Trinity institute of professional

studies
Minor project report on tanishq

Submitted to: submitted by: sonam

BBA (G)
06490401709
 ACKNOWLEDGEMENT

With an overwhelming sense of gratitude I acknowledgment the

valuable and consistent encouragement extended to me. By whose
guidance I am able to accomplish this endeavor .this technical
acumen and year of experience have provided I with crucial input at
critical stage .i am specially thankful to trinity institute of
professional studies provided material which helps me in
accomplishing the task assignment

I also want to thank my project guide (Ms. Vani arora) who

encourage and motivated me to work upon this project.
 CERTIFICATE
This is to certify that sonam is a bonafide student of this institute
pursuing BBA full time programme of 3 year duration which is
affiliation with GGSIPU and has it undertaken a minor project report on
in partial fulfillment of BBA degree as required under the rule of
university.
 Content

S.no Topic chapter

1 Introduction Chapter 1
2 Product line and collection Chapter 2
3 Tanishq policy Chapter 3
4 Tanishq marketing strategy Chapter 4
5 competitors Chapter 5
6 Market research Chapter 6
7 Profit Chapter 7
8 Swot analysis Chapter 8
9 Future strategy Chapter 9
10 conclusion Chapter 10
11 Bibliography Chapter 11

Chapter 1
 Introduction
Tanishq in 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 Tata group .India’s most respected
and widely diversified business conglomerate
This year marks a decade of successful inning for tanishq with a retail
sale of 1200 crore last year and gunning for 2000 crore this year.
Tanishq has arrived in in an Indian jewelry market.it is a story of a
successful Indian enterprise. This has delivered value to its customer and
shareholders in a complex category, marked by its completely localized
front end as well as back end.
Tanishq has set up production and sourcing bases with through research
of jewelry crafts of Indian jewelry at tanishq is crafted in one of the
world’s most modern factories .the complete with all labour and
environmental standard located at hosur .tamil nadu ,the 1,35,000sq.ft.
Factory is equipped with the latest and most modern machinery and
equipment .every product at tanishq is painstakingly crafted to
perfection. Diligent care and quality processes ensure that the tanishq
finish is unmatched any other jeweler in the country
 tanishq challenged the age-old jeweler’s word with
Tata’s guaranteed purity.it exploded the market with fact about rampant
impurity across india.it introduced technology backed challenge in a
category completely governed by individual trust .tanishq introduced
innovation like karatmeter,the only non-destructive means to check the
purity of god.
Tanishq also introduced professional retailing in the disorganized Indian
jewelry bazaar, where women can shop with comfort and peace, without
worrying about the purity of the jeweler they are buying, as well as
selected from the best jewelry collection available in the Indian market.
Tanishq today is India’s most aspiration fine jewelry brand with 91
stores in 64 cities .with an exquisite range of gold jewelry studded with
diamond or coloured gems and a wide range of equality spectacular
jewelry in 22k pure gold. Exquisite platinum jewelry is also part of the
project
Jewelry is one of the last great commodity frontiers in Indian; it has
remained so because this market is very unorganized .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”
-Harish bhat, CEO, tanishq.

Locating tanishq

Tanishq had its first showroom in Chennai in 1996.today it has over

60 showrooms in 47 cities. Only six of these are owned by the company.
The rest are run by the franchises.
 Chapter 2
Product line and collection
Tanishq diamond
The sparkers of diamond has always attracted to a men. Finding your
perfect piece of diamond jewelry is an exhilarating and unique
experience.as with any significant purchase.it is important then you
make an educated decision.
Cut and crafted with utmost care. Tanishq diamond come with a
certificate of authenticity, stating and cartage colour and clarity of the
stone to enable you to know exactly what you are paying for.
No gemstone expresses human emotion more powerfully then a diamond
and tanishq transform these precious stones into breathtaking
masterpieces. Each unique and splendid in designer when it comes to
diamond at tanishq you will be spoilt for choice from many collection

we have to offer

Tanishq gold
From the traditional harams mangal sutras and thralls’ to the more
fashionable earing, chains, bracelets and ring, there is a lot to choose
from at tanishq

In India gold has always been associated with security and is the most
valuable form of insvestment.however, it has been observed that
consumer is an easy target to several malpractices like under karatmeter,
under valuation of gold
Sold and unfair buy back policies due to the track of awareness about
these issues

Tanishq propagated ethical practices not only by assuring that customer

purify and selling policy .but also fair policies to the karigara who craft
the jewelry
Tanishq designs in pure 22 k gold are not only unique expressing the
wearer individually but each piece is subject to the intricate process of
designe,crafting and stone setting with stringent quality standard at every

point
Tanishq platinum
Pure
Platinum’s purity endows it with a brilliant white luster. This help to
reflect the true radian of diamond .because it is generally 95% pure (18k
gold is 75%pure), platinum jewelry does not fade or tarnish and keep its
looks for a lifetime.

