacturing operations and building a stronginternational
presence.Indias large population and rapid economic growth offer
significant opportunitiesfor growth of the industry. The emergence
of jewellery retail chains providecustomers with convenience and
assurance of quality. The entry of foreign playersis also likely to
increase competition and provide consumers with greater
choice.Apart from the above, there are other factors that contribute
to a favorable outlookfor the industry.

BRAND ANALYSIS OF TANISHQ

Contents
Executive summary
Introduction
Evolution of tanishq
Growth of tanishq
Competitors
Carbon
Gili
Ps of Marketing Product
Product variety
Quality
Design
Brand name
Services
Place
Pricing
Ansoffs model
Brand Position
Segmentation
Niche marketing
Psychographic segmentation
Geographical segmentation
Swot analysis
Strength
Weaknesses
Opportunities
Threats
The making of a great global Brand
Recommendations
References

EXECUTIVE SUMMARY
An Indian Brand, which can make big in the global market, is
Tanishq from TataGroup of Industries. Tanishq is Indias largest,
most desirable and fastest growingjewellery brand in India.
Tanishq today is Indias most aspiration fine jewellerybrand with an
exquisite range of gold jewellery studded with diamonds or
coloredgems and a wide range of equally spectacular jewellery in
22Kt pure gold.Exquisite platinum jewellery and designer
silverware is also part of the productrange.Though they faced with
many difficulty in the early stages they for about six yearsthey then
came with up with good strategies The Tanishq strategy for the
comingcouple of years relies on two things increasing
penetration in the domesticmarkets and going abroad in order to
diversify its revenue portfolio.To push penetration in other
markets, Tanishq will use the shop-in-shop conceptthat it already
does in 50 stores across different West Asian markets. Thisreduces
distribution costs. Also, for the consumer it remains a Tanishq store
andhelps us get a foot into the market.Their main core competency
is in designing a wide range of products. They were the first to
come up with the idea of karat meter, which proves the quality of
thegold, to win the trust of the customer.

EVOLUTION OF TANISHQ
Titan came into existence in July 1984, when the Tata Group joined
hands with theTamil Nadu Industrial Development Corporation
(TIDCO) to make a foray into thewatch industry.Titan started
manufacturing jewellery watches and jewellery in 1994. It set up
itsfully integrated Rs. 400 million-jewellery plant in Hosur. The
plant had thecapacity to manufacture four tonnes of gold in a year.
Titan launched theseproducts under the brand name of Tanishq, in
1995. The name Tanishq, a blend oftwo words, tan (body) and ishq
(love), was coined by Xerxes Desai, the Vice-Chairman and
Managing Director of Titan.To change its image from a watch
manufacturer to a fashion accessoriesmanufacturer, Titan was
renamed Titan Industries Ltd. in 1995. Titan scaled thecapacity of
its Hosur plant to 4.18 million units in 1996 to meet the domestic
andinternational demand. From the late 1990s, Titans commitment
to the jewellerybusiness increased.When Titan launched Tanishq in
1995, the jewellery industry in India valued at Rs 40,000 crore was
mostly unorganized, with around 3.5 lakh players.Before 1992,
only the Metal and Mineral Trading Corporation and the State
Bank of India wereallowed to import gold. In 1992, as part of
economic liberalization, the governmentabolished the Gold Control
Act of 1962, allowing free import of gold. In 1993, private
companies were allowed to enter the hitherto restricted gold
anddiamond mining industry. Foreign investors were allowed to
hold up to 50%equity in mining ventures.

