Titan BRR 2013-14 PDF

TITAN COMPANY LIMITED A TATA AND TIDCO ENTERPRISE
ONE COMPANY, MANY BRANDS

BUSINESS RESPONSIBILITY REPORT 2013 - 14
WWW.TITAN.CO.IN
BUSINESS RESPONSIBILITY REPORT 2013-14
Table of contents
MD’s message 03
One Company Many brands 04
One Journey, Many Routes 06
About the Report: 09
One Foundation Many Pillars 10
One Company, Many Responsibilities 12
Advocacy and Outreach 13
Economic Sustainability – Engaging Growth 14
5 Year Strategy- Imagine. 14
Key Risks 15
Growth through Governance 15
Advancing Human Rights and Ethics 16
Grievance Redressa 18
Shareholder Grievance Committee 19
Customer Satisfaction 20
Primary Customers – Franchisees 20
Customer First 21
Responsible Advertising and Consumer Education 23
Path to Employee Wellness 24
Growing with Titan: Learning and Development 25
Compensation and Benefits 26
Unity in Diversity and Inclusivity 27
Occupational Health and Safety 28
CSR Spends during 2013-14 30
Employee Volunteering: 36
Value Chain and Sustainability Practices 37
Environmental Sustainability 38
Renewable Energy 38
Water efficiency 40
GHG Emissions 40
Waste Management 41
Biodiversity 41
Beyond Business 42
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MD’s message
I believe that Titan Company should evolve into a virtuous organisation that
embodies all its stakeholders (employees, customers, associates, investors, and the
community) in building a sustainable institution.
As a company, we are driven to be an institution that strives to bring substance, not

just material gain to its stakeholders. Such an institution will need less supervision
and regulation and will chart out a journey of its own to achieve unimaginable goals.
We strive to maximize the efficiency and value of each of our business segments as
we act swiftly to seize the moment and secure our future. For Titan, stakeholder
inclusivity is fundamental given that we only foray into markets which are largely
unorganized and therefore there are no level playing fields. Hence, we consider it a
part of our business responsibility to introduce ethics and fair play business.
They say that the golden rule of business is “Put yourself in your customer’s place.”
We have always believed in this ideology and we have dedicated our team to create
innovative customer centric features and offer services that strive to nurture a lifelong
relationship with every customer.
We also believe that all customers and associates would prefer to deal with or buy
from good corporate citizens. And we started that journey long ago by interacting
with the local communities wherever our operations commenced. That is how our
Meadows, Township and Karigar Park initiatives were conceived, out of the basic
tenet of social inclusivity.
This journey has resulted into the inception of the CSR committee at board level
including independent directors who are committed to such a cause. This committee
acts a guiding light in setting a strategic direction for sustainability for our company in
a holistic way including environmental initiatives.
Having brought forth some of India’s illustrious brands, Titan Company has unveiled
a whole new look and a new logo. This has been developed along with the new
name that reflects the diversified portfolio of our company.
We are truly proud of what we have achieved together and believe that we are
poised for continued long term success. With this report, we showcase our efforts
towards an all-embracing sustainable growth across different stakeholder groups.
Bhaskar Bhat
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One Company, Many Brands

The Titan story began in the year 1984 with a joint venture between the Tata Group
and the Tamil Nadu Industrial Development Corporation. Thus was created one of
India’s most recognizable brands which in turn gave birth to an array of spectacular
sub brands.
Titan Company brought about a paradigm shift in the Indian watch market in 1984,
offering quartz technology with international styling, manufactured in a
state-of-the-art factory at Hosur, Tamil Nadu. In 1995, Titan Company diversified into
jewellery under the brand Tanishq to capitalize on a fragmented market in Urban
India operating with no brands. In 2005, the company launched its second jewellery
brand, Gold Plus, to capitalize on opportunities in small towns and rural India. The
company has ventured into B2B business, i.e., Precision Engineering Division, which
makes precision parts and automation solutions. The company has also made its
foray into eyewear, launching Fastrack eyewear and sunglasses, as well as
prescription eyewear and more recently into accessories, fragrances and helmets.
Innovation — in thought, process, approach and strategy, has become an important

factor for Titan Company, as it conducts business in a world without boundaries. The
objective is to develop new and relevant products and services and Titan Company
sees innovation as the means to achieve this. Titan Company was rated among the
top seven companies in the Asian consumer space on innovation by the BNP
Paribas Asian consumer team.
Titan Company’s success lies in its strategy of integrating business excellence with
sustainable development. Titan Company believes trust to be the sacred bond on
which long-lasting relationships are built with customers, employees, shareholders,
network of business associates, and with the community in which they operate. It is
with this belief that Business Responsibility Report 2014 is dedicated to its work
towards sustainability and responsible business initiatives during the reporting period
2013-14.
Titan company vision is reflected in each and every brand that has stemmed out of it.
This vision is what distinguishes Titan from any other brand.
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The Titan Vision:

“We create elevating experiences for the people we touch and significantly impact
the world we work in.”
The Titan Mission:

We do this through a pioneering spirit and a caring, value-driven culture that fosters
innovation, drives performance and ensures the highest global standards in
everything we do.
Titan Values and Standards:
Total customer orientation

• Customers take precedence over all else, always
Employee appreciation
• Employees are highly valued and respected assets and there is a constant
endeavour to fulfil their needs and aspirations
Performance culture and teamwork

• High performance is a way of life and is nurtured by teamwork
Creativity and Innovation

• Titan differentiates itself using innovation and creativity
Passion for excellence

• Titan company ceaselessly strives for excellence
Corporate Citizenship
• The Company ensures that a part of its resources are invested in the environment
and community betterment
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One Journey, Many Routes

Titan Company has had a long journey from its inception in 1984 to the creation of
some of the most admired brands in the country under the Titan roof. The different
stories along this journey helped the Company stand tall today as it looks back into
this journey
Titan Watches was founded with the signing of a joint venture of Tata Industries
with the Tamil Nadu Industrial Development Corporation (TIDCO) in June of 1984
The Company has commenced production of watches in 1987 at the Hosur

manufacturing units under the brand ‘Titan”
The Company has entered the largely fragmented Indian jewellery market 1994
with brand “Tanishq”
Launched “Fastrack” in 2004 and Fastrack accessories and Fastrack stores in

2009
Ventured into Eyewear and Precision engineering in 2007
Titan Company now has four divisions – Watches and Accessories, Jewellery,
Eyewear and Precision Engineering and is the country’s largest speciality retailer.
At Titan Company, the objective is to foray into unorganized product categories and
transform the category. Titan Company envisions raising the standards of the sector,
while providing a wide base of customers with unmatched value and choice. A brief
description of these iconic brands and divisions is given below.
JEWELLERY WATCHES EYEWEAR PRECISION ENGINEERING
Plain and studded Watches and accessories Stores with frames and Precision Engineering
gold jewellery like bags, sunglasses et contact lenses Component and
Brands: Tanishq, Brands: Titan, Sonata, Brands: Eye+ Sub-assemblies (PECSA)
Gold Plus, Zoya, Mia Fastrack and sub brands and Machine Building and
like Raga, Xylys, etc Automation (MBA)
B2B Clients: Hamilton
Sundstrand, Pratt &
Whitney Canada
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Creation of Titan to evolution of Titan Company

When the company ventured into making quartz watches in India 27 years ago, it
was with a realization that it would be an enormous challenge. The market was
dominated by a limited range of mechanical watches, and the prevailing import
duties and curbs in foreign exchange made it expensive to set up manufacturing unit
in India. Moreover, companies were not allowed to import freely if they did not have a
phased manufacturing programme.
Undeterred by these obstacles, Titan Industries set out to manufacture watches in

1986 and in April 1987, it launched its first branded watches as brand Titan. Titan
was created as a single-product, single-brand Company but today there are multiple
businesses and brands within the house of Titan. With an understanding that Titan is
still held primarily as a Watch company, a need for the creation of new corporate
identity came to light.
Thus differentiating between Titan, the company and Titan, the watch brand - to
reflect the lifestyle segment that the company operates in, Titan Industries Ltd. has
changed its name to the Titan Company Ltd. The change in the name also followed
with a rebranding exercise for Titan Company. A new logo was unveiled along with
the new name that reflects the lifestyle product portfolio of the company.
This new logo portrays the Titan vision- ‘One Company, Many Brands’
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The New “Star Logo”