Rare
Platinum is rare, the converted treasure of descending individual .there is
very little platinum in the earth and it is found in very few places around
the world. This exquisite metal is 30 times rarer then gold platinum’s
rarity makes its exclusive and distinctive a celebration of your
individuality
External
Platinum jewelry is the perfect choice for lifetime of everyday wear.
Platinum does not wear away and holds precious stone firmly and
securely
Platinum and white gold are distinctly different material and must not be
confused .platinum is a metallic element while white gold is a sold
alloy ,which which gets its white colour due to platinum or nicked.
Tanishq’s platinum represents excellent value of money. The price may
be higher than the smaller item in gold but platinum is pure.ratte, ending,

beautiful, luxious classic and the perfect host

for diamond precious qualities that make it worth that

little bit extra for it.
 The collection

The diamond collection

No gemstone express human emotion more powerfully than the
diamond after all, a diamond is a timeless and finding your perfect piece
of diamond jewelry is an exhilarating and unique experience .cut and
crafted with utmost care the diamond collection render each piece
eternal
The wedding collection

The bride blushes ;everyone around smiles; the shenai announce

festivity; the priest chant auspicious promises that she walk demurely a
vision of beauty her jewels are exquisite .crafted by the best in the
land .as pure as the blessings bestowed on her. The jewels of the bride
are beautiful like a
bride.

To make the wedding special in different style like heavy weight

jewelry or jewelry inspired by the old days or we can say 18s style
jewelry which is very popular in these days Tanishq launch wedding
collection in diamond ,platinum and white gold

In the Bollywood movie jodha Akbar the jewelry of ashwariya rai

bacchan and kritik roshan was from the tanishq
The zoya collection

Intricacy coupled with simplicity; the magnificence of history

interwoven with liner contemporary .secrets of the pharaohs masked
with the mystery of the cosmos; oriental act embellished with occidental
architecture; nature’s bounty matched with man’s ingenuity.
The fashion earring collection
The fashion earring collection has with range of over 300 exclusive
designe.keeping in the tune with the ranging popularity that earring
currently enjoy. The tanishq designs team has created the fashion earring
collection. Inspired by the evergreen jhumkas or karmaphools and the
trendy chandeller and delicate stiletto designs.
Some other collection is
1. The kundan and polka collection
2. The colors of royalty collection
3. The moham collection
4. The aria collection

The fashion earring and the wedding collection is the most popular
collection in the jewelry market. Every woman wants to look most
beautiful women on the day of her wedding and tanishq make their
dream real

Chapter 3

Some policy for wooing the consumer

Return policy

offer an simple return policy. If you are

not entirely satisfied with your purchase, you may return the
product/s bought from www.tanishq.co.in.*
* In the unlikely event that any merchandise you have ordered
from
us is not received in good condition, is damaged or defective,
or
if merchandise delivered is different from what you had
ordered,
you may return the merchandise unused, and in the same
condition
as you received it, in its original packaging along with original
tags, for a refund.
* You may drop us an email at *_Contact Us_* or call our all-
day
helpdesk at 1800-425-4653 (10:00 am to 7:00 pm India time-
GMT +
0530 hrs)*,* and request a return within 7 days from delivery
of
the product to your shipping address. We will arrange for the
merchandise to be collected from the delivery address through
courier, and returned to us. We shall process the refund subject
to receipt of the merchandise at our location in unused
condition
in its original packaging along with original tags and invoice,
failing which return/ refund may not be possible. Please note
we
shall not entertain any request after 7 days from delivery of the
 product. Any returns through courier, must be accompanied by
the
original invoice, which is shipped along with the products. We
will not be able to accept returns which are not accompanied
by
the relevant original invoice. We shall process the refund
subject
to receipt of the merchandise at our location in unused
condition
in its original packaging along with original tags and invoice,
failing which return/ refund may not be possible.* *

*
.
* Any Anuttara points which are accumulated at the time of
purchase
will be reversed if such products, on which points were earned,
are returned.
* In case of return of product/s the customer shall be liable to
return all the product/s which were offered free as an offer on
purchase of the original product/s
* In the event you return any item which is delivered to you in
damaged/defective condition, there will be no additional
shipping
charges.
* If you request a return, at the time of collecting the
 merchandise, our courier partners shall give you a courier
Airway
Bill, which is to be retained for future reference. Please also
keep a copy of the sales invoice for future reference, before
handing over the return merchandise and original sales invoice
to
the courier. We will send the original invoice back to you
through
courier, after processing your return request.
* Any refund against a return request made to
www.tanishq.co.in
all-day helpdesk, and collected by courier from the delivery
address where the item was originally delivered, shall be
processed only upon receipt of the merchandise in unused
condition, along with the original sales invoice.

