The document provides information on the jewellery industry and market in India as well as details about Tanishq, a leading jewellery brand. Some key points: - The Indian jewellery market grew 19% in 2012, led by costume jewellery which rose 25%. The market remains fragmented with local and regional players dominating. - Tanishq is India's largest and most desirable jewellery brand, starting in 1995 as part of Titan Industries. It introduced professional retailing and has over 100 stores across India. - Tanishq positions itself as a trusted brand offering purity and a unique shopping experience. It targets upper middle and upper class women across India with a variety of gold

2. Jewellery
Industry In
India
 In 2012 jewellery category grows 19% in current value terms to reach Rs1,750
billion
 South India as a jewellery hub of India supports growth of jewellery category
 Costume jewellery most dynamic in 2012, rising 25% in current value terms to
reach Rs 65.7 billion
 Jewellery category remains fragmented and largely dominated by local and
regional players
 Overall sales led by Tanishq from Titan Industries Ltd with 3% value share in
2011
 Constant value sales projected to see 13% constant value CAGR over forecast
period
 In 2012 costume jewellery grew by 25% in value terms to reach Rs65.7 billion.

3. Macro
Environment
 Branded jewellery is <10% of the market.
 Urban Market - 38% of this base.
 Product Mix: Largely plane 22 karat with gem set jewellery
constituting less than 10% of the market
 Key players: Fragmented market, mainly retailer driven.
 Most retailers are unorganized
 Absence of hallmarking
 Tanishq is the first branded jewellery player
 Increased investment by industry bodies (DTC, PGI, WGC) is spurring
rapid growth of branded jewellery market in India

4. Introduction
 Tanishq is India's largest, most desirable and fastest growing jewelry brand in
India.
 Started in 1995, Tanishq is the jewelry business group of Titan Industries Ltd promoted by the TAT group.
 Tanishq has set up production and sourcing bases with through research of
the jewelry crafts of India.
 Located at Hosur, Tamil Nadu, the 1,35,000 sq. ft. factory is equipped with
the latest and most modern machinery and equipment.
 Tanishq also introduced professional retailing in the un-organized Indian
jewelry bazaar
 Tanishq has successfully taken on the challenge of transforming this frontier
into a reliable consumer space by bringing to it all the virtues and benefits
that branding offers

5. Primary Competitors
 Gitanjali Gems
 Reliance Jewels
 Mehrasons Jewellers (Delhi)
 Tribhuvandas Bhimji Zaveri (Mumbai)
 B.C. Sen and P.C.Chandra (Kolkata)
 G.R.Thanga Maligai (Chennai)
 C. Krishnaiah Chetty (Bangalore)
 Laxmi Dia Jewel Pvt Ltd (Surat)
 Rajesh Exports Ltd (Bangalore)
 Swarnmandir Jewel Designer (Karnataka)

6. Generic
Business
Level
Strategy

7. Brand Identity
PROMISE OF
PURITY AND A
UNIQUE
EXPERIENCE
• Design and retail innovation have been the hallmark of
Tanishq all these years.
• First and only jeweler who guarantees the purity of its gold
jewellery and certifies the quality of its diamonds and colored
gems in writing.
STP
Trust
Luxury
Superior
Product
• It has established itself as a highly ethical player in a
market that was rated as having the highest incidence
of under karatage (Bureau of Indian Standards).
• They even have gold meters where one can check the
purity of gold.
• Tanishq also has been positioned as a branded jewellery of
luxury rather than commodity. It moves jewellery beyond
investment to the fashion and adornment sector.
In order to compete with the regional players, Tanishq introduced the
concept of “consistency in delivering promise”.

8. Segmentation
 GEOGRAPHIC SEGMENTATION:
– Tanishq has 121 stores across 76 cities (metropolitan and cosmopolitan,
small cities and big towns in India) and still expanding.
– Example: Mumbai, Delhi, Kolkata, Chennai, Bangalore, Hyderabad, Pune,
Cochin, Calicut, Coimbatore, Nagpur, Chandigarh, Dispur, Lucknow,
Jalndhar, Nagpur, Nasik etc.
 DEMOGRAPHIC SEGMENTATION:
– SEC: Upper – middle class to Lower – Upper class women.
– Age group: 21 – 55 married women
 BEHAVIORAL SEGMENTATION:
– Consumers, who understands uniqueness, sophistication, elegance and class.
 PSYCHOGRAPHIC SEGMENTATION
– Life Style: Tanishq has found that 40% of the Indian women are working
and they targeted this segment with a specific group of products called
collection-G, a 9-to-5 jewellery for the working women.

