Tanishq is a jewelry brand launched by Titan in 1995. The document discusses Tanishq's history and vision, the Indian jewelry industry overview, ancient Egyptian jewelry origins, Tanishq's Egyptian-inspired collection, and positioning in the luxury jewelry market by balancing tradition and modernity. It analyzes the industry, competitors, and targets high-income women seeking branded fine jewelry.

1. ENCHANTED

3. TANISHQ: A SPARKLING
JOURNEY
• The Tanishq saga began in the early 1990’s, primarily fuelled
by the fabled Tata entrepreneurial spirit and partly forced by
circumstance.
• Titan launched its products under the brand name of
Tanishq, in 1995. The name Tanishq, a blend of two words,
'tan' (body) and 'ishq' (love), was coined by Xerxes Desai, the
Vice-Chairman and Managing Director of Titan.

4. Vision
• To be a world-class,
innovative, progressive
organization and to build
India’s most desirable brands.
Mission
• To create wealth for all our
stakeholders by building
highly successful businesses
based on a customer-centric
approach, and to contribute
to the community.

5. TANISHQ COLLECTION

6. INDUSTRY REVIEW

7. INTRODUCTION
Gemstones
• Diamonds
• Coloured
Stones-
precious,
semi-
precious,
synthetic
Jeweller
• Plain gold
Jeweller
• Studded
Jeweller
• Silver Jeweller
• Costume
Jeweller
Pearls

8. Unorganized sector
Impact of recession
Rise in prices
R&D & Product development
Low level of technology
absorption
Branding of jewellery
Hallmarking of jewellery
Change in product portfolio
Continuous skill development
Technology up-gradation
Increasing market presence
of Platinum jewellery
CHALLENGES STRATAGIES

9. MARKET OUTLOOK
• India offers world’s most cost-competitive and technology-
savvy work force.
• The market is expected to grow around 14% from 2009-
2015. Organized retail to be a major driver for growth.
• The organized sector of gems and jewelry industry in India is
estimated to grow at 40% per annum.

10. 3. PRODUCT
REVIEW

11. EGYPT: THE LAND OF PYRAMIDS
AND PHARAOHS!

12. ANCIENT EGYPTIAN JEWELRY
• The earliest known record concerning the making of jewelry
is found in Egypt. The first evidence of jewelry making in
Ancient Egypt dates back to the 4th millennia BC.
• The history of the first Ring is that it appeared in the ancient
Egypt. Since, the ring was used as seal and the seal was a sign
of power, the one who was wearing a ring was seen as a
person with big authority. The transforming of the ring from
seal and as a decoration object took place in Egypt.

15. ANKH RING - 'Symbols &
Key Of Life'
GREAT PYRAMID OF
GIZA WITH COBRA RING
EGYPTIAN LOTUS RING
WITH TURQUOISE
TURQUOISE, LAPIS &
CORAL LOTUS RING
EAGLE RING ETERNAL LOVE RING
CLEOPATRA RING
EYE OF HORUS RING -
'The God of Sky'
ISIS RING - 'The Powerful
Magic Goddess'

16. ANUBIS EGYPTIAN RING - 'The
God of the future'
REPLICA OF EGYPTIAN SCARAB
RING WORN BY TUTAKHAMUM
BASTET ANKH RING -' The
Protective Goddess'
AMUN_RA RING - 'God of Sun' OSIRIS RING - 'The God of Dead'
THOTH RING - 'The God of
Writing and Knowledge'
SETH RING – ‘The God of Chaos' GEB RING - 'The God of the Earth'

17. 4. COMPETITOR REVIEW

18. Gitanjali Gems Ltd. Shrenuj & Company Ltd.
Suashish Diamonds Ltd. Su-Raj Diamonds and Jewellery Ltd.

19. 5. EXTERNAL
ENVIRONMENT
REVIEW

20. • Economy expected to grow annualy at 7+ %
• FDI exceeding at an average of USD 120 Billion per
year since 2000
Growing Economy
• India has plans to invest a massive USD 500 Billion
over the next 5 years
Impetus on Infrastructure
Developement
• e-Governance initiatives by several govt. institutions
• Single window approach for investment to facilitate
foreign investors
Enabling Business
Environment
• Market driven by 300 Million plus middle income
group
• A market of more than a billion consumers
Strong Market
Fundamentals
• Highest number of professionals qualifying per year
than any other country
• Largest and youngest employable human resource
Large & Growing Talent
Pool

21. 6. INTERNAL ENVIRONMENT
REVIEW - SWOT

22. STRENGTHS
• The largest consumption market.
• Low labor and energy costs.
• Cultural tradition and consumer affinity
towards gold.
WEAKNESSES
• As the major raw material requirements
need to be imported, companies normally
stock hugequantities of inventory
resulting high inventory carrying costs.
• Problems with design and intellectual
property rights.
• Lack of support from governmental
bodies and industry associations.
OPPORTUNITIES
• New demanding markets in the region.
• Cooperation in fabrication with high cost
countries in Europe.
• Increase of exports utilizing bi-lateral
trade agreements.
• Emerging regional and branded retail
chains.
THREATS
• Negative perception or less awareness
about Egyptian culture.
• Threat from rivalries and new entrants.
• Technology is less improved compared to
China and Thailand’s company.

23. 7. SEGMENTATION

24. DEMOGRAPHIC
Female:
18-50yrs
Income:
Mid level-Upper
Level
PSYCHOGRAPHIC
Life Style:
Culture oriented
Personality:
Smart, Ambitious,
Modern Women
GEOGRAPHIC
Urban, Semi-
Urban
Metropolitan
City
BEHAVIORAL
Occasions:
Celebratory
Occasions
Benefits:
Quality
Attitude
Towards pdt:
High
involvement
Loyalty Status:
Strong
trustworthiness,
credibility and
respect

25. 8. TARGETING

26. Class Consumer Profile Product Preference Company Preference
High
Inherited
Income/Professionals/Bu
siness/ exceptional
ability
Branded Designer
Jewellery and Diamond
studded jewellery
Tanishq and Geetanjali
Upper Middle
Professionals/Business/c
areer
oriented/Executives
Branded jewellery Tanishq
Middle White Collar, Educated
Unbranded jewellery as
well as high quality
Artificial jewellery
Local Shops like PP
jewellers
Sia Jewellers for
Artificial jewellery
Lower Middle Blue Collar, Skilled Artificial Jewellery No company preference
Lower Semi-Skilled No Need -

27. 9. POSITIONING

28. Balance
between tradition
and modernity
Social stature, admiration,
brand prestige, international
standards
For occasions, sense of belonging
As investment, guarantee of purity, trust of the
Tata brand
Wearing an ornament
SELF – ACTUALIZATION________
ESTEEM________________
SOCIAL__________
SAFETY______
PHYSIOLOGICAL___

29. 11. CONCLUSION

30. • Most of the consumers are now showing interest towards
‘Branded Jewelry’.
• People have more affinity towards ‘Antique Jewelry’.
• As it is known that the first Ring appeared in the ancient
Egypt. Since, the ring was used as seal and the seal was a sign
of power, the one who was wearing a ring was seen as a
person with big authority. The transforming of the ring from
seal and as a decoration object took place in Egypt.
• Inspired from the magnificent culture & civilization of
Ancient Egypt, ‘Enchanted Egypt’, the Egyptian Collection
comprises of Unique Egyptian Designs.
• Hoping, it has the potential to attract more customers towards
itself.