The document discusses the Indian gold jewelry market and Tanishq's position in it. It provides an overview of the Indian jewelry industry and gold consumption. It then performs SWOT analyses of Tanishq and its competitor Goldplus. It identifies problems like heavy competition and failure to fully tap the wedding market. Successful strategies used by Tanishq are also highlighted, like product differentiation and eliminating traditional middlemen. The document concludes with recommendations for Tanishq and Goldplus to better complement each other and capitalize on their strengths.

1. Tanishq : Positioning to Capture the Indian Woman’s Heart Prepared by: Jay R Modi Evangeline Bays Marwan Al-Qaydy

4. India’s Annual Gold Consumption

5. The Rising Price of Gold

6. Gold Consumer Market Segmentation

14. Jewelers Tanishq Vendor or Middlemen Head Karigars Head Karigars Unorganized Karigars Unorganized Karigars Traditional system Vs. Tanishq system

15. Graph showing the total sales of Tanishq from 1998-2007: