Case Study

Theme: Unearthing Titan’s X Factor

Context:

Titan is a conglomerate of well-known brands created & nurtured through a well-honed strategy
of identifying & entering under-penetrated and unorganized product segments of the Indian
market, and providing quality products with excellent craftsmanship & inherent trust of the Tata
name. Incorporated in 1984, Titan has since grown from a watch brand to one of India's leading
personal lifestyle companies. Be it Titan Watches, Tanishq, Titan Eyeplus, Skinn or Taneira, Titan
products are a household name today.

Each of our brands have their own story, own customer segments & customer profiles and a
unique brand identity distinct from the organization’s identity.
 Our Jewelry division has four brands Tanishq, Zoya, Mia and Caratlane. Tanishq - A Tata
Product is India’s fastest growing jewelry brand and is a name which signifies superior
craftsmanship, exclusive designs and superlative product quality. In 2016 we launched our
sub-brand Rivaah to cater to the needs of the wedding customer. Zoya - A Tata Product has
carved a niche for itself in the world of haute joaillerie or high jewels, with a reputation for
unique inspiration, superlative design, finest materials, and outstanding craftsmanship.
CaratLane - A Tanishq Partner is an omni-channel brand which makes contemporary jewelry
that is affordable, accessible and forever wearable. Mia by Tanishq is for the modern
woman who looks to jewellery to express herself. The charming collections are elegant and
exciting, powerful and playful, trendy and tasteful, and fine as much as they are fun.

 Watches, Titan’s oldest business has multiple brands targeted at different customer target
groups. The Titan brand architecture comprises of several collections and sub-brands, each

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 of which is a leader in its own space. There’s Titan Edge, one of the world's slimmest watch,
Titan Raga – Made for the bold and beautiful woman of today, Nebula - crafted with solid
18k gold and precious stones, Sonata – combines style, functionality and affordability.
Several other popular collections like Purple, Automatic, Octane and Zoop also form a part
of the Titan portfolio. Fastrack has emerged to be the voice of the youth- pioneering trends
and creating new norms. In communication and design, it is fun, edgy, quirky and
effortlessly cool. Smart Watches and Wearables are the latest addition to the portfolio
positioned to enhance Titan’s image. Accessories is a growing part of the portfolio, with a
modern, trendy product assortment aimed at the youth.
 Titan EyePlus offers Indian consumers a world-class optical retail experience through
products which showcase the best in contemporary design & style, coupled with optical
expertise guaranteed.
 Taneira – Sarees, Handmade with Love offers close to 3,000 sarees in each store from over
50 regions in India. Designs are handpicked & collections are curated, promising exclusivity
and a refined sense of style. Leaning on Titan’s strengths in the arena of design and self-
expression, Taneira is targeted at the rooted yet progressive Indian woman.
 Skinn by Titan – the Fragrances range is designed in-house and created by world renowned
Master Perfumers pitched to add to the sensual appeal of the wearer subtly.

After winning over the hearts of consumers in the country and becoming a household name
across, Titan is now geared up to fulfill its vision of becoming a time-keeper for the world. Titan is
taking big strides towards becoming a global brand, with budding presence across regions like
Middle East, South East Asia, Africa, SAARC, and the USA.

Each of these brands caters to a different customer segment and chooses to be associated with
the heritage that helps the brand.

You can learn more about each brand & sun-brand of Titan and their unique identity here -
https://www.titancompany.in/our-brands/watches-accessories/titan.

While our products have created a unique identity in the Indian consumer market, there is much
more that Titan as an organization offers to the ecosystem. Titan Company's community initiatives
are committed to build partnership for social development, focus on sustainable initiatives and
improve the quality of life of the communities where the initiatives operate.
 Titan’s Volunteering Policy is an invite to all Titanians to participate and be a part of the
several social projects that the company engages in through Corporate Social
Responsibility initiatives and further the spirit of volunteerism in the company.
 Titan Township: A sustainable community in Hosur (Tamil Nadu), that provides housing to
1300 residents collaborating with NGOs MCA and Ashraya.
 Karigar Park/Centres: A social entrepreneurship project which houses jewellery karigars in
over 14 parks / centres, wherein the company provides the equipment, material and
training and karigars use their skill sets in producing jewellery of the highest standards and
design. The company ensures the best working conditions and safety practices are