9. Targeting
 Women living in metropolitan and cosmopolitan cities,
big towns etc.
 Upper middle class and above
 Age bracket:
 20 – 30 year old newly married
 31 – 40 year old married with children
 41 – 55 year old with daughters of marriageable age.

10. Positioning
PROMISE OF
PURITY AND A
UNIQUE
EXPERIENCE
Trust
• Design and retail innovation have been
the hallmark of Tanishq all these years.
• First and only jeweler who guarantees the
purity of its gold jewellery and certifies the
quality of its diamonds and colored gems
in writing.
• It has established itself as a highly ethical
player in a market that was rated as
having the highest incidence of under
karatage (Bureau of Indian Standards).
• They even have gold meters where one
can check the purity of gold.

11. Luxury
• Tanishq also has been positioned as a
branded jewellery of luxury rather than
commodity. It moves jewellery beyond
investment to the fashion and adornment
sector.
Superior
Product
• Tanishq is known for its ability to develop
specialized design collections.
• It is the only jeweler that houses a fullfledged design studio with a team of
several international award winning
Indian designers.

12. Swot
Analysis

13. Strengths
 One of the most trusted
jewelry brands in India
 Titan Industries of the Tata
Group
 Excellent branding and
advertising
 Offers simplistic and lowpriced jewelry for daily
wear
Weakness
Fluctuating gold prices
Market share of less than
1% owing to high
competitive intensity
Lower margins
Limited Global Presence
Threats
Opportunities
Customized jewelry
design
Tapping global markets
Tie up with corporate
and business partners
Competition from large
unorganized sector as well
as local players
Fashion trend keeps
changing
Investors have stopped
investing in gold as a hedge
against inflation

14. 7p’s of Tanishq

15. Product
Based on Tangibility
• Tanishq Diamond
Tanishq Gold
Tanishq Platinum
Based on Experience/Occasion
• Tanishq wedding collection
Moham
Fashion
Colors of royalty

16. Product
 DESIGN:
 Tanishq
is known for its ability to develop specialized
design collections.
 Each piece of jewellery is designed by a team of award
winning designers
 Designed to suit all forms of attire, western and Indian,
casual and formal.
 ARIA, for seven stone diamond jewellery
Hoopla, focused on diamond studded hoops
Collection-G for lower priced gold jewellery
 BRAND NAME:
 Brand
name ensures innovation.
 Considered equivalent to purity and tradition.

17. Price
Tanishq range of products start at an
accessible low of Rs. 600 and the
range - Solo, Aria, Diva, Hoopla,
Lightweights, Bandhan and the most
recent, Colours - comprises wearable
everyday jewellery which has been
designed for the urban working
woman.
Very large collections of
pendants, earrings and
fingerings in this price range Rs
2000-5000
The Tanishq Valentine‟s Day
collection includes pendants,
earrings and finger rings
starting from Rs. 2,000
onwards.
The 'up to 25 per cent' off offer by
Tanishq is a unique opportunity.
This attractive offer has been
introduced to benefit the
customers and provide them with
the best price and product options
Mass Market
Pricing

18. Price
High-value diamond range
(with retail price of Rs 2 lakh
and above)
Zoya, Tanishq‟s high-end brand
that primarily retails diamond
jewellery, is showing a slow buildup. It currently has two stores (in
Mumbai and Delhi) with a range
of 20-25 Lakh.
High End
Pricing
Kundan and Polki range
starts from Rs 5 lakh
onwards.
Tanishq‟s “Paheli” range
starts at Rs.80000 and
“Jodha Akbar” range at Rs. 1
Lakh.

19. Place
 Tanishq opened 30 retail stores during FY08, taking
the tally to 130 stores. Currently, the average storesize for Tanishq is 1,000-1,500 sq ft.
 Tanishq retail identity has evolved over the years to
offer large format and concept stores that reflect the
brand‟s philosophy of being “Revitalizer of
Tradition”.
 It has opened two pilot stores at Chicago and New
Jersey with a retail format of 1,800-2,000 sq ft.
 The Tanishq retail chain currently includes 112
exclusive boutiques in 75 cities, making it India's first
and largest jewellery retail chain.

