Tanishq: Positioning to Capture the Indian Women’s Heart
Situation Analysis: Tanishq was the jewellery division of India’s leading watchmaker, Titan Industries, a subsidiary of the Tata Group, one of India’s most trusted and respected business houses. It was country’s only ‘national jeweller that sold gold and gem-studded jewellery in boutiques across India. Indian jewellers were retail stockist, who took supplies from vendors. These vendors controlled 3-4 head ‘karigars’ or craftsmen who in turn controlled 10 to 20 ‘karigars’ respectively. These jewellers had long standing relationships with their vendors and were very loyal to them. With lifting of controls in the Indian market by the Indian ...