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Tanishq

About the Tanishq and it's overview History of the Tanishq it's Market mix and SWOT analysis

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TANISHQ
Presented by
Supriya
Tanishq is a brand of jewellery retail stores in India. The
brand is the property of Titan Company, which is back
by Tata Group
Tan' meaning body and 'Nishk' meaning a gold ornament.
The name Tanishq was chosen by Titan's first
managing director Xerxes Desai.
The tagline of ‘Tanishq’ is ‘Pure Jewellery Pure Joy‘, ‘Pure
India Pure Tanishq.’
TANISHQ
1980
Titan launched Tanishq, focused largely on exports to
European and American markets, in an attempt to
increase its foreign exchange reserves.
1996
Tanishq opened store in INDIA. Tanishq started with
the launch of 18k gold Tanishq was the first jewellery
retail chain in India. The first years of Tanishq recorded
consistent losses.
2003
Tanishq was among the top 5 retailers in India,
2008,
Tanishq had 105 stores in 71 cities in India.
HISTORY
HISTORY
2011,
the Tanishq group launched the sub-brand called Mia
for working women
April 2014,
the brand started to export to the United Arab
Emirates.
2017,
Tanishq launched a sub-brand called Rivaah targeting
the wedding segment. Tanishq launched the sub-brand
Mirayah to cater to women under their 40s
December 2022,
Tanishq had 385 retail stores nationwide, and
announced the opening of 45-50 stores by the end of
2023.
Product
 Focus on affordability, purity &
transparency
 Separate product line for men &
women
 Customized new designs
Price
 Cost leadership strategy
 Reduce acquisition cost
 Reduce conversion cost
 Reduce carrying cost
 Credit policy in line with harvesting cycles
 Differential pricing strategy
Place
 display jwellery in shops on
rent-cum-commission basis
 Online format
Promotion
 Use of innovative methods
 Involvement of village opinion leaders
 Focus on women centric festivals
MARKET MIX
Strength
1.Strong backing of the Titan Industries of the
Tata Group
1.Excellent branding and advertising through
TVCs and print ad campaigns
2.Association with celebrities as brand
ambassadors to reach out to the customers
Weaknesses
1.Limited global presence as
compared to a few other
international brands
2.Tough competition from
other jewelry brands means
limited scope of growth
Threats
1.Economic fluctuations
mean people decrease
their spending
2.Govt policies, taxes etc
also affect the premium
jewellery segment
SWOT ANALYSIS

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Tanishq

  • 2. Tanishq is a brand of jewellery retail stores in India. The brand is the property of Titan Company, which is back by Tata Group Tan' meaning body and 'Nishk' meaning a gold ornament. The name Tanishq was chosen by Titan's first managing director Xerxes Desai. The tagline of ‘Tanishq’ is ‘Pure Jewellery Pure Joy‘, ‘Pure India Pure Tanishq.’ TANISHQ
  • 3. 1980 Titan launched Tanishq, focused largely on exports to European and American markets, in an attempt to increase its foreign exchange reserves. 1996 Tanishq opened store in INDIA. Tanishq started with the launch of 18k gold Tanishq was the first jewellery retail chain in India. The first years of Tanishq recorded consistent losses. 2003 Tanishq was among the top 5 retailers in India, 2008, Tanishq had 105 stores in 71 cities in India. HISTORY
  • 4. HISTORY 2011, the Tanishq group launched the sub-brand called Mia for working women April 2014, the brand started to export to the United Arab Emirates. 2017, Tanishq launched a sub-brand called Rivaah targeting the wedding segment. Tanishq launched the sub-brand Mirayah to cater to women under their 40s December 2022, Tanishq had 385 retail stores nationwide, and announced the opening of 45-50 stores by the end of 2023.
  • 5. Product  Focus on affordability, purity & transparency  Separate product line for men & women  Customized new designs Price  Cost leadership strategy  Reduce acquisition cost  Reduce conversion cost  Reduce carrying cost  Credit policy in line with harvesting cycles  Differential pricing strategy Place  display jwellery in shops on rent-cum-commission basis  Online format Promotion  Use of innovative methods  Involvement of village opinion leaders  Focus on women centric festivals MARKET MIX
  • 6. Strength 1.Strong backing of the Titan Industries of the Tata Group 1.Excellent branding and advertising through TVCs and print ad campaigns 2.Association with celebrities as brand ambassadors to reach out to the customers Weaknesses 1.Limited global presence as compared to a few other international brands 2.Tough competition from other jewelry brands means limited scope of growth Threats 1.Economic fluctuations mean people decrease their spending 2.Govt policies, taxes etc also affect the premium jewellery segment SWOT ANALYSIS