Jewellery Industry In

India

In 2012 jewellery category grows 19% in current value terms to reach Rs1,750 billion

South India as a jewellery hub of India supports growth of jewellery category

Costume jewellery most dynamic in 2012, rising 25% in current value terms to reach Rs 65.7 billion

Jewellery category remains fragmented and largely dominated by local and regional players

Overall sales led by Tanishq from Titan Industries Ltd with 3% value share in 2011

Constant value sales projected to see 13% constant value CAGR over forecast period

In 2012 costume jewellery grew by 25% in value terms to reach Rs65.7 billion.

Macro Environment

Branded jewellery is <10% of the market. Urban Market - 38% of this base. Product Mix: Largely plane 22 karat with gem set

jewellery constituting less than 10% of the market Key players: Fragmented market, mainly retailer driven. Most retailers are unorganized Absence of hallmarking Tanishq is the first branded jewellery player Increased investment by industry bodies (DTC, PGI,

WGC) is spurring rapid growth of branded jewellery market in India

Introduction

Tanishq is India's largest, most desirable and fastest growing jewelry brand in India.

Started in 1995, Tanishq is the jewelry business group of Titan Industries Ltd - promoted by the TAT group.

Tanishq has set up production and sourcing bases with through research of the jewelry crafts of India.

Located at Hosur, Tamil Nadu, the 1,35,000 sq. ft. factory is equipped with the latest and most modern machinery and equipment.

Tanishq also introduced professional retailing in the un-organized Indian jewelry bazaar

Tanishq has successfully taken on the challenge of transforming this frontier into a reliable consumer space by bringing to it all the virtues and benefits that branding offers

Primary Competitors Gitanjali Gems

Reliance Jewels

Mehrasons Jewellers (Delhi)

Tribhuvandas Bhimji Zaveri (Mumbai)

B.C. Sen and P.C.Chandra (Kolkata)

G.R.Thanga Maligai (Chennai)

C. Krishnaiah Chetty (Bangalore)

Laxmi Dia Jewel Pvt Ltd (Surat)

Rajesh Exports Ltd (Bangalore)

Swarnmandir Jewel Designer (Karnataka)

Generic Business

Level Strategy

•Design and retail innovation have been the hallmark of Tanishq all these years.

•First and only jeweler who guarantees the purity of its gold jewellery and certifies the quality of its diamonds and colored gems in writing.

PROMISE OF PURITY AND A

UNIQUE EXPERIENCE

• It has established itself as a highly ethical player in a market that was rated as having the highest incidence of under karatage (Bureau of Indian Standards).

•They even have gold meters where one can check the purity of gold.

Trust

• Tanishq also has been positioned as a branded jewellery of luxury rather than commodity. It moves jewellery beyond investment to the fashion and adornment sector.

Luxury

Superior Product

In order to compete with the regional players, Tanishq introduced the concept of “consistency in delivering promise”.

Brand Identity

STP

Segmentation GEOGRAPHIC SEGMENTATION:

– Tanishq has 121 stores across 76 cities (metropolitan and cosmopolitan, small cities and big towns in India) and still expanding.

– Example: Mumbai, Delhi, Kolkata, Chennai, Bangalore, Hyderabad, Pune, Cochin, Calicut, Coimbatore, Nagpur, Chandigarh, Dispur, Lucknow, Jalndhar, Nagpur, Nasik etc.

DEMOGRAPHIC SEGMENTATION:– SEC: Upper – middle class to Lower – Upper class women.– Age group: 21 – 55 married women

BEHAVIORAL SEGMENTATION:– Consumers, who understands uniqueness, sophistication,

elegance and class. PSYCHOGRAPHIC SEGMENTATION

– Life Style: Tanishq has found that 40% of the Indian women are working and they targeted this segment with a specific group of products called collection-G, a 9-to-5 jewellery for the working women.

Women living in metropolitan and cosmopolitan cities, big towns etc.

Upper middle class and above Age bracket:

20 – 30 year old newly married 31 – 40 year old married with children 41 – 55 year old with daughters of

marriageable age.