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 followed in the manufacturing process. The Karigar centres also provide the karigars with
boarding, lodging, recreation and gymnasium facilities. Currently about 1400 karigars have
benefitted from this.
 Titan Kanya - Educating the Girl Child: A pan-India programme to empower the girl child by
ensuring that she completes her primary education upto class X. About 5000 girls have
benefited from this programme.
 Skill Building - For a long time now, Titan has been contributing to the skill development of
youth through various initiatives. Apart from by running a three-year fitter course at the
Basic Training Center (BTC) in the Watches Plant at Hosur and the Jewels and Precious
Metal Worker (JPMW) course at the Jewellery plant at Hosur, we’ve launched several short
term, employment linked training programmes. Our mission is simple: empower the
underprivileged youth across urban, rural and tribal areas with skills that will enable them
with gainful employment.
 Design Impact Awards - Open to innovators across India, Titan aims to identify and mentor
product design innovators who would like to upscale their products’ reach to a larger
community. The programme also recognizes grassroots innovators, particularly who have
been able to design creative product solutions for contextual problems at hand, using
whatever means available.
For more on Titan’s Social Identity, visit https://www.titancompany.in/csr.

With stores across 200+ cities, 26 states, 3 Union Territories and a total retail area of 13,95,712 sq
ft., Titan Company has one of the largest retail footprints in India. Titan’s products are retailed
through company stores as well as franchisee stores. In-fact 80% of our retail base is managed by
Franchisee partners & Management Agents. In addition to frontline partners, Titan engages with
Vendor Partners & Agencies across the value-chain; in our manufacturing & sourcing processes,
design, marketing and, after-sales services. In all, Business Associates are a big part of our eco-
system. It is hence a critical capability to attract, develop and retain the right partners who ‘get’
the consumer sentiment and understand Titan the retail & marketing organization, Titan the
manufacturing excellence and Titan the Tata organization.

In addition to this, Titan has another facet to it, that of becoming an Employer of Choice. We are
committed to fostering an environment that facilitates employee well-being, safeguards employee
rights, and promotes growth. Our people strategy is built on the cultural tenets of driving a
performance culture while maintaining unconditional positive regard for people. Our endeavor is
to become and stay the Employer of Choice for our current & prospective employees through the
employee experience that we provide across touch points like policies, benefits, facilities, career
opportunities & learning inputs.

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Opportunity:

How do we create a brand Titan that encompasses the above mentioned facets of the organization
Titan and yet stands independent of the individual product/ social/ employer brand?
How do we make Titan a Company of Choice for Titanians, potential employees, business
associates, consumers and the society?

We have broken down the opportunity into a couple of specific areas briefly described below. You
can pick one or more of the areas. Please feel free to explore beyond these areas as well.

1. Talent Attraction: Titan’s employee segments include Manufacturing, Retail and

Knowledge workers. Titan has multiple cadre programs through which we infuse fresh
talent and build our resource pipeline across verticals, for e.g. the Management Trainee
program for young & mid-level general management roles, Graduate Engineering Trainee
program for manufacturing & supply-chain roles, Diploma Trainee program for technical
roles in Manufacturing. We also hire directly from Design schools for our Design and Visual
Merchandising functions. Each program equips the incumbents with developmental tools
for them to successfully take on corporate roles. We offer a multitude of opportunities for
people to experience roles beyond their core functional areas through our internal mobility
process and cross-functional project participation. At the same time, a large part of
Titanians have been with the organization for 20 plus years. We have a perception of being
a corporate cosmos that appeals to mid to older generational workforce. We believe there
is an opportunity for us to refresh our image & Employer Brand in a way that we make
ourselves more attractive to a much younger workforce. How can we effectively attract
the younger Gen-Z potential workforce while maintaining a consistent Value Proposition?

2. Beyond the Corporate Brand: How can we integrate Titan’s Social brand identity with the
Corporate Brand seamlessly and without diluting our Social Responsibility and more
importantly, how do leverage this identity to connect with our consumers, prospective
employees and business partners? Additionally, we also believe, there is potential for Titan
to create a Corporate Brand to transition beyond its product brands while preserving the
individual Brand Identities.

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Thought starters:

Leveraging E-Media: Titan has its own corporate website as well as an e-commerce website. Titan
products are retailed through most of the popular sites of e-commerce giants as well. Beyond this,is
there an unpenetrated opportunity in the e-media (e-commerce, social media or both) space that
Titan can leverage to build its brand equity especially with the young target audience that is coming
of age?
Leveraging Analytics: How do we leverage data analytics to understand & connect the cross-
sections between the above mentioned target audiences?

Leveraging Middle India: There is possibly an untapped potential to explore beyond the metros and
semi-metros, especially when it comes to creating a Share of Mind in the youth for Titan the brand
as well as Titan the company.

Leveraging the Indian Business Spirit: Is there an opportunity to strengthen and expand our
Business Associates eco-system by engaging the young & aspiring entrepreneurs across the
country?

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