GROWTH OF TANISHQ

COMPETITORS

CARBON
In early 1991, the Bangalore based Peakok Jewellery Pvt. Ltd.,
(Peakok) wasincorporated and Mahesh Rao (Rao) was appointed
director. Peakok realized thatthe Indian consumers relationship
with gold jewellery would grow beyond aninvestment need
towards a lifestyle and personality statement.In 1996, within the
Peakok fold a new brand of 18-carat gold-based jewellerycalled
Carbon was launched. In 2000-01 Carbons focus had always been
to movejewellery from the vault to the dressing table and bring the
selling of jewellery outof heavily guarded jewellery stores. This
was achieved by persuading a fewlifestyle stores to add branded
jewellery to their vast array of products. Besidesselling from
lifestyle stores, Carbon also sold its products as gift items over
theinternet. Like Tanishq, Carbon laid emphasis on design.Most of
its designs were contributed by students at the National Institute
ofFashion Technology (NIFT) through the diploma programme
which the companysponsored. In addition, Peakoks team of six
designers, (headed by Rajeswari Iyer,an alumnus of a German
design school who had worked in the U.K., Germany andIndia)
turned out around 180 to 200 styles in a year, with 75 designs per
style.At any point in time, there are around 600 designs of Carbon
on sale. The creation,manufacture and marketing of Carbon was
different from the making and selling oftraditional jewellery.It is
made available at `shop-in-shop outlets in large lifestyle stores
(such asShoppers Stop, Ebony, Globus, The Bombay Store,
Lifestyle and Taj Khazana) andsome premium boutiques (such as
the Helvetica in Chennai).Carbon products were priced between

Rs. 2,750 and Rs. 20,000 per piece. Whilethe cost of traditional
jewellery was negotiable, the cost of Carbon items was fixedand
nationally uniform.The brand is available at 50 outlets in 23 cities.

GILI

Gili launched a collection of traditional Indian ornaments made of

18-carat gold. In1999, the Gili Gold range was introduced. This
range included rings, pendants, earrings, necklaces and bangles
made of 24-carat gold. All Gili products came with a guarantee of
diamond and gold qualityGili distributed its jewellery priced
between Rs. 500 and Rs. 40,000 throughlifestyle and department
stores across the country to increase accessibility amongits target
segment, the 15 to 30 age group. Gili distributed its jewellery
pricedbetween Rs. 500 and Rs. 40,000 through lifestyle and
department stores across thecountry to increase accessibility
among its target segment, the 15 to 30 age group.The collection
was promoted at college campuses with banners, pamphlets and
afew advertisements targeted at teens. Gili soon realized that just
pushing its productwas not enough; it also had to customize its
products for special occasions.Following this, it launched a
Diamond Heart Collection specially designed for Valentines Day.
This collection consisting of tiny, heart-shaped diamond jewellery
was well received by teens. Special packaging, catchy advertising
and extensivepress coverage contributed to the success of the
collection. Gili also made specialpromotional offers during festive
seasons like Christmas and Diwali. Having captured the low price
point market of Rs.2000 to Rs.10,000, the company is focused on
penetrating the premium market of customized jewellery. For this
Gitanjali jewels opened a jewellery salon, Gianti, to provide
customized jewelleryto clients in India.

PS OF MARKETING
PRODUCT
PRODUCT VARIETY
Tanishq today is Indias most aspirational fine jewellery brand with
an exquisiterange of gold jewellery studded with diamonds or
colored gems and wide rangeof equally spectacular jewellery in
22Kt pure gold. Exquisite platinum jewelleryand designer
silverware is also part of the product range.Tanishq designs and
manufactures jewellery that is breath- taking, contemporaryand yet
has a tint of tradition. It produces 22 karat pure gold earrings that
come invarious shapes, sizes and designs. Some earrings are
embedded with preciousstones or colour gemstones. These
jewellery sets are overwhelming and couldprove to be apt for
occasions such as marriage, festivities etc. Furthermore, theyalso
make bangles, chains, nose pins, pendants, finger rings, Mangal
Sutras etc.They also produce products made from silver such as
deity idols etc. Recently, Tanishq has started producing diamond
jewellery that are affordable and stunning.The diamond jewellery
include collections such as: All Day Diamonds, Aria,Dewdrops,
Tanishq Solo, Dancing Diamonds etc. These collections come with
acertificate of authenticity that states the karatage, color and clarity
of the diamond.

