| Tanishq
as a Brand
Tanishq is India’s largest,
most desirable and fastest growing jewellery brand in India.
Tanishq, started in 1995,
is the jewellery business group of Titan Industries Ltd - promoted by the
TATA group, India’s most respected and widely diversified business conglomerate.
This year marks a decade
of successful innings for Tanishq. With a retail sales of 732 crore last
year and gunning for 1025 crores this year, Tanishq has arrived in the
Indian jewellery market. Tanishq embarked on its voyage 10 years ago when
it challenged the established family jeweler and introduced new rules in
precious jewellery; a category as old as civilization.
It is a story of a successful
Indian enterprise, which has delivered value to its customers and shareholders
in a complex category, marked by its completely localized front end as
well as back end.
Tanishq has set up production
and sourcing bases with thorough research of the jewellery crafts of India.
Jewellery at Tanishq is crafted in one of the world’s most modern factories.
The factory complies with all labour and environmental standards. Located
at Hosur, Tamil Nadu, the 1,35,000 sq. ft. factory is equipped with the
latest and most modern machinery and equipment. Every product at Tanishq
is painstakingly crafted to perfection. Diligent care and quality processes
ensure that the Tanishq finish is unmatched by any other jeweller in the
country.
The brand brings together
the work of karigars, who specialize in different style of making jewellery.
Karigars, who continue to be an exploited lot with other jewellers, are
paid fair remuneration and work under good working conditions in Tanishq.
Tanishq challenged the age-old
jeweller’s word with TATA’s guaranteed purity. It exploded the market with
facts about rampant impurity across India. It introduced technology-backed
challenge in a category completely governed by individual trust. Tanishq
introduced innovations like Karatmeter, the only non destructive means
to check the purity of gold; machine made jewellery, which offers far superior
finish and value to the customer and beautiful handcrafted jewellery which
is influenced by various jewellery traditions of India.
Tanishq pioneered fashion
& style in tradition bound category through its innovation driven ‘collections’
strategy. These collections are designed by Tanishq design studio, the
house of the best jewellery designers in the country. Tanishq design studio
drives design innovations through collections which are inspired from various
jewellery traditions of India like chettinad, rajputana, tajmahal, mughal,
temple and tarkashi. These ancient inspirations are crafted into modern
forms for today’s woman, thus making her Tanishq jewellery, a truly prized
possession.
Tanishq also introduced professional
retailing in the dis-organised Indian jewellery bazaar, where women can
shop with comfort and peace, without worrying about the purity of the jewellery
they are buying, as well as, select from the best jewellery collections
available in the Indian market.
Tanishq marked the beginning
of multiple stores (84 stores in 61 cities today) compared to the single
store norm of the category. Customers can buy, exchange jewellery and avail
special services like Tanishq Golden Harvest savings scheme in any Tanishq
store in the country.
Tanishq today is India’s
most aspirational fine jewellery brand with an exquisite range of gold
jewellery studded with diamonds or coloured gems and a wide range of equally
spectacular jewellery in 22Kt pure gold. Exquisite platinum jewellery is
also part of the product range.
It represents the aspiration
of emerging Indian woman who uses tradition rather than being used by it;
who fulfils her responsibilities and lives her dreams; who celebrates festivals
in her house with glamour and panache; who embraces modernity without breaking
away from tradition. |
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