The new logo is a testament of the smiles that Titan brings to people’s faces and the
brightness that Titan products bring forth in their eyes.
That tiny twinkle is the inspiration for the logo, the Titan Star. While crafting the Titan
Star, a multi-faceted form was created to reflect the multiple brands that come under
the umbrella company- Titan Company Ltd. They counter-form in the centre which
creates a ‘T’ and is representative of the common, value-driven culture. The facets
are geometrical and precise to communicate the commitment to the highest global
standards in everything Titan does.
Awards
The following table outlines the recent and noteworthy awards and recognitions
received by the company and various divisions during the reporting year 2013-14.
Category Details
Titan Company Limited was awarded the Gold Award 2013

for the best retailer in India, and the Best of the Best Award
Organization 2013 for being among the top 5 retailers in the Asia-Pacific
region
Titan Company secured 2nd Rank out of the top 7 companies

Organization in the Asian Consumer Space on Innovation by BNP Paribas
Asian consumer team
Titan Company was awarded the CII Most Admired

Organization
Knowledge Enterprise (MAKE) Award 2013
Titan continues to be in Forbes Asia’s FAB 50 companies

Organization
list for 2013
Titanium Edge watch Design wins the coveted Red Dot

Watches
award 2014
Sonata received recognition at the ABP Pitch Brand 50

Watches
Awards 2013
Silver Effie award for an effective 360 degree campaign for

Watches
Titan HTSE
Watches AIMIA’s 6th loyalty Award for Titan Signet
Jewellery IIFT fashion and lifestyle Award 2013 for Tanishq
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IJ Jewellers Choice Award in the “Diamond Jewellery

Jewellery
under 5L” category for a necklace from the Ganga Collection
Designomics award for Mia product design and CII’s best

Jewellery
product design (lifestyle category) award for Mia
Remote eye testing wins Qimpro Innovation Award under

Eyewear
Service category
TRAINN (Trust for Retailers and Retail Association of India)

Eyewear
Awards in the lifestyle category
Filigree Casting wins Qimpro Innovation award under

Jewellery
the Process category
About the Report:

The Business Responsibility Report 2013-14 is Titan Company’s second annual
report showcasing responsible business practices across the nine principles of
National Voluntary Guidelines on Social, Environmental and Economic responsibilities
of Business released by Ministry of Corporate Affairs, Government of India, in July
2011.
The Scope of the report covers locations and products mentioned below.
All the product lines and divisions including Watches and Accessories,
Jewellery, Eyewear, Precision Components and Automation Solutions;
All offices: The Corporate Offi ce at Bangalore, Regional offices in Bangalore,

Delhi, Kolkata, Mumbai and all the Branch and Area offices across the country;
Manufacturing facilities at Hosur, Bommasandra, Chikkaballapur, Dehradun,

Roorkee and Pantnagar
Titan Time Products Ltd. Goa, a subsidiary, operates independently under a separate
Board and hence not covered as part of this report.
Data published in this report covers offices and manufacturing units directly within
the Company's control that accounts for more than 90% of the operations for which
the environmental data can be tracked.
The principal Business Responsibility topics covered in this report are structured as
shown in the diagram below. The NVG principle against each topic is mentioned for
a better clarity of understanding.
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Circles indicate Business Responsibility Topics

Arrows indicate NVG principles
One Foundation, Many Pillars

A building is only as strong as its pillars. The Company stands tall today owing to the
undeterred support of its Seven Pillars.
These seven pillars or stakeholders come together under the Titan roof to raise the
quality of business and take it to a whole new level.
Titan Company exemplifies all that they do for the community, including Engaging
with the stakeholders. The following table provides details on ‘Who are the
stakeholders’ and “How we engage with them”.
The seven sustainability stakeholders are Primary Customers, End Customers,

Government and Regulatory Bodies, Employees, Supply Chain Partners, Community
and Investors & Shareholders. The Primary Customers include franchisees,
distributors and C&F agents. Supplier and Employees are viewed as strategic
partners. Customers being the prime stakeholders, the aim is to offer them value for
money though the products, brands and store experience all at the right quality and
right prices.
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Stakeholder Modes of Engagement Being a responsible business
Franchisee Satisfaction Surveys Preference for Franchisees who share the Tata
Primary Customers –
Business Associates Meet value system. Titan Company is a part of the

Franchisees
Training and development Tata Code of Conduct program

Association with multiple businesses of Titan Business Associates Meet that strengthens
relationships with Titan
Franchisee retail staff is provided the same
training opportunities as Titan staff
Customer Feedback and grievance Customer First: Empowering the Frontline retail
End Consumers
redressal: help lines, email ids staff to delight customers

Customer satisfaction surveys Customer Experience – Building trust through
Customer Exit interviews greater transparency, quality products, inventive
Mystery Shopping Audits retail layouts, service centres, optometrists, etc.
Encircle- Unified Loyalty program: Engaging customers through new e commerce
Continuous relationship building venture
Timely statutory reporting and returns filed Participation in CSR and Sustainability initiatives
Regulatory Bodies
Government and
with all the regulators through CII and other forums

Senior management membership with of Participation in seminars, webinars, etc. organized
industry network bodies by various regulators
Timely disclosure of information to the Policies like the Tata Code of Conduct,
Stock Exchanges and other regulators Whistleblower, Prevention of Sexual Harassment,
Standing Orders to ensure an ethical and fair
climate
Grievance redressal through an email id Grievance redressal also through a concept of Unit
Open House Personnel Officer and Business HR
Employees
Tell Me survey Piloting online grievance redressal system:

Titan Newsbox e-Samadhan
Robust training, development and capability Positive discrimination at the recruitment stage for
building program diversity in Affirmative Action, employment of
differently-abled
A host of employee friendly policies that include
education support, scholarships etc.
Capacity building programs for local vendors Self sustained livelihood program through
Regular engagement through Annual vendor MEADOWS
Supply Chain
meetings, vendor satisfaction surveys Improving the working conditions of karigars

Partners
Participation is programs like Innovation through Karigar Park and karigar centres
Bazaar Long term relationship with key vendors
Strategic partnerships with key vendors and
engagement through annual vendor meets
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Stakeholder Modes of Engagement Being a responsible business
Periodic meetings with partners MEADOWs initiative that empowers women from
Community and
Meets with community disadvantaged backgrounds and makes them

skilled service providers
NGOs
Initiatives like Titan Scholarships, Titan Kanya

Project, Employability skill development, Preventive
Eye care programs, Eye camps, Anganawadi
support and support to differently-abled
Focused perusal of Affirmative action through
scholarship schemes, supporting Tribal school
children, employability related training
Annual General Meeting A separate page for investor relations on the

Annual Report website
Shareholders
Investors &
Annual Investor meets Providing timely and transparent information to

Analyst conferences investors through AGM, Annual result reporting,
Investor complaints detailed annual report with MD’s message and
Business Responsibility Report disclosures on management approach
Shareholder’s grievance committee and redressal
process
Environment Management System Two of the largest divisions have a long term
Long term strategies for Climate control strategy on climate control initiatives
Environment
initiatives EMS system at all divisions

Environment audits Large thrust on renewable energy usage, including
Carbon Footprint and CDP wind and solar energy, piloting large scale solar
applications
One Company, Many Responsibilities
Titan Company has a focussed approach to sustainable development. A year back,

Titan Company formally announced its intention to embrace Sustainability as a
corporate objective. It has now blossomed into a full-fledged function and is in line
with the Tata Group’s sustainable values and the Government of India efforts in
urging Corporate India to embrace sustainability and inclusive growth in a structured
manner. This encompasses the following:
1. Business Excellence: Titan Company follows the TATA Business Excellence

Model (TBEM), an institutionalized process of the Tata Group
2. Occupational Health and Safety (OHS): Titan is committed to implement and

maintain Occupational Health and Safety of all its employees
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3. Affirmative Action (AA): Titan Company has adopted the Affirmative Action
policy in line with Tata Group’s AA policy and have committed to exercise positive
discrimination in employing personnel from historically disadvantaged
communities Titan Company engages them as business partners, without
sacrificing merit or quality. Titan has been participating in external assessments
within the Tata Group on its Affirmative Action program and also periodically
declares reports on Affirmative action in forums such as CII
4. Climate Change: The Company has adopted the Climate Change policy of the
Tata group. It has declared policies on Environment Management Systems that
lead to setting Goals and objectives
5. Corporate Social Responsibility: Three broad verticals were created based on

CSR thrust: Education, Employability & Skill Building and Preventive Health Care
Various certifications have been obtained across the company including ISO
14001:2004, ISO 9001 - Quality Management, ISO 14000. The specific certifications
are as mentioned below.
OVERALL
OHSAS 18001
COMPANY
Watches ISO 9001, ISO 14001
Jewellery QMS - ISO 9001; EMS - ISO 14001; OHSAS - OHSAS 18001:2007; FSSAI
(From TN Govt.); PREMIUM HYGINE FOOD (GC MARK BY UL-DQS)
Eyewear ISO 9001; BS OHSAS 18001:2007
PED ISO 9001, ISO 14001 AS 9001 (Aerospace)
Advocacy and Outreach