QUALITY
Consistency in delivering on their promise - Tanishq promises
superior qualityjewellery with purity in gold. It is the first and only

jeweller that guaranteesthe purity of its gold jewellery and certifies

the quality of the precious/semi-precious stones in writing. They
claim and deliver the exact carats and weight that they promise.
Impurity ingold and not delivering what was promised is one of the
main problems theconsumers face when going for gold purchase.
They eliminated this and have builtits brand in trust. Tanishq now
stands for quality and purity. They even have goldmeters where
one can check the purity of gold. Thus it has established itself as
ahighly ethical player in a market that was rated as having the
highest incidence ofunder karatage (Bureau of Indian Standards).It
maintains its quality standards in allits products wherever they are
sold. This shows that they have a resolute core purpose. This is
what they will have to maintain even when they global. They have
the right range of products for the different markets across the
globe. Only they have to remember their differentiating factor. The
differentiating factor for Tanishqwill be the experience and quality
they will be giving the consumers when theycome to the store.

DESIGN
Widely acknowledged as a design leader, Tanishq is known for its
ability todevelop specialized design collections. Each piece of
jewellery is designed by a team of award winning designers. In
fact, Tanishq is the only jeweler to have a full- fledged design
studio with one of thelargest design teams in the country. Every
product at Tanishq is painstakinglycrafted to perfection. Diligent
care and quality processes ensure that the Tanishqfinish is
unmatched by any other jeweller in the country.Tanishq was
recently adjudged the Most Admired Jewellery brand (for the

thirdconsecutive time) in India at the Images Fashion awards 2004.

It has also beenjudged as the Images Retailer of Year in the fashion
category. Positioned as 9-to-5jewellery, the collection is stylish
and modern and is designed to suit all forms ofattire, western and
Indian, casual and formal.

BRAND NAME
"Jewellery is one of the last great commodity frontiers in India; it
has remained sobecause this market is very fragmented, much
unorganized. Tanishq hassuccessfully taken on the challenge of
transforming this frontier into a reliableconsumer space by
bringing to it all the virtues and benefits that branding offers".
- Harish Bhat, CEO, Tanishq.
Tanishq was established in 1995 and within ten years it has become
the largest andmost desirable brand in the jewellery segment in
India. They have constantlyintroduced new offering to their
consumers and have come up with new innovative ideas. The
surveys showed that awareness of the brand was quite high.
Thecompany believes that young urban women, with independent
incomes, are looking at branded national jewellers. The brand
believes that accretion to this segment isclearly in its favour due to
the modern contemporary image among women.

SERVICES

One of the companys most important initiatives was customer

serviceenhancement. Tanishq launched a direct consumer contact
program and conductedsurveys to monitor store walk-ins and
footfalls and percentage of repeat customers.The company also
kept the entry-level price as low as Rs 600 (for a pendant)
andoffered a range, which far exceeded that offered by any other
jeweler. All Tanishqoutlets gave a 100% return guarantee on its
brand of jewellery and also exchangedother jewellery after
deductions
depending
on
purity.
A
customer
satisfactionmeasurement program was started with the help of
Customer SatisfactionMeasurement Management (CSMM), an
associate of IMRB.CSMM trackedcustomer satisfaction parameters
for Tanishq on a quarterly basis.This gave the company the benefit
of benchmarking against local and internationalplayers and also
aided in improving repeat purchases. As a result, it was able
todirectly link the remuneration of franchisees with customer
satisfaction.Since they have many stores across the country they
give guarantee on theirjewellery and also offer to repair it free of
cost anywhere across the country. Theyhave excellent after sales
service and they have been committed in providing goodand honest
service.They welcomes you to exchange your old gold jewellery
for new designs. Toensure you get the right valuation for your old
jewellery, use scientific, reliableand transparent processes
including testing it with the Karat meter.

