Why Study Abroad When IIPM Gives You 3 global Advantages!
Sparkling Tanishq jewellery, ravishing Raga collection or fascinating Fastrack, take your pick!
“Hey, look at the swanky and expensive beauty wrapped around the slender wrist of that beauty. Must be some plush Swiss or French brand,” said one. “No it isn’t! Look closer. It’s a hardcore desi brand,” replied another. I was pretty surprised while eavesdropping on this conversation between two ladies at a grand social gathering in a ritzy five star hotel. The conversation kept coming back to me – a grand socialite gathering and someone proudly flaunting a Titan watch – is this company that desired and admired? Bang came the reply from Minoo Anand, a law graduate and housewife, “Titan Raga is elegant, I don’t mind flaunting it anywhere. It can’t pass off as an Omega obviously, but can easily give a tough competition to any brand in the Espirit league. The main advantage remains that it can be worn everyday and also as a fine time-piece on special occasions.”
With its chic yet trendy offerings, Titan Industries, a Tata Group company, has given foreign watchmakers a run for their money in the domestic market. Titan’s attractive designs have caught the attention of Indian consumers. And with Bollywood celebrities as brand ambassadors, the admirability quotient of the company and its respective brands have reached hitherto unconquered heights. Agrees Titus Upputuru, CD, O&M, “Aamir and Rani have huge mass appeal with the type of movies they select. They have a class appeal too that is required for the Titan range. Their presence has worked across the board for the Titan range,” he says, adding that if Rani has clicked for Titan’s Raga, Aamir has also been experimenting with different looks for Titan. “For instance, when he was shooting for the movie Mangal Pandey, he was cast in the same get-up while endorsing Titan,” says Titus.
Titan’s wide presence in the Indian market with 203 exclusive showrooms spread across 109 cities, adds immensely to the recall value of this brand & company. Obviously innovation has been one weapon used by Titan to launch fresh collections year after year. This year too, Titan forayed into the sporty watch segment, with its ‘Aviator Series’. Targeting the up-market, global Indian, this fresh collection of sporty watches display a deep-rooted inspiration from the World War II fighter aircrafts. Harish Bhat, COO, Titan Industries, says, “The unique design story behind each of the watches make this the perfect collection for someone seeking a unique sense of style.” The ‘Aviator Series’ perfectly complements Titan’s famous youth brand, Fastrack, which also introduced a new ‘Adventure Collection’. With features like washable Velcro straps with inbuilt analogue compass, a carabiner watch inspired from mountaineering & rock climbing gear, crystal guard to protect the glass and the case and the dials with patterned luminescent ink fill that help to see time even in the dark, its the right accessory for the rough & tough.
Youthfulness apart, Titan with its vast collection aims to capture all genres of the Indian society. So on one hand, if you have launches like the ‘Aviator Series’ and ‘Adventure Collection’, on the other hand, you have a dainty ‘Wedding Collection’ for newly-weds, that includes Gold & Steel Collection, Regalia, Fashionista, Bandhan et al.
For the wedding season, this Tata group company has yet another surprise up its sleeves, with its offerings getting a European touch with its all-metal Laurent Collection. Says Suparna Mitra, Head, Marketing, Titan Industries, “With the wedding season in full swing, we felt the time was right to launch a collection that represents true international craftsmanship and precision in every aspect of design, finish, feel and quality. We are confident that this collection will be extremely successful this season.”
The year 2007 has clearly been a watershed period for Titan Industries, as it saw the company foraying into the prescription eye-wear business, with the launch of stylish Titan Eye+ optical range. With more than 1,000 frames of the finest quality, Titan Eye+ differentiates itself by providing innovative value-added services such as state-of-the-art refraction lab for Zero Error Prescription, scratch resistant lenses, et al. “I think an organisation that innovates and inculcates the habit of innovation amongst not just a very large number of its employees, but also prudent business associates, surely grows. This is the reason why Titan and Tanishq have been so successful,” avers Bhaskar Bhat, MD, Titan Industries, while speaking to 4Ps B&M. With such grand launches, Titan Industries looks upbeat, and has been a front-runner in bagging the SAP ACE 2007’s ‘Awards for Customer Excellence, in the Best Consumer Products Sector Implementation – Large Enterprises Category.
Titan’s sub-brands – Tanishq and Fastrack have also been adding to the likeability of the brand. Bhaskar Bhatt informs, “Tanishq has a wide target audience, like it has traditional jewellery for the senior consumers and light jewellery for generation next. So when your product portfolio is vast and when you have authentic certificate, you are bound to become a very preferred and admired brand. Whether it’s Tanishq or Titan, in time span of 10 years they have become very popular across the country.”
With design, quality, and reliability and not to forget it’s reasonable pricing in a price sensitive country like India, Titan’s watch division commands a 70% share of the domestic organised market. Reporting a turnover of Rs.2,136 crores last year, Titan Industries seems to be ruling the Indian hearts as far as fashion accessories are concerned. Moreover, cashing-in on high-profile brand ambassadors like Aamir’s appeal, Rani’s ravishing looks, John’s attractive appearance and Nafisa’s grace, Titan has indeed travelled far in a short span. Great timing shall we say?
Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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