Divya Chopra

PGP30195

Section A

Content

Titan – The Parent Brand

Brand Extension - Tanishq

Indian Jewelry Market

Watches16%

Jewelry79%

Eyeware5%

Tanishq - Pure Jewelry Pure JoyGold . Diamond . Platinum .

Royalty stones

WeddingBridal collection

MiaEveryday jewelry

ZoyaSimple ethnic

style

MohamSouth Indian style

AriaUnveiling love passion envy

Gold coin

Chain Pendant

Ring Earring Bracelet

Anklet Jewelry set

Tanishq has a wide range of products

Tanishq has categorized its jewelry into various collections

Promotion Strategy

Belief Honesty Quality Trust

Tanishq initiated innovative schemes to enter into the fragmented jewelry industry

Revitalizing Indian tradition

Tanishq’s branding revolved around building trust among the target consumers

Gold Harvesting

Scheme

Bollywood tie up

100% Exchange policy

Gift vouchersAnnuttara

Loyalty program

Purity checksDifferent collections

Creative designs

Changing perception for

high price products

Differentiating commodity

Entery into organized retailing

Differentiation strategy

The Indian Jewelry Market

Tanishq28%

Nakshatra25%

Asmi12%

Sangini11%

Agni9%

Gili6%

Others10%

Market share

Gold39%

Gold with Di-amond

19%

Gemstones14%

Platinum7%

Pearl8%

Silver5%

Fashion jewelry7%

Jewelry types

Exhibitions1%

Branded jewelry

12%

Malls13%

Diamond merchant

2%

Goldsmiths19%

Family jewlers

53%Sources

Market Size

INR 251,000 Cr.

Expected CAGR

15.95%

FDI since 2004

US$ 476 million

Exports in 2014

US$ 35 billion

2014 2018

Projected Market size

251

530

INR

‘000

Cr