PROMOTION
The Tata Group has promoted Tanishq as a jewellery store brand,
which competeswith close to three lakh traditional jewellers who
dominate the domestic market. Ithas launched new collections at a
quicker rate than its competitors, and conductedmarketing
promotions and fashion shows to enhance the shopping experience
ofconsumers. Given the diverse nature of Indian ethnicity, Titan
made the designsmore ethnic to satisfy the tastes of all regions.
Titan transposed designs by stockingBengali designs in Delhi,
Keralite designs in Tamil Nadu and typical designs fromTamil
Nadu in Bombay in order to appeal to a variety of people.Concept
stores, the first of which, costing Rs 10 crore, opened in Kolkata .
Theidea of such a store was to harmonize the tradition of the past
with the modernityof the present. In 1998, it launched the corporate
gold gift scheme - When you want to say thankyou, say it in gold.
In 1999, Tanishq delivered gold coins worth Rs. 20 crores toMaruti
Udyog Ltd., to be given away as gifts to Maruti car owners. By
2001, thescheme accounted for almost 5% of the turnover and over
30 corporate clients likeCoca-Cola, the UB Group, Whirlpool, TVS
Group, Ceat and Liberty shoes. Inearly 2000, it made miniature
gold cars for Hyundai Motors to be given to selected
dealers.Tanishq has also endeavored to be part of every occasion in
an Indian womans lifethrough festive promotions, customer
contact programmes as well as through Anuttara, Tanishqs
exclusive consumer reward programme etc. Tanishq providesGift
vouchers in various denominations for gifting your friends and
family.Tanishq, to set off competition, launched Jodhaa Akbar
collection and managedto get lot of marketing hype. The collection
is very pricey and suggested retailprice is between Rs 25,000 to Rs

15 Lakhs.One of the companys most important initiatives was

customer serviceenhancement. Tanishq launched a direct consumer
contact programme andconducted surveys to monitor store walkins and footfalls and percentage of repeatcustomers. The company
also kept the entry-level price as low as Rs 600 (for apendant) and
offered a range, which far exceeded that offered by any
otherjeweller. A customer satisfaction measurement program was
started with the helpof Customer Satisfaction Measurement
Management (CSMM), an associate ofIMRB. CSMM tracked
customer satisfaction parameters for Tanishq on a quarterlybasis.In
1999-2000 the communication and promotion budget was
increased from Rs. 65million to Rs 100 million in 2000-01. A
majority of this was spent towardsadvertising, while a portion was
also earmarked for promotions tailored to matchregional
preferences. For instance, in New Delhi, which was Tanishqs
singlelargest market, substantial promotions were carried out. The
Rs 100 million wassplit into four parts, comprising national-level
spends (both electronic and printmedia), regional budgets, direct
mail and research. For the first time, Tanishqinitiated a long-term
media plan, aiming to give the brand a round-the-yearpresence and
enhance awareness.A customer survey revealed that despite its
high-blitz ad campaign, many didntknow what Tanishq was about,
others found it too expensive and some felt that the product was
not for people like them .So, Kurian and his team then decided
tolaunch the fifth anniversary celebrations of Tanishq that would
offer discounts tocustomers and induce them to come to the store.
The ploy worked and they hadcustomers waiting for the store to
open.Ad campaigns also started to list out the products that Tanishq
had. Bracelets,rings, chains, pendants were explicitly mentioned in

each ad. A range starting at Rs399 was launched.The aim was to

bring down the price barrier significantly.Collections for the
working women and a new set of contemporary designs
werebrought into the stores.Aria, for seven stone diamond
jewellery, Hoopla, focused on diamond studdedhoops and
Collection-G for lower priced gold jewellery with an interesting
twistare just a few lines that have come out of the Tanishqs stable
in the last threeyears.One of Tanishqs more innovative ideas is to
offer special schemes during variousfestivals. Tanishq has also
initiated a loyalty program called the Golden HarvestSavings
Scheme, which offers buyers the benefit of getting more jewellery
thanwhat they have paid for. The scheme allows consumers to plan
future purchases inadvance and pay for them in easy
installments.Exchange offer - change impure gold for pure 22 kt
gold - attracted more people tothe stores. It is estimated that
roughly 2.85 lakh customers bought from - and closeto a million
people went through - 53 Tanishq stores across 41 cities. Since
theEuropean designs in 18-carat gold did not find any takers in
1997, Tanishqintroduced 22-carat ornaments. After hitting six
countries in the last four years,Tanishq entered the $57-billion US
jewellery market with two exclusive stores, onein Chicago and the
other in New Jersey, in the first quarter of 2007-08.