* Refunds of payments charged to the Cardholder’s debit /credit

card
will only be credited back to the Cardholder’s debit / credit
card
account, which was used to pay for the original order. Please
note
that we shall not be responsible for any delays in credit to the
 Cardholder’s debit / credit card account as that is managed by
the
Cardholder’s issuing bank.
* Jewellery being precious in nature can only be returned
through
our authorized courier partners.
* We shall not be allow _any exchange_ of jewellery products
due to
the price differential that exists, as no two similar jewellery
products will be of exactly of the same price. However, we
shall
make the refund into your account directly and you could make
a

fresh purchase online* *

Privacy policy
Tanishq follow the privacy policy they believe that customers is very
special to them they never handover any information of the customer to
any one in any condition

Exchange policy

In the tanishq they offer great deals to the customer like they started the
exchange policy if you have some old gold jewelry so you can go to the
tanishq showroom and in exchange of that old jewelry you can get some
% discount on the gold or the platinum jewelry or you can get new
fashioned jewelry in the exchange of your jewelry
 Chapter 5

Tanishq marketing strategy

Chapter 5
 Chapter 6
Tanishq market research

Tanishq emerges as the known brand with the highest awareness and
recall. The difference between the leader and the follower is always
greater when the former have a head start, and when the pace and effort
of the leader intensify, the possibility that they will continue to be at the
top is a foregone conclusion. The solitate tns survey shows that tanishq
is the best known brand across in Mumbai .new Delhi and Bangalore a
finding which lends credence to the leadership factor more than the 65
% of the target audience has no hesitation in coming up with the name,
providing that the extension branding exercise undertaken by tanishq(a
division of the Tata groups company )titan industries has paid off well
two decades in the business over 70 retail outlet across the country and
pioneering efforts to make jewelry buying into an unforgettable
shopping experience .all these factor combined to make the brand into a
household name
India’s top ten best known jewelry brands
Chapter 7
Profit generated by the tanishq
Chapter 8

Swot analysis
Strength
Purity of the jewelry through karatmeter is still the sign of total purity
distribution network and retailing store are in place of the company with
130 store countrywide .mind blogging award winning designs have
come for the country .diversity in jewelry gold diamond
platinuminhance the product range of the company.we also have
competitive price for the entire product ranges as compared to the
competitor

Weaknesses
Capture is 70,000crore Indian jewelry market tanishq comprises a small
share of the overall is 70,000 crore Indian jewelry market and and hence
indeed to increase its market share in this huge industry escalated gold
cost has caused lower margin is to push sales as much as possible

Opportunities
Global market like USA needs to be looked at low cost and easy to wear
jewelry should be further promoted. Customized jewelry designer
should provided to the customer .concentrate on gen-X by having treated
jewelry .expend retail shop in India to further increase reach

Threats
Competition from the local jewelers all over India lack of skilled worker
in jewelry industry .gold is no longer source of investment people are
more concerned about design and luxury

Chapter 9
 FUTURE STRATEGIES…
out with specific traditional collections to cater to brides from the
regional communities.
To maximize the Tanishq brand presence across regional markets in
India. Large format outlets are intended to act as a one-stop solution and
enhance sales.
At present, Tanishq offers only standard jewelry in its wedding range.
The brand is planning an expansion of its retail business in order to cross
the INR 30 billion sales mark by the end of fiscal With a view to expand
in the estimated INR 1,000 billion Indian jeweler market, Tanishq will
come year 2010.
The company will be opening a total of 17 more Tanishq boutiques in
2010 and its major focus will be on large format stores of over 4,000 sq.
ft., as against the currently existing ones which have an area of around
2,500 sq. ft.
Asin is brand ambassador of the tanishq jewelry currently and its 1st time
that the south actress is endorsing tanishq

Chapter 10
 Conclusion

Tanishq is a fast growing company, tanishq believe in purity of their

product and serve it to the customer but they are lacking in one thing
from their competitor which is advertisement. They should work on their
advertisement because tanishq is a brand which serves to the all category
people, on the other hand competitor are doing great advertisement and
people are known to them . Tanishq is a brand about luxurious designs
and quality. People think that tanishq is for only the high class people,
but tanishq have a collection in all range but because of high standard
reputation. Tanishq should get closer to the customer by whom they can
know the tanishq and their product. Tanishq have very glorious
collection of different product. But display is very less or branches of
tanishq are only in the limited areas. They have to work on the
distribution of channel is very low and advertisement is also less they
should work on these two points and they can become a top industry in
jewelry market

Bibliography
Cade studies and management resources www.icmrindia.org/
Tanishq official website- www.tanishq.com
Management student forum-
http://www.managmentparadise.com
The Hindu business line- www.thehindubusinessline.com
Business standard- www.business-standard.com/-