Titan Company engages with policy making and regulatory bodies through multiple
business forums. Most of the advocacy is business driven and focused on improving
transparency for unorganized sectors.
The Company’s senior executives participate in the development of public policy that
addresses issues affecting business, products, customers and overall industry
through collaborative interactions. The Senior Management Team is encouraged to
participate in various public forums and committees to contribute the overall industry
improvement.
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The Titan Company CEO – Watches and Accessories, is part of the Horological
Federation of India. The Company makes representations to the government of
excise duties, support raids that expose fake and smuggled watch dealers, and send
a communication across this fraternity to minimize such approaches.
Titan Company works closely with the Gems and Jewellery Skills Development
Corporation and the National Skills Development Corporation to develop
professionally skilled artisans. The CEO of Jewellery division is also on the board
Gem and Jewellery sector skill council. Titan diligently follows compliance for the
Know Your Customer (KYC) and compulsory PAN card requirement for jewellery
above Rs. 5 Lakh.
Titan Company is a part of the Optometric Association of India. In most places where
Titan plants are located, plant heads either chair or are active members in the local
industry bodies that help create strategies and make representations about the local
communities where they are present.
One Company, Multi-fold Growth
Economic Sustainability – Engaging Growth

Titan Company believes in generating economic value to all the stakeholders – be it
the employees, franchisees, suppliers, shareholders, investors, customers and
community through inclusive growth that goes beyond mere financial profits.
With a market cap of Rs.23,300 Crore as on 31st March 2014 and Rs.261/ Share,
Titan Company Limited is largely focused on the Indian market while continuing to
strengthen the International presence. The income for 2013-14 was Rs.10815.08
Crore registering a growth of 8.1 % over last year. Profit before tax grew by 1 % to
Rs. 1015.93 Crore and net profit too grew by 2.2 % over last year to Rs. 741.14
Crore. Other financials are detailed as part of the annual report published every
Year.
5 Year Growth Strategy – Imagine
Titan Company has had a dream run in the last decade, having leveraged the
Emerging Market opportunity in India by entry into multiple categories using
disruptive consumer centric business models. Revenues have grown at a CAGR of
27% and the PBT at 39% over the last five years.
Keeping the opportunities & challenges in mind, Titan has been ambitious in building
the 5 year growth strategy – Imagine. Having engaged a large portion of employees,
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external advisors, investors, board members and promoters of the Company

captures the imagination as well as the aspirations of the key stakeholders of the
Company.
Titan Company’s energy and passion is to transform lifestyle categories, pulling

together all these competencies in a harmonized manner. Pioneer, Excel and
Differentiate being the underlying theme for whatever is done.
Key Risks
Titan Company operates in a fast paced, ever changing world where managing and
mitigating risks is the key to success. The Risk Management is overseen by the
Senior Management and the Board at various levels. Statutory Compliance Tool
helps the company in efficient management of various legal compliances, thus
minimizing compliance related risks in the areas of corporate, tax, labour laws as well
as industry specific legislation and State Rules. There is also a 3-tiered approval
hierarchy for submission, escalation and approval of law specific compliance
requirements by concerned business managers. A specific division and company
level risks are discussed in detail in the annual report. Corporate risks are as follows:
The Company’s high dependence on jewellery

Regulatory risks in running the jewellery business
Unorganized sector entry poses unfair competition risk
India Centricity
Domestic brands repositioned by international brands
Dependence on franchisees in retailing
Technology (mobile phones, e-commerce, social networks, digital etc.)
challenging the business models specially in watches and eyewear
Labour cost in Hosur (watches and jewellery)
High capital intensity in PECSA
Manage bandwidth for running diverse businesses
All the above listed risks are being addressed as part of the company's strategy and
business plan.
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Growth through Governance

Being part of the TATA group, and having Tamil Nadu Industrial Corporation as a
promoter, corporate governance is given the highest importance at Titan Company. The
company seeks to focus on enhancement of long-term value creation for all stakeholders
without compromising on integrity, social obligations, environment and regulatory
compliances.
As on 31st March 2014, the company had 12 Directors, comprising 11 Non-Executive
Directors and 1 Executive Director, of which six are Independent Directors.
Stringent accounting standards such as GAAP and Indian Accounting Standards are
followed and the financial statements are externally audited by leading audit firms. The
Audit Committee comprises of 6 members, 4 of them being Independent Directors. The
Committee oversees the Company’s financial reporting process and the disclosures of the
financial information to ensure that the financial statements are correct, sufficient and
credible. The committee also recommends on risk mitigation initiatives to the management
and other personnel. The internal audit program focuses primarily on checks and controls
on systems and processes, monitoring compliances, continuous upgrade of controls, the
business risk mitigation and reports directly to the audit committee of the board.
The Remuneration Committee recommends to appointment / re-appointment of

Managing Director and Whole-Time Directors and to recommend / review remuneration of
the same.
The Nomination Committee recommends to the Board most eligible nominations for
appointment as Independent Directors, appropriate to the company’s structure, size and
complexity and special expertise and experience of the Directors in the related domains /
field.
The Shareholders’ Grievance Committee specifically looks into the redressal of Investors’
complaints relating to the transfer of shares, non-receipt of Annual Reports and dividends
declared by the Company, etc. The Ethics Committee reviews the compliance with TCoC
and SEBI (Prohibition of Insider Trading) Regulations and the implementation of the Code
of Conduct of Ethics at Titan Company.
One Company, Equality for all Employees
Advancing Human Rights and Ethics

The fountainhead of the corporate governance of Titan Company is the Tata Code of
Conduct. The Company is committed to abide by it, in its letter and spirit. The
company has earned the Tata Brand name by virtue of this commitment and draws
its strength from the Tata group values.
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The comprehensive Tata Code of Conduct (TCoC) is applicable to all whole-time directors,
MD and the employees of Titan Company.
The Tata Code of Conduct is signed by every employee at the time of joining. TCoC
contains 25 clauses that make up a governing framework for responsible corporate
citizenship and ethical behaviour. In addition, Titan Company has also specific policies on
Whistle Blower, Prevention of Sexual Harassment, Gifting and a unique policy on
honorarium.
Apart from the TCoC guidelines, the Company, for all its blue collar employees also has in
place a set of Standing Orders, which detail each of the activities that need to be followed
and implemented, as part of governing day to day working.
As an organization that spans the value chain from manufacturing to retail, Titan Company
is largely dependent on a complex supply chain, and therefore recognizes the impact on
the larger ecosystem covering every supplier, vendors, business partners and contractors,
who are expected to adhere to the TCoC. A clause of TCoC is included in all the external
contracts, be it Franchisees or vendor partners.
The Board Ethics Committee oversees the Ethics Management Process which is driven by
a task force comprising of the Managing Director as the Principal Ethics Officer, headed by
a senior vice president who is the Chief Ethics Counsellor (CEC) and supported by about
40 ethics counsellors across the Company.
The team led by the CEC and HR ensures that all employees, new hires and temporary
workforce abide by the TCoC through adequate communication and awareness initiatives.
Breaches of ethical conduct in the organization are dealt with appropriately. The company
has put in place robust mechanisms to deal with breaches in ethical conduct as well as
prevention of sexual harassment. Wide varieties of proactive communication are in place.
A Committee on Prevention of Sexual Harassment (PoSH) has been constituted based on