PLACE
Tanishq jewellery is crafted in one of the worlds most modern
factories. Thefactory complies with all labour and environmental
standards. Located at Hosur, Tamil Nadu, the 135,000 sq. ft.
factory is equipped with the latest and mostmodern machinery and
equipment. Tanishq reached the century mark as it unveiled its
100th store in Patna at HathwaMarket. Having embarked on the
retail journey a decade ago, Tanishq today is thelargest jewellery
retailer in India. With a strong presence in 70 cities across
India,unmatched collections and assured purity, Tanishq has
quickly become the firstchoice of discerning customers.Tanishq
opened 30 retail stores during FY08, taking the tally to 130
stores.Currently, the average store-size for Tanishq is 1,000-1,500
sq ft. The storesoperate on the franchise model.Tanishq has
undertaken several unique retail initiatives keeping in mind
thecustomer demand for a world class shopping experience. As
such Tanishq retailidentity has evolved over the years to offer large
format and concept stores thatreflect the brands philosophy of
being Revitaliser of Tradition.Design and retail innovation have
been the hallmark of Tanishq all these years.Tanishq has constantly
formulated an innovative product strategy in this journey inline
with the evolving consumer tastes.Modern retail values and
principles in the selling of branded jewellery in India arealmost
completely the handiwork of Tanishq. The brand has broken fresh
ground inretailing by creating exclusive outlets with hitherto
unknown in-store ambience andhospitality touchstones.Following
more than 40% percent growth in operations last year, Tanishq
willinvest extensively during 2008 in marketing and retail

initiatives to further developthe market. In addition, Tanishq will

build new logistics centres and upgradeexisting ones, laying a solid
foundation to meet future competition.Besides catering to Indian
consumers; Tanishq has successfully entered key exportmarkets
such as the US, the UK, the Middle East, Singapore and Australia.
This istestimony to the brands ability to craft products that meet
the requirements ofvaried cultures and sensibilities.Tanishqs retail
boutiques are temples for the brand and are used as a platform
forcelebration, be it the launch of a new collection, a new
marketing promotion or afestival. This gives Tanishq outlets a
unique appeal and consumers an opportunity to heighten their
shopping experience. Tanishq gave complete freedom to the retail
outlets to pick up designs, which theythought would sell in their
stores. Almost all the outlets stocked the best sellingrange of
designs, which did well across the country.In fact; industry experts
recall a period when plain gold gained space in Tanishqstores at the
cost of studded jewellery. "It was perhaps an offshoot of its
expansioninto mini-metros and other towns where the company
thought plain gold will be inmore demand. It was not a wellresearched move, says an industry expert.It plans to open two pilot
stores at Chicago and New Jersey with a retail format of1,8002,000 sq ft. Meanwhile, it plans to tap small cities by opening 15
Gold Plusoutlets, its jewellery store brand for semi-urban markets.
Launched two years ago, Gold Plus clocked Rs 200 crore revenues
during FY08. Tanishq has entered the USmarkets. This is an
amazing achievement for Titan Industries, said V Govindraj, Vice
President, and Tanishq. Retail is a capital-intensive business. In
America, having 1,000 stores is not unusual. Even for niche
retailing, 200-300 stores are needed.But in India, although there are

