Titan Industries is the worlds fifth largest and Indias leadingmanufacturer of watches. It has several popular brands in itsfold including Heritage, Aviator, Regalia, Octane and WWF The Titan portfolio has over 60% share in the domesticmarketShare in the organized watch market. To ensure a dominantpresence in the market, the company has showrooms in everynook and corner of the country that caters to the needs ofevery segment of the people.
To be a world-class, innovative andprogressive organization and to buildIndia’s most desirable brands.
To create wealth for all our stakeholders bybuilding highly successful businesses basedon a customer-centric approach, and tocontribute to the community.
Total customer orientation Employee appreciation Performance culture and teamwork Creativity and Innovation Passion for excellence Corporate Citizenship
• Creation of Edge Slimmest commercially available watch “in the universe”.(thickness: 3.5 mm) Four years of intensive R&D. Produced indigenously. Received Best Design Award in Lifestyle Product Category • Organized by Business World.
Certified under ISO 9001 in Dec.’94 ISO 14000 certification in 2002 TS 16949 certification in Feb ‘05
Aamir Effect Created by TVC. TVC introduced in Oct. 2004. Sales soared exponentially. Catalogue Advertising Used effectively to merchandise new models. Newspaper “Cuttings”.
10000 2300 Dealers ALL INDIA Towns 177 104 World Of Titan Showrooms Towns 119 90 Time ZonesMulti-brand-stores Towns 616 314 Service Centers Centers Towns
The Design Studio: – Excellent Watch and Jewellery design. – Has international award winning designs to its credit. Sophisticated Design & Development Centre – Advanced Pro-E workstations and prototyping facility. Every Ford Mondeo car rolling out of the plant in Genk, Belgium has a Titan Clock.
INTERNATIONAL BUSINESS One of India’s first companies to market a consumer brand overseas. Now present in 26 countries outside India Among the top 3 brands in some Asian countries Selling 650k watches annually with increasing presence in jewellery. Total export sales of over Rs 100 crores in 2006, but now it is more than 10 times than of 2006. Ranked No.3 amongst the top Life style Brands in the watches category by Business Today ( Oman) for the third year in a row
I n co m e i n Rs. Cr . W at ch es 1000 919 784 800 655 600 400 200 0 2008-09 2009-10 2010-11 Year
PBT PAT 250 202 250 200 200 150 132 150in Rs. Cr. 150 in Rs. Cr. 87 100 94 100 74 50 50 0 2008-09 2009-10 2010-11 0 2008-09 2009-10 2010-11 Year Year
W at ch esi n Rs. Cr . 400 338 328 327 300 200 100 0 2008-09 2009-10 2010-11 Year
STRENGTHS Watches as a fashion accessory Quality or price positioning Brand image Market segments with large potential: women, youth, children, sportsmen, the budget-conscious and, of course, the big spenders. Customer value and offered after sales service in a showroom environment.
WEAKNESSES Main USP is low cost watch. Lack of futuristic approach Lack of flexible thinking
OPPORTUNITIES Nearly 34 million watches are sold through gray market channels. Currently, sales in India stand at an low number of 25 watches per 1,000 people, compared with 250 watches per 1,000 people in a developed society. Exchanging offer Rural market
THREATS Too many players will dilute the market & the profit margin Low priced China watches Mobile phones.
They have reason to be confident. The Indian watch market is currently estimated to be around 42 million units, of which only 15 million units are from the organized-retail players Titan leads the pack with a lions share of around 11 million units across its watch portfolio of four brands: the flagship brand Titan (mid- and premium segments), Sonata (the budget segment), Fast Track (the youth segment) and Xylys (Titans top-end, Swiss-manufactured brand). "Super Fiber." range is priced below US$10. A Cricket Connection-Mahendra Singh Dhoni hails from the small town of Ranchi.
Conclusion The opening of the Indian market and the arrival of premium Swiss brands has certainly led to Indian consumers being exposed to global brands, styles and various price levels. To the Indian consumers, the high price of Swiss watches has helped them to realize the value of Indian brands, particularly of Titan, which offers equivalent quality, but at lower prices and with better distribution and service. Titan has shown its differentiation, and customer centric approach which helped them to get the market.