the new law on Sexual Harassment of Women at Workplace (Prevention, Prohibition and
Redressal) Act, 2013. Awareness of all policies, including policy on prevention of sexual
harassment and reinforcement of the same is carried out at periodic intervals to employees
and other stakeholders as applicable. The email ID [email protected] helps in bringing in
transparency to the system & enables people to register issues.
The following table outlines the types and numbers of concerns raised by Titan Company
employees.
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Table 1: Type and number of concerns in 2013-14
Type of Concern Number of Concerns
Total Resolved Pending
Ethics related – Fraud/ Misappropriation 13 10 3
Sexual Harassment related 7 6 1
Ethical behaviour is tracked through internal process and its effectiveness is validated
through external surveys. Management of Business Ethics (MBE) survey is
conducted through Tata Quality Management Service (TQMS) once in 2 years.
Additionally, “Tell Me” survey conducted by the Managing Director himself captures
the responses from employees on awareness and communication of ethical
practices.
Globalization has significantly changed the world. One of the most urgent dilemmas
for responsible business is how to respect and support human rights in complex
social, political and economic contexts – particularly where these human rights are
being violated.
Being a part of the Tata Group, respect for human rights is integral to Titan
Company’s value system, and this is ingrained in Titan’s culture, policies and
practices. There are mechanisms to ensure that the elements of human rights are
instilled in employees through formal communication mechanisms and through the
TCoC, to which each employee is expected to adhere.
There is no separate formal Human Rights policy. The Company has a formal policy
against employing Child, Forced, and Compulsory Labour and ensures that all
employees, including Contract and Franchisees’ employees are above the age of 18
years.
Grievance Redressal
Employees are provided with the opportunity not only to voice their opinions, but also
to have the appropriate channels to raise concerns and grievances.
Titan Company follows both formal and informal mechanisms for grievance redressal.
Grievances broadly fall into two categories: Issues related to ethics, harassment and
other workplace related issues
The Chief Ethics Counsellor reviews issues on a case to case basis during ethics
counsellors’ meets.
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The highest standard of professionalism, honesty, integrity and ethical behaviour has
been adopted to conduct the affairs of the constituents in a fair and transparent
manner. There is a provision under the TCoC requiring employees to report
violations, which states: “Every employee of a Tata Company shall promptly report to
the management any actual or possible violation of the Code or an event he
becomes aware of that could affect the business or reputation of his or any other
Tata Company.”
In order to address workplace related issues, the Senior Management Team has
periodic interactions, including open houses with employees at all locations. The MD
regularly receives feedback from employees across the country through specially
instituted mechanisms that include weekly 'Open hours' on Saturdays when he is
available for any employee to meet or call him, as well as through the annual 'Tell Me'
survey and feedback sent in response to his Quarterly Communication address.
HR team members at each location, including factories are specifically tasked with
the responsibility of ensuring that all grievances of employees are addressed within a
specific time period, failing which there is an escalation matrix to ensure the
grievance is addressed appropriately.
The Regional structures at Titan Company with a Regional Business Head, has
strengthened local connect with employees. As the company grew in size, it was
imperative that the employee and Franchisee connect is not lost in the hierarchy of
the organization right through corporate. A new initiative in one of the regions (E-
Samadhaan) has further strengthened the grievance redressal mechanism.
Shareholder Grievance Committee
There is a separate Shareholder Grievance Committee for shareholders. The

shareholder complaints are posted by SEBI on its website and the company is
pro-active in resolving the complaints by uploading the Action Taken Report in a time
bound manner. The average time taken for resolving shareholder grievances is 7
days. Pursuant to the amended listing agreements with the Stock Exchanges Clause
47 (f), Titan Company has an exclusive e-mail ID for redressal of investor grievances
[email protected] for Investors to lodge their complaints. Out of 15 Shareholder
complaints received during the reporting year, 14 have been resolved successfully
and one complaint is pending as on 31st March, 2014. There were no complaints
regarding copyright issues in respect of products that involve the use of traditional
knowledge and geographical indicators. No cases were filed by any stakeholder
against the company regarding unfair trade practices, irresponsible advertising
and/or anti-competitive behaviour during the last five years.
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One Value System, Million smiles delivered
Customer Satisfaction
Under the Titan Company, all the brands operate with a single point agenda of
complete customer satisfaction.
As a lifestyle company with many brands to satisfy and cater to different categories
of customers, customer relationship is paramount to the success of the Titan
Company. To provide continued patronage to customers with products and services
that excel in every area, including quality, price and service trustworthy business
partners are very essential.
Customers are classified into two levels:

The Franchisee
The End Consumer
Primary Customers - Franchisees
Co-creating with Our Business Partners

About 80% of all the stores across the Watches and Accessories, Jewellery, and
Eyewear divisions are run by franchisees. It is crucial to partner with the right people
who share a similar value system and can provide fruitful partnerships, as new
benchmarks are set in the sectors that Titan Company operates in.
Choosing the Right Partner: Selection Process

There is a robust franchisee selection process where franchisees are - evaluated and
selected, profiled at various levels and on several parameters including financial
capability and experience in businesses with a comparable background like retail or
services sector. Each Franchisee is expected to abide by the TCoC guidelines, a
copy of which is given and reinforced through all contractual agreements and
documents.
Training the Customer Facing Employees:

Both Titan Company and Franchisee-employed receive identical soft skills
development training, apart from specific product knowledge and business skills
related trainings.
Rewards and Recognition program ‘Impressions’, for frontline retail staff at regional
and national levels has seen huge success. It is open to technicians, department
store staff, and receptionists across the network of Franchisees’. The program
touched approximately 10,000 frontline staff and seen that their sense of belongings
to Titan Company ecosystem. This has helped to intensify the connection with them.
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Engagement
Apart from regular store visits by the sales, regional managers and business heads,
there are open sessions for discussions on RoI, Break-even point, IRR and they are
engaged for a year to year basis, exemplifying the Titan Company’s commitment.
Business Associate Meet (BAM) is held biennially where a various engagement
activities such as one-on-one business planning sessions for each store, Franchisee
workshops, recognition programs etc. are conducted. A testament of partner
commitment is that many of the franchisees have stood through thick and thin and
many of those who started as watch franchisees are now dealing with the Company
across jewellery, accessory and eyewear.
In a bid to take the Titan vision of sustainable development forward, each and every
brand under the Titan company umbrella is involved in variant reformatory schemes
and programs for the betterment of the country and its people.
Franchisees are also involved in some of the Corporate Social Responsibility

Activities. Many of the Franchisees have contributed in the form of individual efforts to
some of the Titan Company’s CSR initiatives. They will also be involved in the Titan
Kanya Project in the future.
Titan Company makes significant efforts to reduce the carbon emissions per square
foot of the stores and ensure safety considerations by getting involved in designing of
the stores. All the company owned stores and most of the Franchisee stores have
switched to LED lighting.
Customer First
Titan Company aims at creating value that exceeds customer expectations com-
bined with unsurpassed style that results in a range of products in different that
surprise and delight valued customers.
First desirable Indian branded quartz watch

Raga, the only exclusive dedicated women’s brand in the world
Titan Titan Edge - the world’s slimmest and thinnest watch and is a tribute to Titan’s expertise
in design and technology
Introduced greater transparency in gold purity through Karat Meter.

Tanishq
Transparent pricing and certificate of authenticity for gold and studded jewellery.
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The first eyewear company in India to offer a warranty on frames

Innovation with an online eye-testing tool that detects the need for vision correction
Titan Eye + Own lens manufacturing factory in India
Trained optometrist and provide zero-error eye testing, free of cost all the Titan Eye+
centres
Precision Meeting exacting quality and delivery standards of domestic and global customers
Engineering Continuous Customer Relationship Management
The Customer Connect: Encircle

Titan Company’s newest loyalty program is called Encircle which encompasses all
the three consumer facing businesses and unifies the customer on a single platform.
The customers are engaged on a regular basis and provided with information on new
products and services besides rewarding them for loyalty.
Customer Complaints
As a product and also service-oriented, responsible company, there is an obligation
to respond to customers' needs and expectations. Titan Company is driven by the
thought ‘Customer delight drives our action’. In this vein, sustainable products are
developed with a high degree of reliability and easy-to-use, intuitive controls.
Customers can register their complaints and concerns through respective customer
access points of each division.
Titan Tanishq Titan Eye + Precision Engineering
Retail stores and The staff of our Toll free helpline Feedback surveys
watch care centres boutiques Store staff One-on-one meetings
Helpline and with our business
Helpdesk apart from head
our retail stores and
watch care centres.
The Customer Care Cell serves as a single point of contact for the customers and
handles issues such as customer grievances, price and store enquiries, gift card
queries and so on.
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There is also a toll-free helpline number to which the customers can call and an email
id to which they can write a complaint. Every query is acknowledged within 12 hours
and is resolved as per the turnaround time based on the type of request. Customer
satisfaction is tracked as soon as a product is purchased through email and SMS.
Table 2: Customer Complaints in 2013-14
Customer Complaint (Products and Services) Number of Complaints
Received Resolved Pending
Watch Division: Returns per 1000 watches in 1.57 1.47 0.1

percentage
PED-PECSA 37 29 8
PED-MBA 292 282 10
Eyewear Division- % of warranty complaints 0.74 0.74 0

v/s sales
Jewellery Division 1375 1373 2
Titan Company takes pride of work in after sales service. The table above outlines
the number of service related queries that have occurred in the warranty period.
Responsible Advertising and Consumer Education

