Titan came into existence in July 1984, when Tata group joined hands with Tamil Nadu industrial development corporation to make a foray into the watch industry. Titan industries started manufacturing jewelry watches and jewelry in the year 1994. It set up its fully integrated Rs.400 million worth jewelry plant in Hosur. Titan launched its products under the brand name Tanishq in 1995. The name Tanishq, a blend of two words, “tan” (body), and “ishq” (love). Marketing Mix of Tanishq
* PRODUCT VARIETY
Tanishq today is India’s most aspirational fine jewelry brand with an exquisite range of gold jewelry studded with diamonds or colored gems and wide range of equally spectacular jewelry in 22kt, 18kt, and 9kt pure gold. Exquisite platinum jewelry and designer silverware is also a part of the product range. Tanishq designs and manufacturers jewelry that is breath taking , contemporary and yet has I tint of tradition.it produces 22kt ,18kt, 9kt pure gold earrings that come in various shapes, sizes and designs. Some earrings are embedded with precious stones or color gem stones. These jewelry sets are overwhelming and could prove to be apt for the occasions such as marriage, festivals etc. Furthermore they also make bangles, chains nose pins, mangal sutras etc. Recently Tanishq has started producing diamond jewelry that is affordable and stunning. The diamond jewelry include collections such as: all day diamonds, Aria, Mia etc. these collections come with a certificate of authenticity that states the karatage, color and clarity of the diamond. * QUALITY
Consistency in delivering on their promise – Tanishq promises superior quality jewelry with purity in gold. It is the first and only jeweler that guarantees the purity of its gold jewelry and certifies the quality of the precious or semi-precious stones in writing. They claim and deliver the exact carats and the weight that they promise. Impurity in gold and not delivering what was promised is one of the main problems the consumers face when going for gold purchase. They eliminated this and have built its brand in trust. Tanishq now stands for quality and purity. They even have gold meters where one can check the purity of gold. Thus it has established itself as a highly ethical player in a market that was rated as having the highest incidence of the under karatage (Bureau of Indian standards). It maintains its quality standards in all its products whatever they are sold. And even maintain the same globally. They have the right range of products for the different markets across the globe. The differentiating factor for Tanishq will be the experience and quality they will be giving the customers when they come to store. * DESIGN
Widely acknowledges as a designer leader, Tanishq is known for its ability to develop specialized design collections. Each piece of jewelry is designed by a team of award winning designers. In fact, Tanishq is the only jeweler to have a full-fledged design studio which is one of the largest design teams in the country. Every product at Tanishq is pain staking crafted to perfection. Tanishq was adjudged the most admired jewelry brand in India at the images fashion awards 2004. PLACE
Tanishq jewelry is crafted in one of the world’s most modern factories. The factory complies with all labor and environmental standards. Located at Hosur, Tamil Nadu, the 135,000 sq. ft. factory is equipped with modern machinery and equipment. Tanishq today is the largest jewelry retailer in India. Tanishq had its first showroom in Chennai in 1996 and currently its retail chain includes 131 with a strong presence in 83 cities across India, with unmatched collections and assures purity.
Tanishq has very large collections of pendants, earrings and fingerings in the price range of Rs. 2000- 5000.tanishq range of products starts at an accessible low of Rs. 600 and the range – solo, Aria,Driva,Bandhan etc. which has been designed for...