tanishq – a sparkling journey

•Launched in 1994 – as a range of jewellery and jewellery watches.

•First targeted the European and American markets.

•Name Tanishq derived combination of word Tata/TamilNadu/ and Nishq means Necklace of gold coins

•Tan means “Body” and Ishq means “Love”

•“Business Ethics” & “Product Reliability” : Transformed the jewellery retail business in India.

• November 2012 – opened 150th showroom in Ranchi.

Tanishq and its extensions

•Tanishq – A prominent branded and  designer Jewellery in India

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•Zoya – offering high end premium designer Diamond Jewellery

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•Gold Plus – A semi urban and rural gold jewellery brand in India

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•Inara – the new age diamond jewellery collection that celebrates the promise of eternal love, strength and purity.

Expansion strategy

•Current financial year [2013-2014]– planning to open 33 stores – for geographical presence.

•Stores will be launched in A, B, C class towns.

•Model of operation :- Both Company owned store and through Franchisee

•Expecting 27% increase in the revenue – this financial year [2013-2014].

•Three Jewellery Brands of Titan namely Tanishq, Zoya, & Gold plus.

•Jewellery Business contributes 70% of Titan’s revenue.

•Out of which Tanishq accounts 95%.

Tanishq retail layout

•Tanishq First store in US was designed by Pompei A.D.

•The concept for the Tanishq store - study of the relationship between the customer and the jewelry.

•Layout resembles a garden – connects the customer with the jewellery design.

•Customers are initially drawn to the store by the sculptural storefront

•An organic non orthogonal layout inside the store encourages customers to meander through the space

•Store design creates - better interaction between the employees and customers.

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•Tables and a lounge spread around the store encouraging customers to sit and relax while shopping.

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•Plants cascade over the tops of white concrete and terra-cotta colored plaster walls - creates an ambience of a Garden.

Conclusion

•Tanishq has pioneered the concept of jewelry as a 'brand' in India

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•Tanishq opened the Indian doors for foreign Market.

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•Tanishq has created ethical business model in Jewellery retailing.

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•Tanishq has segmented their customer profile as niche, psychographic and geographical segment.

references

•http://www.archdaily.com/10992/tanishq-retail-store-pompei-ad/

•http://srimca.edu.in/download/JP_Tanishq-IMC.pdf

•http://marketingpractice.blogspot.in/2009/02/tanishq-revitaliser-of-tradition.html

•http://www.archdaily.com/10992/tanishq-retail-store-pompei-ad/784472319_pad-tanishq-img-9560/

•http://www.boldsky.com/insync/life/2011/top-gold-jewelry-brands-300911.html

•http://titan.co.in/Tanishq/

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