Titan Company understands that ‘advertising is the life of trade.’ Advertising is seen
as a catalyst to educate consumers and get in sync with the core business values in
addition to promoting sales. Not long back, the Tanishq campaign featured India’s
leading celebrity couple bringing to light the varying facets of a diamond purchase. In
another bold TV commercial the same brand charmingly celebrated a second
marriage; an event looked down upon by large parts of Indian society. Similarly,
when some sections of society found one of the Fastrack advertisement to be
offensive, it was withdrawn forthwith.
Another example would when a brand under the Titan family, Tanishq in its bid to
help Indian Government in its efforts to curtail its current account deficit has
voluntarily stopped the sales of gold coins and gold bars.
In an attempt to take innovation to the consumers, Titan Eye+ has aggressively

communicated an online testing tool through digital media and PR to raise
awareness and get people to detect the need for correction or change in power at
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the appropriate time from the comfort of their home/office. All the claims on product
performance are tested extensively and are backed by product warranties relevant
for each category.
Promoting Originals
The business model of Helios enables bringing genuine and original watch brands
under one roof keeping consumer requirements in mind to get an original watch
product has gone a long way in creating a successful product and retail brand in this
country. Customers are actively encouraged to use only original spares in order to
ensure quality and satisfaction.
Our Titanians, Our Strength
Path to Employee Wellness

The goodness of working under the Titan Family directly translates into being treated
as a family member. And the wellness of every family member is pertinent to Titan
Company.
Employees are key assets and key differentiators. The company’s growth and
success are attributable to them. As a practice, employees are actively engaged with
on all issues pertaining to their well being. There is a commitment to provide
employees with positive and healthy work environment. The strength of a permanent
workforce during the reporting period is 7323 out of which 26.3% are women.
Employees are recognized and rewarded for going an extra mile through, “Moment
of Fame”, a well drawn recognition programme.
Table 3: Number of permanent and contract employees in 2013-14

2013-14
Categorization Male Female Total
Non-Executives 1005 973 1978
Executives 3444 821 4265
Middle Management 946 128 1074
Senior Management 52 6 58
Total Contract Employees 6052
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The rights of the employees are recognized through Freedom of Association and
Trade Unions. At the Manufacturing Locations, the workers are represented through
trade unions. The company engages with these Unions to arrive at Long Term
Settlements and productivity improvement measures. Titan Company's relationship
with the employees through the employee union is the cornerstone of engagement
and relationship with the employees.
Table 4: Permanent employees under various unions during 2013-14
Name of union/labours worker

Number of permanent employees
association/ employee association
Titan Employee’s Union (Hosur) 1038/1204 (86%)
Watch Assembly Unit, Dehradun Employee Forum 158/158 (100%)
Jewellery Unit, Dehradun Employee Forum 41/41 (100%)
Watch Assembly Unit, Roorkee Works Committee 160/160 (100%)
Watch Assembly Unit, Pantnagar Works Committee 252/252 (100%)
Jewellery Division, Pantnagar Works Committee 173/173 (100%)
Growing with Titan: Learning and Development
Titan Company believes in investing in people. A supportive environment is offered

along with tools to enable every employee to boost their own development and
career.
Recognizing the rapid pace of technological change and employees’ aspirations for
their own career growth, there is a robust training, development and capability
building program for all categories of its employees. The training requirements of the
employees are accessed based on their role, domain skills needed and individual
needs. Annual training calendar of events is developed in line with the above and are
tracked throughout the year.
The Education Policy enables employee growth by supporting them to pursue higher
education. The company reimburses the cost of education expenses up to Rs.1
Lakh per person. Employees with 2 to 5 years of service with Titan can avail this
benefit. Employees are also nominated for external training programs and various
E-learning modules have also been made available to all employees.
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Table 5: Average hours of training per year per employee in 2013-14
Employee Category Male Female Total
Non-Executives 20.0 22.0 21
Executives 28.0 16.0 12.0
Middle Management 42.0 78.0 60.0
Senior Management 27.0 9.0 18.0
Table 6: % of employees receiving skills upgradation training in 2013-14
Employee Category Percentage
Permanent Employees 29.0%
Permanent Women Employees 45.0%
Casual/Temporary/Contractual Employees 290.0%
Employees with Disabilities 0.5%
Compensation and Benefits

Titan Company, as an organization, pays significant attention to the work life balance
of its employees. An environment that fosters the employees to achieve an ideal
equilibrium – work-life-balance is provided. Apart from a wide variety of policies and
benefits, personal care and attention to employee needs is offered. Titan Company
believes in providing fair compensation. It ensures that the compensation levels of
employees are fair and allow them a decent standard of living, in addition to
complying with the minimum wage requirements of each state.
Titan Township: The need felt for creating a good township for its employees and
for the community near its largest manufacturing operations in Hosur is based on the
TATA philosophy that "Responsibility towards employees extends beyond the
workplace". The TITAN school, a one of its kind institution, following the CBSE
syllabus, has become one of the finest institutions in the region at Hosur, and has
won many accolades.
Crèche: All the manufacturing units have a Crèche facility for employees’ children.
This has enabled Titan Company to retain a large number of female employees, even
at the manufacturing locations.
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Flexi Time: The Company has Flexible Work Hours at Corporate and Regional offices
Maternity Leave: The maternity leave policy of the company provides flexibility for the
women employee to avail maternity leave for up to 90 days, excluding the Weekly
Holidays and Intervening National & Festival Holidays. There are several women
employees who are given maternity leave beyond the statutory requirements. As a result
of the benevolent Maternity Leave and flexible working hours for young mothers, the
success rate of women joining back Titan Company after their maternity leave is above
95%.
The retirement age for employees below the senior management level in the Company is
58 yrs and for Senior Management Team members is 60 yrs. There are mechanisms to
ensure the transfer of the tacit knowledge of retiring employees. The Gratuity benefit for
retiring employees is much above the rate specified under the Gratuity Act as a mark of
gratitude and a firm notion that even former employees should lead a respectable lifestyle
post-retirement. Medical Insurance for retirees and their spouses is extended up to 80
years of age.
One Company, Million Opportunities
Unity in Diversity and Inclusivity
At the core of the company philosophy is the principle of respect for the individual. This
spans across all the brands that come under the Titan umbrella. Titan Company
embraces diversity across all levels of business, from associates to suppliers to dealers.
Titan Company has been a pioneer in ensuring an inclusive and diverse workforce across
its operations. An equal opportunity employer, Titan Company believes in diversity and an
inclusive approach in all its areas of operations. Diversity is manifested in 5 ways –
Gender, Physical Ability, Local Hiring, Affirmative Action, Lateral/ Fresh hires. No recorded
instances of discrimination were noted during the reporting period. Gender diversity ratio
of the company is at 74 men to 26 women.
Titan Company also ensures adequate and fair representation of differently-abled in the
recruitment process. It is ensured that every HR policy is applicable equally to all without
any discrimination. The Company engages physically challenged employees wherever
possible on merit. Titan Company has 128 differently-abled employees, whose salaries &
other benefits are on par with other employees. The Company has tie-ups with NGO's
such as V-Shesh and Enable India to give employment opportunities for differently-abled
people in roles such as retail sales officer, cashier, MIS officer, brand executives, etc.
Appropriate physical support such as providing ramps for movement, handrails etc. are
provided wherever possible. Titan Company has received several recognitions, including
the Best Employer of Differently-abled people by the President of India.
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Table 7: Employees with Disability
Employee Details 2013-14 2012-13 2011-12
New employees (with disabilities) joining the workforce 2 6 1
Total number of employees with disabilities 128 126 120
Titan Company supports the Affirmative Action and has put in policy and initiatives in this
direction, including positive discrimination in recruitment. Apart from hiring local talent in all
the places where Titan Company is present, a balance between fresh and lateral recruit-
ment is also ensured. Close to a third of the workforce is through campus recruitment /
fresher in the field.
At the various locations at which Titan Company has its establishments, Factories or
Stores, relationship with the local community is leveraged to gainfully employ youth. The
skills are built through intensive training to make them capable of delivering high quality
products and services. The Company ensures that other than in critical specialized skills,
people from the local community are given the opportunity for employment.
Occupational Health and Safety
Occupational Health & Safety and ergonomics have been designed from inception,
following best practices of collaborators and technical partners to minimize occupational
risks inherent in the business. Monitoring mechanisms such as Safety Committee, Safety
Officers, employee forums at Plants, EMS & OHS core teams and PAPO have been
instituted.
Proactive adherence to hazard identification and risk analysis (HIRA), designing of suitable
systems for risk elimination and control by the use of physical engineering controls and
safeguards encourage reporting of unsafe conditions, unsafe acts and near misses
through safety alert card system, safety inspections to identify and control workplace
hazards helped the system in addressing accident prevention. Emergency preparedness
and response procedures are established and rehearsals are carried out through drills to
ensure quick recovery.
Titan Company has a robust OHS policy and is also registered under OHSAS 18001:2007
Certification. The scope of the OHSAS implementation and certification covers the entire
organization, including all manufacturing units and regional locations, the Company owned
stores and CFA's apart from the corporate office at Bangalore.
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Table 8: Employee Safety Training data for the year 2013-14
Category Percentage
Permanent Employees 47.37%
Permanent Women Employees 52.50%

