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- How Tanishq Hacked the Indian Gold Market: Titan & Tanishq Business Case Study
How Tanishq Hacked the Indian Gold Market: Titan & Tanishq Business Case Study
Discover how Titan transformed Tanishq into a leading jewelry brand and disrupted the traditional gold market in India. Uncover the business strategies that propelled Tanishq to success, generating significant net sales. Learn key lessons from this intriguing case study for business growth and innovation.
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Video Transcript
Hi, everybody. Tanishq is one of the most incredible brands in the Indian business
history. And like we saw in the Titan episode, in the past 20 years, the stock price of its
parent company Titan has shot up by not 10, not 20, but 33,000%, going from just 7.11 rupees
to 2700 rupees. And a mere 10,000 rupees invested in Titan 20 years back would be worth a minimum
of 35 lakh rupees. Now, although Titan has a lot of brands under its canopy, the jewelry division
alone accounts for 75% of its total business. And as of 2021, Tanishq generated a net sales of
20,600 crores. And today, it is one of the biggest jewelry sellers in the country. So the question is,
how did Titan turn Tanishq into such a huge brand? What were the business strategies that
enable them to disrupt the orthodox gold market of India? And most importantly, what are the
lessons that we need to learn from this case study? This video is brought to you by
advent wealth, but more on this at the end of the video.
This is a story that dates back to late 1980s.
By this time, it had been four to five years since the Titan brand had started.
And like we saw from the Titan episode, Mr. Desai and his team had built an incredible
company for the Tata's and the Tamil Nadu government.
And now, after cementing Titan's position in India in the 1990s, Mr. Xerxes wanted to
take Titan to the European markets.
However, this proposition did not take off at all.
Why? Because the European watch market was crowded at all levels.
At the lower end, they had local brands.
In the middle, they had Japanese companies like Seiko.
And then at the top, they had Swiss brands.
So while sales of West Asia and Asia Pacific were good,
the Europe business was incurring losses, and eventually that division had to be shut down.
But you know what, guys?
This is where suddenly Titan decided to sell jewellery in Europe.
Now, the question is, why would a watch company suddenly start selling jewellery
and that too in Europe.
because something crazy happened in the Middle East during that time.
