1) During the brand’s initial days, Tanishq was perceived by Indian women as a brand that

targeted a more Western consumer. They had to undergo several strategic changes over
time to position themselves as a brand which caters to the traditional yet modern woman
segment.
During 1995-1996, Titan launched jewellery watches under a new brand – Tanishq and they
wanted the product to be perceived as “ a premium watch with high snob value ” in the
market.
When it made its transition from watches to jewellery, it positioned itself as a brand which
wanted to be more innovative in design by getting into studded jewellery rather than
focusing on plain gold jewellery .For this they switched from 22 karat to 18 karat and moved
from traditional designs to Western designs.

But since, 18 carat was not considered suitable for weddings and festivals by Indian
consumers, by June 1997, Tanishq piloted an offering of 22 karat plain gold jewellery with about 400
designs, with an additional 1000 designs in 18 karat diamond studded jewellery, although their
primary focus was to position themselves a brand which focused on adornment rather than
investment. They also came up with traditional Indian seven stone designs to compete in the market
of the mainstream jewellery buyers. To position themselves as a brand that emphasizes the two
critical components of the jewellery industry – Purity and Quality, they came up with the karatmeter
and following this, consumers soon realized the under karatage issue. After several press campaigns
and ads, they were successful in invoking the Tata tradition of trust. According to 2000-2001
research, cosumers perceived the Tanishq stores to carry the latest in style and design and the ones
who visited the store felt the brand was modern,elegant and sophiscated. Thus, it became popular
among the women in the 20s, but couldn’t position itself as a brand which the elderly women could
relate to and stood as a barrier as they didn’t recommend Tanishq as a brand for festive occasions or
weddings to the younger women of the society who depended on their mothers or grandmothers
for suggestion.