20. Advertising
&
Promotion
 Two promotion strategies opted by Tanishq:
 Cultivate trust by educating customers about the
unethical practices in the business
 Change the perception of jewellery as a highpriced purchase.
Product Placements
 Brand Ambassadors
 Paheli
 Shridevi
 Jodha Akbar
 Amitabh Bachchan
Collection
 Jaya Bachchan
 Race 2
 Asin
 Deepika Padukone
 Diya Mirza
 Karishma Kapoor

21. Print Ads
 Festive ads

22. Print Ads
Magazines
The April 2011 issues of Grihshobha and Woman's Era saw what is said to be
“the largest ever collaborative cover in magazine publishing in India”. A
promotion for Tanishq Jewellery, the SuperWrap Cover was spread across
eight A4 sides and folds around the main magazine multiple times.

23. Print Ads – “Diamonds of Class” Campaign
The whole idea behind the campaign was to show a woman of grace
and poise...a bold, graceful, charming, dazzling woman with unique
tastes and personal style, ultimately showcasing Tanishq diamonds
which compliment her exotic life and adventurous spirit.

24. “My Expression” - Digital Campaign
for Mia
 On 26 December 2011, Tanishq launched an online contest inviting consumers
to submit ideas for sub-brand Mia (launched in November 2011) - a new line
of jewellery for young working women
 Tanishq focused on initiating an online activity mainly through social media,
targeting the younger audience group.
"We wanted to get inputs from them on what kind of designs would appeal to
their age group. We wanted to see how they interpret design and utility of
jewellery, and then create a line of jewellery that would appeal to this section of
the market,“ - Sirish Chandrashekhar
 Through a crowd sourcing campaign called 'My Expression', Tanishq chose 10
finalists who have gone on to co-create the Mia collection along with
Tanishq's design team.
 „My Expression' received more than 3200 entries, and these attracted 40,000
people to vote online.

25. Other
Promotional
Activities
• Tanishq initiated a loyalty program called the Golden Harvest Savings
Scheme, which offers buyers the benefit of getting more jewellery than what
they have paid for. The scheme allows consumers to plan future purchases in
advance and pay for them in easy installments.
• In 1998, it launched the corporate gold gift scheme - 'When you want to say
thank you, say it in gold„.
• To tap the Southern Market:
– They have been engaging in press advertising and social programs in
order to engage culturally with the Tamil community.
– They are also planning to make a Tamil film. The consumer in that
market still considers Tanishq an outsider as opposed to their local
jeweller. But they want them to see Tanishq as their family jewellers now.

26. People
Designers &
Managemen
t trainees
from
premiere
institutes
Performance
/Competency
linked career
growth Path at
management
and
manufacturing
level
Karigar Park
• Karigars work
exclusively for
Tanishq
• Provides tools
& raw
materials
• Better hygiene
and medical
facilities

27. Physical
Evidence
Experience
• Showcasing
• Surround effect
• Speaking
effectively
• Zoya: stores for
differential
premium segment
Trust
• They even
have gold
meters where
one can check
the purity of
gold.
Heritage
• Architecture
inspired by
heritage
• Revitalizing
traditional
Indian
Jewellary

28. Brand
Architecture

30. Types Of Jewellery Available

31. MIA:
BLUSH:
The Taj Collection
Beautiful jewellery
for working ladies
To celebrate the a light &
youthful combination of
feminity, filigree and fine
worksmanhip
One feels like a
Princess with this
beautiful and exquisite
range of Jewellery.

32. Rhythmic Flow Designs:
Right from her birth in gangotri to her eventual departure,
ganga is full of emotion. As she journeys down the icy slopes of
the Himalayas, her initial calm gives way to an elegant flair

33. CELESTE:
ARIA:
Solitaire
Diamonds
Floral
Neckpiece
IVA:
DIVINE
CHANT:
Bracelet
FaithFul

37. Wedding Collections
Its not just any wedding. It's yours. The special time in your life when all eyes
are on you, so look the best you ever will in undoubtedly irresistible Tanishq
jewellery that honours the specialness of every mood, ceremony and
community in gold, diamonds, kundan, polki & precious stones.

38. Wedding
Collections
Adorn Yourself with
traditional designs
Capturing the essence of sacred
rituals that honor the pledge of
your journey forward.

39. Thank You

40. Designed
By
12 - Shivani Desai
26 - Ruchita Khandelwal
39 - Varun Punjabi
43 - Karishma Savani
47 - Niraj Sheth
57 - Dimple Virani

41. References
• Source: Euromonitor
• http://www.slideshare.net/Rose1601/bictanishq?from_search=5
• http://www.slideshare.net/kadavadkar/copyof-tanishq-presentation?from_search=8
• http://www.slideshare.net/Amritaksha/marke
t-review-for-tanishqpresentation?from_search=12