Page 9 - Bullion World Issue 10 Volume 05 October 2025

Bullion World | Volume 5 | Issue 10 | October 2025
B ullion W orld | V olume 5 | I ssue 10 | O ct ober 2025
Historically, jewellery designs were deeply rooted in trust, addressing a long-standing consumer
regional and cultural aesthetics - such as Punjabi, concern.
Bengali, or Telugu styles. While these traditions still
hold value, consumer preferences are now leaning To further build customer confidence, Tanishq
toward more universal, lighter, and modern designs. introduced the Impure-to-Pure Exchange Program
Elements like kundan, formerly reserved for grand, (in 2000), which allowed customers to exchange
traditional occasions, are now being reinterpreted impure or uncertified gold jewellery for guaranteed
in more refined and wearable formats. There is a 22-carat Tanishq pieces. This initiative became a
growing demand for fusion styles that combine turning point in winning over skeptical consumers.
ethnic charm with contemporary sensibilities,
making jewellery suitable for a wider range of Recognizing the cultural and emotional significance of
occasions. gold purity in India, Tanishq shifted its primary offering
This shift is evident in Titan’s diverse portfolio, which from 18-carat to 22-carat jewellery, aligning the brand
includes traditional brands like Tanishq and more with traditional buying expectations and broadening its
modern offerings like CaratLane, Mia, and even men’s appeal across demographics.
jewellery lines such as Aveer.
To make jewellery purchasing more accessible and
Tanishq’s Journey: Key Milestones in Building systematic, Tanishq launched the Golden Harvest
Trust and Market Leadership Scheme, which encouraged customers to save over a
Tanishq, Titan’s flagship jewellery brand, has period of time and then redeem their savings toward
undergone a remarkable evolution since its inception jewellery purchases. This initiative promoted financial
in the 1990s. What began as a bold venture into a planning and brand loyalty.
traditionally unorganized market has grown into one of
India’s most trusted jewellery brands. Here are the key Tanishq revamped its retail experience by introducing
strategic milestones that shaped this transformation: warmer, more welcoming store environments,
supported by a friendlier, better-trained staff.
Tanishq entered the Indian market with a focus on Advertising became more inclusive, and the product
Western-style diamond jewellery, offering 18-carat portfolio expanded to include lighter-weight designs,
products in elite, formal showrooms. This approach, making the brand more approachable and relatable.
while aspirational, failed to resonate with Indian The franchise model also enabled deeper market
consumers, who valued tradition, higher gold purity, penetration, especially into Tier 2 and Tier 3 cities.
and cultural relevance in their jewellery purchases.
Strategic Brand Segmentation:
A pivotal moment came with the launch of the Catering to India's Diversity
CaratMeter (in 1996)- a technology that enabled Titan has built a multi-brand strategy to cater to
real-time testing of gold purity. By exposing the varied preferences and demographics of Indian
widespread discrepancies in gold caratage sold by consumers:
unorganized jewellers, this innovation positioned
Tanishq as a brand rooted in transparency and • Tanishq is the flagship brand, addressing a wide
range of traditional, festive, and occasion-based
needs for consumers aged 30 and above. Its large-
format stores and expansive product range make it
the ‘go-to’ brand for weddings and festivals.

• Zoya caters to the global Indian consumer -
sophisticated, well-travelled, and seeking luxury.
Positioned as a bridge-to-luxury brand, Zoya
combines international aesthetics with exclusivity.

• Mia was launched in 2012 for young, urban
women seeking lightweight, affordable, and
wearable jewellery. Its digital-first, small-store

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