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From Crisis to Comeback: How Tanishq Transformed into ₹38,353 Crore Innovation Success

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In India, festive occasions are synonymous with the desire for new jewelry. It’s more than just an accessory; it symbolizes prosperity and tradition, often passed down through generations. Family jewelers monopolized this market for centuries, making it difficult for outsiders to break in.

But then came a revolutionary brand that challenged the status quo. With a commitment to trust, quality, and unparalleled variety, this brand carved its niche worth ₹38,353 Crore in the Indian jewelry market. Today, it’s the first name that comes to mind for anyone seeking exquisite jewelry.

Curious to know how this brand disrupted the industry and became a household name?  Read on.

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A Bold Venture

In 1995, Titan Industries, known for its successful watch business, ventured into the uncharted territory of gold and branded jewelry.

Inspired by international models, Titan launched Tanishq to revolutionize the Indian jewelry market, which traditional jewelers then dominated.

India’s longstanding tradition of gold consumption, with an annual demand of 800 to 975 metric tonnes, presented a promising opportunity for Titan to capitalize on.

With much anticipation for another success story, the first Tanishq store was inaugurated in Chennai in 1996.

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The Market

Initially, Tanishq believed that 18-karat gold jewelry, less expensive and scratch-resistant, would appeal to Indian consumers and encourage them to purchase larger pieces. However, this assumption overlooked the deep cultural significance of gold in India.

In India, gold is not merely an accessory but a symbol of wealth, status, and tradition. It is often purchased for gifting, investment, and religious ceremonies. The 22-karat purity of gold is considered auspicious and is preferred by many Indian consumers.

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Despite Innovations

Despite its innovations, Tanishq faced years of losses due to low footfall and negative price perception.

While well-intentioned, the company’s initial focus on 18-karat gold did not resonate with Indian consumers’ deeply ingrained preference for 22-karat gold.

Between 1996 and 2000, Tanishq’s cumulative losses mounted to over ₹150 crores for nearly half a decade.

This financial strain put the jewelry business on the brink, leading to serious discussions about its future.
The future of Tanishq hung in the balance.

Ratan Tata, recognizing the need for a fresh perspective, entrusted Xerxes Desai with the crucial decision. Desai’s strategic brilliance led to a pivotal shift, aligning Tanishq’s offerings with Indian consumer preferences. This decision paved the way for the brand’s remarkable success.

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A Game-Changer

Tanishq’s introduction of the Karatmeter, a device for testing gold purity, proved to be a turning point.

This innovative tool instilled trust in consumers, who had long been skeptical of traditional jewelers.

The Karatmeter’s accuracy and reliability helped Tanishq gain market share and establish itself as a trusted brand.

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Building Trust

To further strengthen its reputation, Tanishq launched the “Impure-to-Pure” program.

This initiative allowed customers to exchange their old, impure gold jewelry for pure 22-karat gold at a competitive price.

This program boosted customer loyalty and solidified Tanishq’s reputation as a reliable and ethical jeweler.

The brand’s renewed focus on innovation, quality, and customer satisfaction eventually led to profitability. In FY 2000-2001, Tanishq achieved a significant milestone by turning a profit.

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Scaling up the Portfolio

Tanishq launched sub-brands like Zoya and Mia to cater to a wider range of customers.

Zoya offered luxury jewelry, while Mia targeted younger women. Rivaah focused on wedding jewelry, while Mirayah catered to women under 40.

Raga—the only women’s brand of watches aesthetically designed as jewelry—Titan mastered the art of winning women’s hearts and their partners’ wallets!

Tanishq further diversified with Aveer, its first line of products for men. By offering a wider range of products, Tanishq solidified its position as a leading lifestyle brand.

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Tanishq Brand Ambassadors

Tanishq has always committed to empowering women and celebrating them. Its brand ambassadors reflect its ethos of strength, resilience, and inspiration.

The timeless actress Deepika Padukone has been associated with Tanishq since 2015. Other brand ambassadors, such as Mithila Palkar, Deepika Kumari, Manika Batra, Pooja Rani, Navjot Kaur, and Rani Rampal, have all been the faces of Tanishq’s campaigns.

To strengthen its presence in the south, Tanishq signed South Indian actress Nayanthara as its brand ambassador, which helped it connect with a new audience and solidified its position in the Indian market.

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For Continued Success

Tanishq’s journey extended beyond India’s borders. 2007, the brand ventured into the US market, aiming to appeal to mainstream American women.

While the initial store faced challenges, Tanishq’s commitment to quality and design remained unwavering. The brand’s re-entry into the US market in 2023 as a franchise store marked a significant milestone in its global expansion.

Tanishq’s acquisition of CaratLane in 2016 strengthened its digital presence and expanded its reach in the online market.

The brand’s success is manifested not only in its annual revenue but also in its stock performance. From a modest ₹2 in 2003, the stock price surged to ₹2700, illustrating the tremendous growth and investor confidence in the brand.

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Of Innovation and Excellence

Tanishq’s journey has been a series of strategic moves that have solidified its position as a leading jewelry brand.

The company’s collaborations with Bollywood films like “Jodhaa Akbar” and “Padmaavat” showcased its design prowess, resonating with the masses.

These strategic partnerships and Tanishq’s commitment to quality and innovation have driven significant growth.

2019 Tanishq contributed 86% of Titan’s sales, becoming the largest branded player in the competitive Indian jewelry market.

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A Rising Star

Tanishq’s success has propelled Titan to new heights. The same year, Titan became the second-largest Tata company by market capitalization, surpassing many industry giants.

This achievement is a testament to Tanishq’s exceptional performance and ability to innovate and adapt to changing market dynamics.

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For a Dazzling Future 

The Company is committed to expanding its Tanishq footprint across India. By the end of FY24, it plans to add 14 more stores, building upon the 30 stores opened in the past nine months.

With this expansion, Tanishq aims to reach 410 stores in India by the end of FY24.

Tanishq plans to expand its international presence, targeting approximately 50 jewelry stores globally by FY27. This expansion will complement the 14 US, UAE, Qatar, and Singapore stores.

While the Indian jewelry market offers immense growth potential, they are being cautious about expansion.

By maintaining a steady pace of 40-50 stores per year, Tanishq aims to ensure sustainable and profitable growth.

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I’m Archana R. Chettiar, an experienced content creator with
an affinity for writing on personal finance and other financial content. I
love to write on equity investing, retirement, managing money, and more.

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