Casual/Temporary/Contractual Employees 47.39%
Employees with Disabilities 53.10%
Ergonomics:
Ergonomics has been identified as one of the major occupational health concerns; a risk
assessment is conducted for any manufacturing site. To prevent adverse impacts from
day to day activities, Illumination levels, noise levels and ambient air quality & Work zone
monitoring are monitored at all the workplaces.
During the year, the company hired the services of expert, to carry out the Ergonomics
Training for the Titan Executives and Ergonomics assessment at Manufacturing plants,
corporate office and some retail stores at Bangalore and Mumbai. Corrective and
Preventive action will be drawn to address the issues.
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One Company, Million Sparkles
Initiating Social Responsibility
“Titan Company envisages empowering the underpreviliged,neglected and weaker

sections of society in those locations where it has significant influence through
interventions in Education, Health and Employability Skill Building leading to meaningful
and sustainable change”.
Titan Company has embedded corporate Social Responsibility in Corporate Sustainability.

The societal prosperity and social responsibility have been long rooted in its business
philosophy since inception. All the core businesses are around working with unorganized
sectors, creating a meaningful difference in the way these businesses are managed and run
in the country. The inclusion of the community in business growth is not an investment, but
also about generating economic value.
This committee has developed a strategic direction for Corporate Social Responsibility.
Titan Company has now drafted out a CSR Policy that envisages empowering the most
exploited, neglected and weaker sections of the society through systematic interventions
in Education, Health and Employability Skill Building through reliable and capable
partners.
The CSR Policy is being crafted on the basis of the discussions and meetings of the
CSR team with the Senior Management team, CSR Board sub-committee, various
NGOs, Tata Trusts, Tata Institute for Social Sciences, the senior Management of Titan,
inputs from Education status reports, NSDC and MDP. This policy would be guidance in
taking the CSR strategy forward in the coming years across the states of Tamil Nadu,
Uttarakhand and Karnataka.
CSR Spends during 2013-14
During the Financial Year 2013-14, about Rs. 4 Crores has been spent on the CSR
activities in the areas of Education, Health & Disability and Employability & Skill Building
Programs. The impact of these programs is monitored on a case-to-case basis as they
seek to maximize social return. There is also an emphasis on Employee Volunteering.
The Details of these programs are elaborated below.
Titan Company’s vision is to create a sustainable business attitude throughout all its
illustrious brands. In an attempt to make this possible the company has come up with
various schemes and programs across the board.
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The Titan Company identifies a huge opportunity to improve the quality of living of the
people through business. Since the manufacturing units are located in backward
districts like Krishnagiri and Pantnagar, many of the community initiatives focus on
providing education and health services in these areas. Some of the successful and
ongoing CSR programmes include the following:
Titan Scholarship Scheme: 1000 meritorious but economically underprivileged

students benefited
Employment for disabled: Employed over 128 Differently-abled
Karigar Park: A social entrepreneurship project with six parks, benefiting over 400
artisans
Meadow Project: women empowerment initiative- preferred vendor to which nearly 26
activities including Jewellery manufacturing, polishing and also a couple of operations
for Precision Engineering are outsourced. Currently it is Rs. 4 Crore turnover enterprise,
employing around 600 women in Hosur
Empowerment through EDUCATION:
Education is the catalyst of socio-economic development that can bring changes

that will sustain in the long term. There is a need to create a strong foundation for
future India through various CSR interventions focusing on education. Some of the
flagship programmes under education include Titan Kanya, Titan Scholarship
Scheme, and Support for Education for tribal children, Career counselling etc.
I. Titan Kanya
A girl is the knot that ties the family, nay the nation together. With this belief Titan
Company has launched the Titan Kanya Programme in 2013. Emerging as a flagship
Pan-India CSR initiative, involving the Company, employees and their Business
Associates, Titan Company seeks to empower 12000 girl children through
education. Working with two NGOs of all India reach and repute – the K C Mahindra
Education Trust (Nanhi Kali program) and IIMPACT, the programme, has to date
about 8300 girl children who are being provided with a window of opportunity. This
includes almost all the tribal girl children numbering around 3600 in the
predominantly dominant tribal blocks of Thally and Kelamangam in Krishnagiri District
of TN.
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II. The Titan Scholarship Scheme

Introduced in 1992, with an objective to identify and encourage meritorious but
economically underprivileged students of Dharmapuri and Krishnagiri, designated
backward districts of Tamil Nadu to pursue higher education. Over 1000 students of ITI,
Diploma, Engineering, Medicine and Arts and Science Graduates have till date benefited
from this scheme.
During the reporting period, the scholarship amounting to 30.77 Lakh was availed by
243 students, out of which 136 are girls and 29% are from AA communities. Recently
the scheme has also been extended to the State of Uttarakhand.
III. Support for Education to Tribal Children:

SVYM (Swami Vivekananda Youth Movement), an established NGO runs a school for
tribal children on the fringes of the forest provides contextually relevant and
contemporary education in a joyful infrastructure through experimental learning. The
medium of instruction being Kannada, allowing students to interact in their native
dialects, emphasis is also given to English speaking and writing skills. From class 8th
to 10th students are introduced to basic technology through Pre-Vocational Training in
electrical, mechanical- plumbing, carpentry and organic farming as a part of the
curriculum. As part of Affirmative Action initiative, Titan Company supports the entire
education expenses of class 8th, 9th and 10th children in the reporting period. There is
a commitment to support these children in the years to come for their higher studies.
IV. Career and Educational Counselling Programme:

The objective of Career counselling is to create awareness about the benefits and
concessions offered by governments and educational opportunities available.
Professional Counsellors are appointed for training in the districts of Pudukkotai,
Sivagangai, Madurai, Cuddalore, Villupuram, Kancheepuram and Krishnagiri. This
program has helped build self confidence, self esteem and reduce dropouts.
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As an outcome of the programme, 90% of the students from the SC / ST community

got an opportunity to listen to a high profile motivation lecture cum goal setting
workshop. This year 2270 students have been reached out to (of whom 96% are from
the AA communities) in 20 schools.
Empowerment enabler HEALTH:
I. Titan Happy Eyes Vision Improvement Programme:

Being in the space of Eye care, it is pertinent that the company ensures support to
eliminate preventable blindness in adult and children of the country as a larger social
cause. Titan is embarking on this phenomenal exercise in line with the vision 2020
programme of WHO in tie-up with Institutes of national stature such as Sankara Eye
care, Narayana Nethralaya and Nirmal Eye Care to roll out the programme in the
districts of Tamil Nadu, Uttarakhand and Karnataka. This programme aims to target
around 1, 45,000 people in the first year for Eye Screening.
II. The Sanitary Napkin Project:

Based on the request from Ministry of Prison and CII and keeping in mind Titan
Company’s own policy and strategy, Titan Company has decided to support and
provide gainful employment for the women in the prisons of Tamil Nadu.
Titan Company has set up a sanitary napkin manufacturing unit in women’s prison
engaging around 30 women. The initiative helps enable productive engagement of
women in prison cells and also help them earn marketable skills and earn their living
after release. This project contributes towards promoting the health of adolescent girls
and ensures the reproductive health of women in general by providing low cost
hygienic napkins/pads to the Government schools and hospitals/PHC.
III. Supporting the Differently-abled:

In line with the philosophy of supporting the underprivileged, Titan engages in
projects supporting this cause through established organizations such as Enable
India and Spastics Society.
Titan – Enable India collaborative Training for Watch Technicians: A batch of

12 physically disabled candidates underwent training in Kanpur for 1.5 months with
the background of Diploma in Electronics and Electricals. The training also focused
on soft skills, corporate etiquettes, motivation, etc. Successful candidates were
awarded certificates and placed in franchisee showrooms of Titan in various
locations depending on the candidates’ preference.
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IV. Support Integrated Child Development Scheme