Targeting

Positioning•Design and

retail innovation have been the hallmark of Tanishq all these years.

•First and only jeweler who guarantees the purity of its gold jewellery and certifies the quality of its diamonds and colored gems in writing.

PROMISE OF PURITY AND A

UNIQUE EXPERIENCE

•It has established itself as a highly ethical player in a market that was rated as having the highest incidence of under karatage (Bureau of Indian Standards).

•They even have gold meters where one can check the purity of gold.

Trust

•Tanishq also has been positioned as a branded jewellery of luxury rather than commodity. It moves jewellery beyond investment to the fashion and adornment sector.

Luxury

•Tanishq is known for its ability to develop specialized design collections.

•It is the only jeweler that houses a full-fledged design studio with a team of several international award winning Indian designers.

Superior Product

SwotAnalysis

WeaknessFluctuating gold pricesMarket share of less than

1% owing to high competitive intensity

Lower marginsLimited Global Presence

OpportunitiesCustomized jewelry

designTapping global marketsTie up with corporate

and business partners

ThreatsCompetition from large

unorganized sector as well as local players

Fashion trend keeps changing

Investors have stopped investing in gold as a hedge against inflation

Strengths One of the most trusted

jewelry brands in India Titan Industries of the Tata

Group Excellent branding and

advertising Offers simplistic and low-

priced jewelry for daily wear

7p’s of Tanishq

Product

• Tanishq Diamond• Tanishq Gold• Tanishq Platinum

Based on Tangibility

• Tanishq wedding collection• Moham• Fashion• Colors of royalty

Based on Experience/Occasion

DESIGN: Tanishq is known for its ability to develop

specialized design collections. Each piece of jewellery is designed by a team

of award winning designers Designed to suit all forms of attire, western

and Indian, casual and formal. ARIA, for seven stone diamond jewellery

Hoopla, focused on diamond studded hoops

Collection-G for lower priced gold jewellery

BRAND NAME: Brand name ensures innovation. Considered equivalent to purity and tradition.

Product

PriceTanishq range of products

start at an accessible low of Rs.

600 and the range - Solo, Aria, Diva,

Hoopla, Lightweights, Bandhan

and the most recent,

Colours - comprises wearable everyday jewellery which has

been designed for

the urban working woman.

Very large collections of pendants, earrings and fingerings in this price range Rs 2000-5000

The Tanishq Valentine’s Day collection includes pendants, earrings and

finger rings starting from Rs. 2,000 onwards.

The 'up to 25 per cent' off offer by Tanishq is a

unique opportunity.

This attractive offer has

been introduced to benefit

the customers

and provide them with the best price and product options

Mass Market Pricing

Price

High-value

diamond range (with retail

price of Rs 2 lakh

and above) 

Zoya, Tanishq’s high-end brand that primarily retails

diamond jewellery, is showing a slow build-up. It currently has two stores (in Mumbai and Delhi) with a

range of 20-25 Lakh.

Kundan and Polki range starts from Rs 5 lakh

onwards.

Tanishq’s “Paheli” range

starts at Rs.80000 and “Jodha Akbar”

range at Rs. 1 Lakh.

High End Pricing

Tanishq opened 30 retail stores during FY08, taking the tally to 130 stores. Currently, the average store-size for Tanishq is 1,000-1,500 sq ft.

Tanishq retail identity has evolved over the years to offer large format and concept stores that reflect the brand’s philosophy of being “Revitalizer of Tradition”.

It has opened two pilot stores at Chicago and New Jersey with a retail format of 1,800-2,000 sq ft.

The Tanishq retail chain currently includes 112 exclusive boutiques in 75 cities, making it India's first and largest jewellery retail chain.

Place

Two promotion strategies opted by Tanishq: Cultivate trust by educating customers

about the unethical practices in the business

Change the perception of jewellery as a high-priced purchase.

