Tanishq, first started as a brand name for jewelry watch of Titan,

was targeted towards the Indian high end customers. By then it

was positioned as an ego satisfier. The reason for failure of
Tanishq in the initial phase was that the company followed a
selling concept. They made theproduct first and then tried to sell
it. The consumer preference was not considered while designing
the 18 karat jewelry. Over time Tanishq has undergone through
a lot of changes in its marketing policies and strategies to
position itself as a mainstream jewelry firm rather than targeting
a small customers of the whole jewelry market. Tanishq,
established in 1995, challenged the established family jeweler
and introduced new rules in precious jewelry. Tanishq spread
awareness to thepublic about alleged impurity in Gold jewelry
across India. Tanishq introduced innovations likeKarat meter,
the only non-destructive means to check the purity of gold and
machine madejewelry. Tanishq was introduced as jewelry for
adornment and bore a western appeal; it wastargeted towards
modern women. But as a largest part of the Indian jewelry
market is dominatedby traditional jewelries, Tanishq had to
move from being modern to being traditional. In itserrand,
Tanishq adopted different strategies at different points in time to
capture customer value,to survive competition from local
market, to reduce cost and to modernize the tradition in
aninnovative way. Today Tanishq has over 80 stores all over
India.
GoldPlus, which was solely introduced to reach out the jewelry
market in the rural areas, wastargeted towards selling traditional
plain jewelry, which were perceived by the customers
asinvestment and worn during festivals and weddings. It also
adopted different marketing strategiesto position itself as a
traditional jewel brand. However it has only been serving two
localitiesthrough franchisees where Tanishq has no presence
promise of purity and a unique experienceDesign and retail
innovation have be nthe hallmark of Tanishq all the years.

-First and only jeweler who guarantees the puriy of its gold
jewellery and cerifies the quality of its diamond and colored
gems in writing.Trust-It has established itself as a highly ethical
player in a market that was rated as having thehighest incidence
of under cartage (bureau of Indian standards)-They even have
gold meters where one can check the purity of goldLuxury-
Tanishq also has been positioned as a branded jewellery of
luxury rather thn commodity.Superior Product- Tanishq
introduced the concept of “consistency in delievering promise”
-Tanishq is known for its ability to develop specialized design
collections.-Offer a totally new perspective to Jewellery buying
especially when it comes to exquisiteoriental jewellery