In partnership with Government and NGOs, Titan has been supporting the
Integrated Child Development Scheme (ICDS) through Anganwadis with an aim to
touch around 900 children each year. In light of the CSR Policy interventions in
Preventive Health, aligning with the MDG (Millennium Development Goals) and
Government guidelines, this program by Titan Company is routed through two
Anganwadis in Metiaburz slum, Kolkata. It is a PPP model with West Bengal
Government, CII and UNICEF address the nutritional supplement needs of 100 plus
children and lactating mothers.
Empowerment enabler - employability & skill building:
Titan Company started intervention in this area way back in 1996 through MEAD-
OWs and then Karigar Park. The new interventions being planned are:
I. Unnati:
Unnati, an NGO helps youngsters below the poverty line through a free vocational
training programme that ensure 100% placement. A 70 day programme designed
for unemployed youth (18 yrs & above) with vocational skills and life-skills and
ensures employment with reputed organizations. Currently, the training is offered in
the areas of retail sales, field sales, guest care (hotels), guest care (offices), Watch
Service. During the reporting year, 70 youngsters availed the training out of which
40% belonging to the SC / ST community.
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II. Partnership with ILFS:

Titan has partnered with Tata Relief Committee and IL&FS to impart skills in the
youth of Uttarakhand in retail, hospitality, etc. The first batch of students is expected
to graduate sometime during May 2014. Titan Company is also actively looking out
for long term interventions in focused areas of Education, employability skill building
and also preventive health care along with the Tata Relief Committee for the benefit
of the local youth and women in Uttarakhand.
III. Adopting Govt ITI in Salem:

This ITI has trained 50,000 students since 1963. Over 900 students studying in 12
trades and 100 dedicated staffs involved in the career growth of the students. This
ITI has most of the students come from very remote and rural area from the poor
background of the Salem districts, 35% of the students here being SC/ST category.
Titan Company has planned to give infrastructural support by constructing
compound wall that helps prevent anti social elements, theft and nuisance created
by the public. It will also provide safety and security to the institute and its students.
Titan has also planned to provide desks, drawing tables and stools for students’
use.
Titan Company has embarked on employability skill development training for

students of this ITI through train the trainers’ strategy. Titan designed an
employability skill development programme for government ITI staffs that focuses on
Communication skills, English proficiency, Quality management Tools, Occupational
Safety and Health and Entrepreneurial skills. Titan Company envisions transforming
this ITI into a center of Excellence over the next 3-5 years.
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IV. Entrepreneurship Development:

CII and Titan together have taken up a project on Affirmative Action. As the project
partners, both of them will facilitate and coordinate with Bharatiya Yuva Shakti Trust
(BYST) in implementing the project on SC/ST entrepreneurship to create and 25
SC/ST entrepreneurs over a period of 2 years. Titan will provide the financial support
in implementing the project. Among 1000 candidates, 10 are in the final stages of
setting up their enterprise.
One Cause, Million Volunteers
Employee Volunteering:
The spirit of volunteering by employees is an embedded in the DNA of Titan

Company. The company encourages employee volunteering in multiple ways – an
officially declared policy of two hours of work per month (amounting to three man
days) is treated as ‘Official – on duty work’, providing transport for safe transit during
Community Development work etc.
7330 hours of employee volunteering recorded during the reporting year. CSR
initiatives are communicated to the employees through a dedicated CSR email id.
Brief write up on CSR initiatives are also periodically featured in the in-house
magazine ‘Titan Newsbox”. The employees are also engaged in continuously in CSR
volunteering through programs such as Joy of giving week, Tata Engage, Power of
49, TCCI-Bangalore chapter etc.
Uttarakhand Calamity Relief: Titan employees voluntarily contributed one day

salary for the relief and rehabilitation in Uttarakhand amounting to Rs. 37 lakhs and a
matching amount was contributed by the Company, totally amounting to Rs. 75
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Lakh. Out of which, Rs. 60 Lakh was sent to the Tata Relief Committee, a nodal agency
carrying out the relief and rehab work on behalf of the Tata Group Companies and 15
Lakh was contributed towards the CM’s Relief Fund. In addition to the above, the
Dehradun facility contributed food packets, disposable masks, gum boots, bleaching etc.
amounting to Rs. 6 Lakhs.
Value Chain and Sustainability Practices
Each vendor is viewed as a partner in the process of business growth. Titan Company
believes in investing time and effort in building mutually beneficial relationships. The
business responsibility extends to the supply chain partners – the people where the
products are sourced from as well as the people to whom key processes are
outsourced. Vendors are a part of the Titan family and their relationship with the
Company is a reflection of the same. Vendor engagement not only helps in developing
their capacity, it also enables their growth along with the Company’s growth.
Each division of the company brings in its wake its own complex supply chain. In the
Jewellery division, the plain gold and part of studded jewellery making is largely
outsourced and the vendor base varies from large diamond providers to Karigars.
Eyewear division sources frames from China and Europe. Precision Engineering Division
outsources all chemical work to partners.
The standards applied to all vendors stays largely uniform, even though Titan Company
deals with complex supply chain and different types of vendors. Suppliers are guided in
process and system improvement and enhanced technical know-how.
To support sustainable sourcing, there is a tie up with vendors to leverage their skills for
specialized operations. These captive vendors are provided resource support such as
machinery selection, training of personnel, and technical assistance during operations as
well as quality enhancing activities. This in turn gives Titan flexibility in ramping up
production as they function as an extended arm of manufacturing.
All purchase agreements have a reference to the Tata Code of Conduct and the clauses
in it apply to all the vendors.
Local Sourcing
Titan Company’s key intent is helping local suppliers scale up and improve their
operations and in turn build stronger and longer-term tie with them. In the jewellery
businesses, there is a preference towards potential local vendors in packaging space,
who mainly employ women (mostly from rural areas), thus improving their livelihood.
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37
The local vendors are further supported by
Training them on quality, safety and environmental aspects like energy conservation,
usage of plastic materials and handling hazardous products etc.
Providing the necessary support on implementing safety, reducing rejections
Titan Company motivates them to get certified to the ISO standards – ISO 9001 and
ISO 14001, to improve their processes
Mr. Perfect initiative focuses on improving their quality and delivery, including following
all safety & statutory requirements
Engagement with Vendors: Regular Vendor Satisfaction Surveys and Vendor Meets
are conducted with the aim of improving their business as well as gauging their
feedback. Vendors are also involved in new product development whenever
possible.
One Planet, Many Sustainable Initiatives
Environmental Sustainability
Titan Company values the need for business transformation towards sustainable growth and
uses strategic approach to minimize the impact of adopting efficient processes, encouraging
ideas to create sustainable products and certifications.
Titan Company has pioneered in environmentally sustainable processes in terms of raw

material acquisition, vendor management, manufacturing, and recycling.
There is a robust environment policy applicable to all the divisions and for two of the divisions;
this policy extends beyond the factory to its suppliers and contractors too. Furthermore, while
all of the divisions have strategies to address global environmental issues, two of the divisions
have a long-term strategy on climate control initiatives that are in line with the TATA Group
Climate Change Control Policy. These divisions identify and access the environmental risk
across at a granular level. The Environmental Management Systems at factory level helps
mitigate and prevent environmental risks across the company. The lens manufacturing facility
is currently in the early stages of implementing ISO14001. There are no significant negative
environmental consequences of any of the Company’s business operations. No monetary or
non-monetary sanctions were imposed for non-compliance with environmental laws and
regulations on Titan Company during the reporting period 2013-14.
Renewable Energy
The consumption of resources is tracked to evaluate their operating efficiency and

effectiveness of energy conservation projects. The use of renewable energy is a large part of
the environmental risk mitigation.
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38
The benefit of renewable energy was foreseen at an early stage. 52.46% of the overall
electricity consumption are powered by wind energy. The capacity of wind turbines that
have been installed generates energy of 85 Lakh units per year out of which effectively utilize
only 55 Lakh units (and the rest is put in banking) due to severe power cuts enforcement in
Tamil Nadu (which are as high as 60%). Titan Company is proud that, it has the potential to
generate an even larger percentage of its overall energy consumption from Wind.
It has also completed the installation of 25 kw solar systems at one of the Large Format
Store in Lucknow and another 10kw solar plant in the regional office - North. These two
systems would reduce the power consumption to an extent of 45000 units per annum. The
installation of a rooftop solar power plant of 250 kw at the manufacturing plant has been
finalized. This plant will generate around 3lakh units / year.
Specific Energy consumption per watch has been reduced

by more than 50% over a period of time.
The steam from factories is reused at the canteens and

commissioning of the solar steam concentrator to tap the
solar energy for the canteen cooking system have resulted in
reduced energy usage. All the new retail stores are lit with
LED lighting. All the newer office and plant locations are
green certified.
All the above mentioned initiatives would substantially

