Mia by Tanishq: Jewellery to entice the working woman in India

• Main Authors: SRIVASTAVA, Rajendra K., DUTTA, Shantanu, JOSHI, Havovi
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2015
• Subjects: Marketing; customer segment identification; targeting; deep customer understanding; distribution channels; pricing; branding; market analysis; positioning; growth; India; women; Asian Studies; Sales and Merchandising
• Online Access: https://ink.library.smu.edu.sg/cases_coll_all/123; https://cmp.smu.edu.sg/case/2521
• Institution: Singapore Management University

In 1995, recognising the opportunity to launch a trustworthy brand in the highly fragmented and disorganised jewellery market, Titan launched the first branded range of jewellery in India - ‘Tanishq’. The Tanishq business performed exceedingly well, attracting a large customer base that was won over...