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 Rs65.7 billion.
 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 un-organized 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
 Brand Identity
• Design and retail innovation have been the hallmark of
PROMISE OF
PURITY AND A Tanishq all these years.

STP
UNIQUE • First and only jeweler who guarantees the purity of its gold
EXPERIENCE jewellery and certifies the quality of its diamonds and colored
gems in writing.

• It has established itself as a highly ethical player in a

market that was rated as having the highest incidence
Trust of under karatage (Bureau of Indian Standards).
• They even have gold meters where one can check the
purity of gold.

• Tanishq also has been positioned as a branded jewellery of

Luxury luxury rather than commodity. It moves jewellery beyond
investment to the fashion and adornment sector.

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

Superior concept of “consistency in delivering promise”.
Product
 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 are working
and they targeted this segment with a specific group of products called
collection-G, a 9-to-5 jewellery for the working 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.
 Positioning

• Design and retail innovation have been

PROMISE OF the hallmark of Tanishq all these years.
PURITY AND A • First and only jeweler who guarantees the
UNIQUE purity of its gold jewellery and certifies the
EXPERIENCE quality of its diamonds and colored gems
in writing.

• It has established itself as a highly ethical

player in a market that was rated as
having the highest incidence of under
Trust karatage (Bureau of Indian Standards).
• They even have gold meters where one
can check the purity of gold.
 • Tanishq also has been positioned as a
branded jewellery of luxury rather than
Luxury commodity. It moves jewellery beyond
investment to the fashion and adornment
sector.

• Tanishq is known for its ability to develop

specialized design collections.
Superior • It is the only jeweler that houses a full-
Product fledged 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 Fluctuating gold prices
 Titan Industries of the Tata Market share of less than
Group 1% owing to high
 Excellent branding and competitive intensity
advertising Lower margins
 Offers simplistic and low-
priced jewelry for daily Limited Global Presence
wear

Threats
Opportunities Competition from large
Customized jewelry unorganized sector as well
as local players
design
Fashion trend keeps
Tapping global markets changing
Tie up with corporate Investors have stopped
and business partners investing in gold as a hedge
against inflation
7p’s 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.
 Price
Tanishq range of products start at an Very large collections of
accessible low of Rs. 600 and the
range - Solo, Aria, Diva, Hoopla, pendants, earrings and
Lightweights, Bandhan and the most fingerings in this price range Rs
recent, Colours - comprises wearable 2000-5000
everyday jewellery which has been
designed for the urban working
woman.
Mass Market
Pricing
The 'up to 25 per cent' off offer by
The Tanishq Valentine‟s Day Tanishq is a unique opportunity.
collection includes pendants, This attractive offer has been
earrings and finger rings introduced to benefit the
starting from Rs. 2,000 customers and provide them with
onwards. the best price and product options
 Price
Zoya, Tanishq‟s high-end brand
High-value diamond range that primarily retails diamond
(with retail price of Rs 2 lakh jewellery, is showing a slow build-
and above) up. It currently has two stores (in
Mumbai and Delhi) with a range
of 20-25 Lakh.

High End
Pricing
Kundan and Polki range Tanishq‟s “Paheli” range
starts from Rs 5 lakh starts at Rs.80000 and
onwards. “Jodha Akbar” range at Rs. 1
Lakh.
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 reflect the
brand‟s 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, making it India's first
and largest jewellery retail chain.
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.
 Brand Ambassadors Product Placements
 Shridevi  Paheli
 Jodha Akbar
 Amitabh Bachchan
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 attracted 40,000
people to vote online.
 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.
People

Karigar Park
Designers & Performance
/Competency • Karigars work
Managemen linked career exclusively for
Tanishq
t trainees growth Path at • Provides tools
from management & raw
premiere and materials
manufacturing • Better hygiene
institutes level and medical
facilities
Physical
Evidence

Experience Trust Heritage

• Showcasing • They even • Architecture
• Surround effect have gold inspired by
• Speaking meters where heritage
effectively one can check • Revitalizing
• Zoya: stores for the purity of traditional
differential gold. Indian
premium segment Jewellary
 Brand
Architecture
Types Of Jewellery Available
MIA: BLUSH: The Taj Collection
To celebrate the a light & One feels like a
Beautiful jewellery youthful combination of Princess with this
for working ladies feminity, filigree and fine beautiful and exquisite
worksmanhip range of Jewellery.
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 flair
CELESTE: ARIA: DIVINE
Solitaire Floral IVA: CHANT:
Diamonds Neckpiece Bracelet 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 Capturing the essence of sacred

traditional designs rituals that honor the pledge of
your journey forward.
Thank You
Designed
By

12 - Shivani Desai
26 - Ruchita Khandelwal
39 - Varun Punjabi
43 - Karishma Savani
47 - Niraj Sheth
57 - Dimple Virani
 References
• Source: Euromonitor
• http://www.slideshare.net/Rose1601/bic-
tanishq?from_search=5
• http://www.slideshare.net/kadavadkar/copy-
of-tanishq-presentation?from_search=8
• http://www.slideshare.net/Amritaksha/marke
t-review-for-tanishq-
presentation?from_search=12