reduce the carbon footprint.
Table 9: Energy Consumed in 2013-14

Watches &
Energy Units Accessories Jewellery PED-H PED-B PEW
Diesel Lakh Litres 11.86 3.16 1.29 0.26 0.276
LPG Kgs 40301 22318 12673
Electricity Lakh Units 74.36 25.66 10.62 23.86 11.10
Wind energy Lakh Units 65.41 12.25 NA NA NA
Steam Kg/hour 45,33,200 0 NA NA NA
Hydrogen m3 784 Total 196 Kg NA NA NA
HydroFlouro
Kg 350 180 NA NA NA
Carbons (Freon gas)
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39
Water Efficiency
Being located in a water scarce area, there is an understanding of the critical

importance of water. 64.8% of the water consumption is recycled water. Specific
water consumption per watch has reduced over a period of time and stands at 16.5
litres per watch.
This has been achieved through various initiatives, including 100% recycling of trade
effluent, using a Reverse Osmosis plant for the fresh water and effluents, a
mechanical evaporation system, and reusing treated water in processes. The plants
do not discharge water out of the premises and all treated water is used for
gardening, Air – conditioning, etc. In the Precision Engineering division, a Reverse
Osmosis (RO) water system has been set up from a process pump to ground pump.
The Company has also commissioned a Thermal Energy storage system and an
Industrial dishwasher to reduce fuel consumption & fresh water consumption.
Table 10: Water footprint duLitres013-14 in Lakh of Litres
Division Water Consumed Water Recycled %of Water Recycled
Watches & Accessories 0.9754 0.6519 66.82
Jewellery 0.4190 0.2945 70.28
Eyewear 0.058 NA NA
PED 0.0807 0.0484 60.01
GHG Emissions
The main sources of greenhouse gas (GHG) emissions at Titan Company are from
electricity consumption for manufacturing, employee commute and air travel. Concerns
towards the use of renewable energy and other energy reduction mechanisms have
enabled them to minimize the emission of greenhouse gases at the production units.
Retail stores also have various initiatives to reduce Green House Gas emissions,
including LED lighting, and purchase of star-rated laptops and air conditioners.
Table 11: GHG emissions in Tons of CO2e

Watches &
Source Accessories Jewellery Eyewear PED
Fuel (Diesel, LPG, Coal) 3854 2135 75 883
Purchased Electricity 2788 1291 680 2379
Employee Commute 150 125 NA 100
Total GHG Emissions in Tons of CO2e 6792 3551 680 3362
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Waste Management
Titan Company has adopted focused strategy towards waste management through
waste minimisation and conservation of resources. This continued effort to eliminate,
recycle and reuse waste, has resulted in less waste being disposed. While used brass is
sent to the supplier for recycling, Gold is recycled at the Jewellery plant and silver is
recovered from old batteries. 99% of brass and 87% of water effluents are recycled.
The wood packaging is reused and there is an attempt to recycle most of the input
materials. Gold which is one of the key raw materials is 100% recycled and old jewellery
obtained through exchange schemes is recycled. The waste is segregated at the
source and disposed safely.
In a small but impactful manner, Titan Company has come up with a scientific disposal
facility for used watch batteries where the batteries collected at service centres and
stores are disposed safely. Metallic, non-metallic components and hazardous chemicals
will be segregated and neutralized properly for safe disposal. Titan Company also
educates customers about the harmful effects of non-scientific way of battery disposal.
The bio-waste from the canteens and factories is run through a vermi-compost setup
which yields manure and any surplus manure is sold to local farmers at subsidized
prices.
Waste generation is contained within the limits prescribed by the CPCB and applicable
SPCBs across all their divisions.
Biodiversity
As the manufacturing facilities are located in government approved Industrial Land

(SIPCOT industrial Complex), none of the operations are located within or adjacent to
high-biodiversity areas or protected areas as notified by the Government. The Titan
plants do not discharge water out of the premises.
None of the divisions have reported any instances of negative impact on biodiversity
(letting out of plating chemicals, broken prescription glasses, improper use of cyanide
and other chemicals) and have proactively taken steps to minimize such impact.
From a product perspective, Titan Company does not produce jewellery made from
coral. The Company has eliminated the use of cadmium from the soldering process and
completely banned the usage of hazardous chemicals such as mercury & cyanide. In
the boutiques, the Company does not use plastic bags choosing to use jute and
cardboard bags instead. At the Titan jewellery factory, they have implemented
Oxo-biodegradable bags which are more environments friendlier than the regular plastic
bags. As part of World Environment Day, the employees planted close to 15000
saplings in the vicinity of the factories and offices during 2013-14 which is a part of the
Environmental protection initiative.
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41
One Company, Many Innovations
Beyond Business
Titan Company in its core remains a brand that has its core idea embedded in
innovation in every aspect of business. This philosophy runs through every brand under
the Titan umbrella.
From its future-focussed strategy to its design innovations, its creative marketing
approach to the strong supply chain, Titan Company, has relied on its ability to connect
with customers and deliver what the customer needs. This has not only given the
company an edge over its competitors, it has also helped Titan Company become the
fifth largest watch manufacturing company in the world. This 2nd Business
Responsibility report is presented with a hope to become a firm of the future having
undergone significant transformation such that corporate social responsibility no longer
becomes managed as a separate deliverable, but is part of the experience of being an
employee in an organization that lives its values.
Contact Details
Registered Company Address BRR Head

3, SIPCOT Industrial Complex, Sridhar NE
Hosur 635 126. Head, Corporate Sustainability
Company Identification Number: [email protected]
L74999TZ1984PLC001456 PH: 080 66609021
Website: www.titan.co.in
WWW.TITAN.CO.IN
42
An Titan Company Report
WWW.TITAN.CO.IN

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TITAN COMPANY LIMITED A TATA AND TIDCO ENTERPRISE

ONE COMPANY, MANY BRANDS

As a company, we are driven to be an institution that strives to bring substance, not

One Company, Many Brands

Innovation — in thought, process, approach and strategy, has become an important

The Titan Vision:

The Titan Mission:

Titan Values and Standards:

Total customer orientation

Performance culture and teamwork

Creativity and Innovation

Passion for excellence

One Journey, Many Routes

The Company has commenced production of watches in 1987 at the Hosur

Launched “Fastrack” in 2004 and Fastrack accessories and Fastrack stores in

Ventured into Eyewear and Precision engineering in 2007

JEWELLERY WATCHES EYEWEAR PRECISION ENGINEERING

Creation of Titan to evolution of Titan Company

Undeterred by these obstacles, Titan Industries set out to manufacture watches in

The New “Star Logo”

Titan Company Limited was awarded the Gold Award 2013

Titan Company secured 2nd Rank out of the top 7 companies

Titan Company was awarded the CII Most Admired

Titan continues to be in Forbes Asia’s FAB 50 companies

Titanium Edge watch Design wins the coveted Red Dot

Sonata received recognition at the ABP Pitch Brand 50

Silver Effie award for an effective 360 degree campaign for

Watches AIMIA’s 6th loyalty Award for Titan Signet

Jewellery IIFT fashion and lifestyle Award 2013 for Tanishq

IJ Jewellers Choice Award in the “Diamond Jewellery

Designomics award for Mia product design and CII’s best

Remote eye testing wins Qimpro Innovation Award under

TRAINN (Trust for Retailers and Retail Association of India)

Filigree Casting wins Qimpro Innovation award under

About the Report:

All offices: The Corporate Offi ce at Bangalore, Regional offices in Bangalore,

Manufacturing facilities at Hosur, Bommasandra, Chikkaballapur, Dehradun,

Circles indicate Business Responsibility Topics

One Foundation, Many Pillars

The seven sustainability stakeholders are Primary Customers, End Customers,

Stakeholder Modes of Engagement Being a responsible business

Business Associates Meet value system. Titan Company is a part of the

Training and development Tata Code of Conduct program

redressal: help lines, email ids staff to delight customers

with all the regulators through CII and other forums

Tell Me survey Piloting online grievance redressal system:

meetings, vendor satisfaction surveys Improving the working conditions of karigars

Stakeholder Modes of Engagement Being a responsible business

Meets with community disadvantaged backgrounds and makes them

Initiatives like Titan Scholarships, Titan Kanya

Annual General Meeting A separate page for investor relations on the

Annual Investor meets Providing timely and transparent information to

initiatives EMS system at all divisions

One Company, Many Responsibilities

Titan Company has a focussed approach to sustainable development. A year back,

1. Business Excellence: Titan Company follows the TATA Business Excellence

2. Occupational Health and Safety (OHS): Titan is committed to implement and

5. Corporate Social Responsibility: Three broad verticals were created based on

Eyewear ISO 9001; BS OHSAS 18001:2007