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

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

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 unorganized 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

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)

Generic
Business
Level
Strategy

In order to compete with the regional players, Tanishq introduced the

concept of consistency in delivering promise.

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.

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.

Superior
Product

Luxur
y
Trust

STP

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.

PROMISE OF
PURITY AND A
UNIQUE
EXPERIENCE

Brand Identity

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

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.

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.

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.

Trust
PROMISE OF
PURITY AND A
UNIQUE
EXPERIENCE

Positioning

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
full-fedged design studio with a
team of several international award
winning Indian designers.

Swot
Analysis

Strengths

Weakness

One of the most

trusted jewelry
brands in India
Titan Industries of
the Tata Group
Excellent branding
and advertising
Offers simplistic and
low-priced jewelry
for daily wear

Fluctuating gold
prices
Market share of
less than 1% owing
to high competitive
intensity
Lower margins
Limited Global
Presence

Opportunities
Customized
jewelry design
Tapping global
markets
Tie up with
corporate and
business
partners

Threats
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

7ps of
Tanishq

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

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.

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

The Tanishq Valentines

Day collection includes
pendants, earrings and
finger rings starting
from Rs. 2,000 onwards.

Mass Market
Pricing

Very large collections of

pendants, earrings and
fingerings in this price
range Rs 2000-5000

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.

Price

Price
Zoya, Tanishqs high-end
brand that primarily retails
diamond jewellery, is
showing a slow build-up. It
currently has two stores (in
Mumbai and Delhi) with a
range of 20-25 Lakh.

High-value diamond
range (with retail price
of Rs 2 lakh and
above)

High End
Pricing

Tanishqs Paheli
range starts at
Rs.80000 and Jodha
Akbar range at Rs. 1
Lakh.

Kundan and Polki

range starts from Rs 5
lakh onwards.

Place
Tanishq opened 30 retail stores during
FY08, taking the tally to 130 stores.
Currently, the average store-size 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 refect the brands 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,

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
high-priced purchase.
Product
Brand Ambassadors
Placements
Paheli
Shridevi
Amitabh Bachchan Jodha Akbar
Collection
Jaya Bachchan
Race 2
Asin
Deepika Padukone
Diya Mirza
Karishma Kapoor

Print Ads
Festive ads

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.

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.

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

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.

Karigar
Park

Karigars work
exclusively for
Tanishq
Provides tools
& raw
materials
Better
hygiene and
medical
facilities

Performance /
Competency
linked career
growth Path
at
management
and
manufacturin
g level

Designers &
Managemen
t trainees
from
premiere
institutes

People

Physical
Evidence

Experience
Showcasing
Surround
effect
Speaking
effectively
Zoya: stores
for differential
premium

Trust
They even
have gold
meters
where one
can check
the purity
of gold.

Heritage
Architectur
e inspired
by heritage
Revitalizing
traditional
Indian
Jewellary

Brand
Architecture

Types Of Jewellery Available

MIA:
Beautiful
jewellery for
working
ladies

BLUSH:
To celebrate the a
light & youthful
combination of
feminity, filigree
and fine

The Taj
Collection
One feels like a
Princess with
this beautiful
and exquisite

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 fair

CELESTE:
Solitaire
Diamonds

ARIA:

Floral
Neckpiece

IVA:

Bracelet

DIVINE
CHANT:
FaithFul

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.

Wedding
Collections
Adorn Yourself with
traditional designs

Capturing the essence of

sacred rituals that honor
the pledge of your
journey forward.

Thank You

Designed
By
12
26
39
43
47
57

Shivani Desai
Ruchita Khandelwal
Varun Punjabi
Karishma Savani
Niraj Sheth
Dimple Virani

References
Source: Euromonitor
http://www.slideshare.net/Rose1601/
bic-tanishq?from_search=5
http://www.slideshare.net/kadavadka
r/copy-of-tanishq-presentation?from
_search=8
http://www.slideshare.net/Amritaksh
a/market-review-for-tanishq-present
ation?from_search=12