several small scale unorganized jewellery markets, Tanishq is the

first and only jewellery brand to have organized mass
jewelleryretail chains across the country. As our company expands,
more and more peoplewill be able to share our mindset. Tanishqs
retail strength goes beyond itsinnovative identity and extensive
reach. Tanishq has undertaken several uniqueretail and marketing
initiatives like creating purchase triggers like Doctors Day
/Professional Day etc that were unexplored avenues in the industry.
Following morethan 40% percent growth in operations last year,
Tanishq will invest extensivelyduring 2008 in marketing and retail
initiatives to further develop the market. Inaddition, Tanishq will
build new logistics centres and upgrade existing ones, layinga solid
foundation to meet future competition.Add the world to this. After
hitting six countries in the last four years, Tanishq isentering the
$57-billion US jewellery market with two exclusive stores, one
inChicago and the other in New Jersey, by the first quarter of 200708. S. Ravi Kant, COO (international business division), Titan,
says: We are not looking at the NRImarket only. We want to
understand the American consumer. He claims thatTanishqs
market research team is figuring out the market and a designer who
cancreate new products for it. Traditional jewellers have been
rebranding themselves and are expanding insmaller towns to widen
reach. "The emphasis for Tanishq will be on specialcollections,
diamond jewellery and bigger stores of about 4,500 sq
ft,"Venkataraman said.Tanishqs team of in-house designers came
out with about 3,500 designs based oncurrent trends and the
feedback from stores. At least 10% of these designs werechanged
every quarter and fresh ones were added to the stock.

PRICING
We have very large collections of pendants, earrings and fingerings
in this pricerange Rs 2000-5000. Tanishq range of products start at
an accessible low of Rs.600 and the range - Solo, Aria, Diva,
Hoopla, Lightweights, Bandhan and the mostrecent, Colours comprises wearable everyday jewellery which has been
designedfor the urban working woman.The Tanishq Valentines
Day collection includes pendants, earrings and fingerrings starting
from Rs. 2,000 onwards. Daytimes collection of all day diamonds,
which starts at an affordable Rs.1, 960. The collection combines
traditional motifsin sleek contemporary lines with slight touches of
black rhodium. The up to 25 percent off offer by Tanishq is a
unique opportunity. This attractive offer has beenintroduced to
benefit the customers and provide them with the best price
andproduct options. Affordably priced from Rs 2,500/- onwards the
Tanishq range ofdiamond jewellery is the ideal accessory for the
customers.This collection iscrafted using a special process called
electro-forming. The jewellery is targeted atcustomers who are
looking for international designs, wearability and value formoney.
The new collection starts from a price range of Rs6,000
onwardsand available at all Tanishq boutiques across the
country.Tanishq offers gold and gem-set jewellery in over 6000
traditional,western and fusion designs. The Tanishq retail chain
currently includes 112 exclusive boutiques in 75 cities, making it
Indias first and largestjewellery retail chain.

BRAND POSITION
Tanishq has been projected as an impeachable mark of trust by
raising theawareness of the people about unethical practices in the
jewellery business andthen measuring the gold purity by
caratmeter.Tanishq also has been positioned as a branded jewellery
of luxury rather thancommodity. It moves jewellery beyond
investment to the fashion and adornment sector.

SWOT ANALYSIS

STRENGTH
Purity of the jewellery through karat meter is still the sign of total
purity.Distribution network and retailing store is in place for the
company with130 stores countrywide. Mind boggling/award
winning designs have comefor the company. Diversity in jewellery
gold/diamond/platinum enhances the product range of the
company. We also have competitive prices forthe entire product
ranges as compared to the competitors.
WEAKNESSES
Capture Rs 70,000-crore Indian jewellery market. Tanishq
comprises asmall share of the overall Rs 70,000-crore Indian
jewellery market andhence it needs to increase its market share in
this huge industry. Escalatedgold costs has caused lower margins is
to push sales as much as possible.
OPPORTUNITIES
Global markets like USA needs to be looked at. Low cost and easy
towear jewellery should be further promoted. Customized
jewellery designsshould provided to the customers. Concentrate on
Gen-X by havingtrendy jewellery. Expand retail stores in India to
further increase reach.
THREATS
Competition from local jewellers all over India. Lack of Skilled
workers in jewellery industry. Gold is no longer seen as source of
investment.People are more concerned about design and luxury.

