Author name: Parvati Rai

Parvati Rai is the Vice President of the Research team at Equentis. She has over 15 years of equity-research and strategy-consulting experience. A specialist in deep-dive valuations, financial modelling, and forecasting, she has built research desks from the ground up, by steering buy-side, sell-side, and independent coverage across sectors. When she isn’t fine-tuning models, Parvati unwinds on nature treks and mentors aspiring analysts.

Tanishq Storytelling cover
Investing - Blog Category

From a newly launched business to ₹46,000+ Crore Empire: How Tanishq Built India’s Most Trusted Jewellery Giant

In 1994, Tanishq entered a market that was deeply rooted in tradition but lacked transparency. Backed by Titan Company, the brand was initially designed to target international markets, particularly in Europe and the United States. The idea was to position Indian craftsmanship globally and earn foreign exchange.

However, the early strategy failed to gain traction. The designs did not fully resonate with global tastes, and domestically, Indian consumers were hesitant to trust a corporate brand over their long-standing family jewellers. Tanishq faced heavy losses in its initial years, making its future uncertain.

But this phase of struggle laid the foundation for one of the most powerful pivots in Indian brand history.