Brand Ambassadors Shridevi Amitabh Bachchan Jaya Bachchan Asin Deepika Padukone Diya Mirza Karishma Kapoor

Advertising&

Promotion

Product PlacementsPaheli Jodha Akbar

CollectionRace 2

Print Ads Festive ads

Print Ads

MagazinesThe April 2011 issues of Grihshobha and Woman's Era saw what is said to be “the largest ever collaborative cover in magazine publishing in India”.  A promotion for Tanishq Jewellery, the SuperWrap Cover was spread across eight A4 sides and folds around the main magazine multiple times.

Print Ads – “Diamonds of Class” Campaign

The whole idea behind the campaign was to show a woman of grace and poise...a bold, graceful, charming, dazzling woman with unique tastes and personal style, ultimately showcasing Tanishq diamonds which compliment her exotic life and adventurous spirit.

“My Expression” - Digital Campaign for Mia

On 26 December 2011, Tanishq launched an online contest inviting consumers to submit ideas for sub-brand Mia (launched in November 2011) - a new line of jewellery for young working women

Tanishq focused on initiating an online activity mainly through social media, targeting the younger audience group.

"We wanted to get inputs from them on what kind of designs would appeal to their age group. We wanted to see how they

interpret design and utility of jewellery, and then create a line of jewellery that would appeal to this section of the market,“ - Sirish

Chandrashekhar

Through a crowd sourcing campaign called 'My Expression', Tanishq chose 10 finalists who have gone on to co-create the Mia collection along with Tanishq's design team.

‘My Expression' received more than 3200 entries, and these attracted 40,000 people to vote online.

• Tanishq initiated a loyalty program called the Golden Harvest Savings Scheme, which offers buyers the benefit of getting more jewellery than what they have paid for. The scheme allows consumers to plan future purchases in advance and pay for them in easy installments.

• In 1998, it launched the corporate gold gift scheme - 'When you want to say thank you, say it in gold‘.

• To tap the Southern Market:

– They have been engaging in press advertising and social programs in order to engage culturally with the Tamil community.

– They are also planning to make a Tamil film. The consumer in that market still considers Tanishq an outsider as opposed to their local jeweller. But they want them to see Tanishq as their family jewellers now.

Other Promotional

Activities

People

Designers & Management trainees

from premiere institutes

Performance /Competency linked career growth Path at

management and manufacturing level

Karigar Park•Karigars work exclusively for

Tanishq•Provides tools & raw materials•Better hygiene and medical

facilities

Physical Evidence

Experience• Showcasing• Surround effect• Speaking

effectively• Zoya: stores for

differential premium segment

Heritage• Architecture

inspired by heritage

• Revitalizing traditional Indian Jewellary

Trust• They even

have gold meters where one can check the purity of gold.

Brand Architecture

Types Of Jewellery Available

MIA:Beautiful jewellery for working ladies

BLUSH:To celebrate the a light & youthful combination of feminity, filigree and fine worksmanhip

The Taj Collection One feels like a Princess with this beautiful and exquisite range of Jewellery.

Rhythmic Flow Designs:Right from her birth in gangotri to her eventual departure, ganga is full of emotion. As she journeys down the icy slopes of the Himalayas, her initial calm gives way to an elegant flair

CELESTE:Solitaire

Diamonds

ARIA:Floral

NeckpieceIVA:

Bracelet

DIVINE CHANT:FaithFul

Its not just any wedding. It's yours. The special time in your life when all eyes are on you, so look the best you ever will in undoubtedly irresistible Tanishq jewellery that honours the specialness of every mood, ceremony and community in gold, diamonds, kundan, polki & precious stones.

Wedding Collections

Wedding Collections

Adorn Yourself with traditional designs

Capturing the essence of sacred rituals that honor

the pledge of your journey forward.

Thank You

Designed By

12 - Shivani Desai26 - Ruchita Khandelwal39 - Varun Punjabi43 - Karishma Savani47 - Niraj Sheth57 - Dimple Virani

References

• Source: Euromonitor• http://www.slideshare.net/Rose1601/bic-tanis

hq?from_search=5• http://www.slideshare.net/kadavadkar/copy-o

f-tanishq-presentation?from_search=8• http://www.slideshare.net/Amritaksha/market

-review-for-tanishq-presentation?from_search=12