THE MAKING OF A GREAT GLOBAL BRAND

Tanishq recognized that the real competition was not from the few
other majorplayers but from the regional players in the highly
fragmented industry. In order tocompete with the regional players,
Tanishq introduced the concept of consistencyin delivering
promise. Also the new generation which used jewellery everyday
preferred 18 carat modern jewelery retaining the ethnicity.
Consistency in delivering on their promise
Tanishq promises superior quality jewellery with purity in gold.
They claim anddeliver the exact carats and weight that they
promise. Impurity in gold and notdelivering what was promised is
one of the main problems the consumersw facewhen going for gold
purchase? Tanishq eliminated this and has built its brand intrust.
Tanishq now stands for quality and purity. They even have gold
meters where one can check the purity of gold.It is first and only
jeweller who guarantees the purity of its gold jewellery andcertifies
the quality of its diamonds and colored gems in writing. Thus it
hasestablished itself as a highly ethical player in a market that was
rated as having thehighest incidence of underkaratage (Bureau of
Indian Standards).
Superior products and processes
Widely acknowledged as a design leader, Tanishq is known for its
ability todevelop specialized design collections. Tanishq is the only
jeweller that houses afull-fledged design studio with a team of
several international award winningIndian designers. Tanishq was
recently adjudged the Most Admired Jewellerybrand (for the third
consecutive time) in India at the Images Fashion awards 2004.It

has also been judged as the Images Retailer of Year in the fashion
category.Tanishq jewellery is crafted in one of the worlds most
modern factories. Thefactory complies with all labor and
environmental standards. Located at Hosur, Tamil Nadu, the 1,
35,000 sq. ft. factory is equipped with the latest and mostmodern
machinery and equipment. Every product at Tanishq is
painstakinglycrafted to perfection. Diligent care and quality
processes ensure that the Tanishqfinish is unmatched by any other
jeweller in the country.Distinctive positioning and customer
experience. Yet another aspect of Tanishqthat sets it apart is a
whole new jewellery buying experience offered by itsexclusive
retail showrooms. Tanishq has not only developed a national retail
chainwith uniform and transparent practices and policies but also
maintainedconsistency of retailing standards across all these
showrooms on an ongoing basis.It has a distinctive positioning in
India as it is known for its high quality andjewellery with
international standards. Also, since they have many stores across
thecountry they give guarantee on their jewellery and also offer to
repair it free of costanywhere across the country.
An ability to stay relevant
Tanishq was established in 1995 and within ten years it has become
the largest andmost desirable brand in the jewellery segment in
India. They have constantlyintroduced new offering to their
consumers and have come up with new innovativeideas. They have
excellent after sales service and they have been committed
inproviding good and honest service.

A compelling idea
The idea of having branded jewellery was a totally unique idea.
Coupled with apromise of purity and a unique experience was very
compelling. It persuaded a lotof people especially the people in the
metros and semi metros to leave theirtraditional jewelers and go for
Tanishq.There was always lack of trust among the consumers for
their jewelers. Tanishq removed that with a promise of purity.
Hence what it did in India it can replicateacross the globe. Offer a
totally new perspective to Jewellery buying especiallywhen it
comes to exquisite oriental jewellery. Oriental Jewellery across the
worldis usually found in flea markets or place like China Town or
Indian Markets. Goinginto the main markets in the Western world
will give Tanishq the edge.
A resolute core purpose and supporting values
Tanishq maintains its quality standards in all its products wherever
they are sold.This shows that they have a resolute core purpose.
This is what they will have tomaintain even when they global.
They have the right range of products for thedifferent markets
across the globe. Only they have to remember theirdifferentiating
factor. The differentiating factor for Tanishq will be the
experienceand quality they will be giving the consumer when s/he
comes to the store.
A central organizational principle
Tanishq has to translate what its brand signifies to the whole of
their organizations.They have done that exceptionally well in the
Indian context. A visit to any Tanishq outlet shows that. The people
behind the counter are polite and courteous.They know that they

are there to deliver the promised exceptional services. Thepeople at

Tanishq know what is required of them and hence this will
provebeneficial when Tanishq goes global to maintain its global
standards.Tanishq, as and when it decides to go global will make a
great global brand. As wecan see they have all the characteristics,
which all the global brands have, it can besaid that Tanishq has all
the potential to become a leading global brand.