TITAN INDUSTRIES LIMITED

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Contents

Company Profile
Heritage
Vision and Values
Facts and Figures
Products
Retail Network
Sales
Financial Results
Management
SWOT Analysis
Marketing Strategies
Ad Campaigns

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Company Profile
Titan Industries is the world's fifth largest and India's leading
manufacturer of watches.
The company has manufactured more than a 100 million
watches till date; and has a customer base of over 80 million.
The umbrella brand Titan is one of India's leading watch brands
that brought about a paradigm shift in the Indian watch market,
offering quartz technology with international styling.
Titan Industries has also made its foray into eyewear, launching
Fastrack eyewear and sunglasses, as well as prescription
eyewear.
The organization has leveraged its manufacturing competencies
and branched into precision engineering products and machine
building.

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Heritage
Flashback

Tata Group conceived an idea to conquer the Watch Industry. Titan

Watches sprang into being with the signing of a joint venture of Tata
Industries with the Tamil Nadu Industrial Development Corporation
(TIDCO) in June of 1984. From that point on it has been full steam
ahead.

The TATA group has achieved many Firsts for India

 First private sector Steel mill

 First private sector Power utility
 First luxury hotel (Taj)
 First Airline (now Air India)
 The World’s least expensive car (Tata Nano)
 India’s largest software company (TCS)
 India’s largest watch & jewellery manufacturer (Titan)

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Vision and Values
Vision

To be a world-class, innovative and progressive organization and to build

India’s most desirable brands.

Values

Total customer orientation-Customers take precedence over all else, always.

Employee appreciation  - We value and respect Titanians and endeavour to
fulfill their needs and aspirations.
Performance culture and teamwork   - At Titan Industries, high performance
is but a way of life and is nurtured by teamwork.
Creativity and Innovation   - Driven by innovation and creativity, we focus on
smarter approaches and newer technologies.
Passion for excellence   In all our pursuits, we ceaselessly strive for excellence.
Corporate Citizenship  - We ensure that a part of our resources is invested in
environment and community betterment.     

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Facts and Figures
 Titan is the world’s fifth largest, integrated manufacturer-brand for
watches.
 Commencing production in 1986-87, the Company is today the
leader in the Watch & Jewellery businesses in India
 First & largest player in the branded Jewellery segment
(Tanishq)
 >60% share of the organized watch market
 Over 90 million watches sold across 30 countries, cumulatively
manufacturing facilities
 Main Watch & Jewellery plants in Hosur near Bangalore
(India’s “Silicon Plateau”)
 Watch assembly plants at Dehradun, Baddi, and Roorkee.
 ECB plant in Goa; Jewellery-making facility at Dehradun
 Investment of US$150 million in 450,000 sq.ft. state-of-the-art
manufacturing facilities.
 Owned by Tata: 25.17% and TIDCO: 27.88%
 Professionally managed by TATA group & an independent Board

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Products

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Retail Network
Extensive Retail Network

 115 Tanishq stores

 300 World of Titan stores
 29 Goldplus stores
 2 Zoya stores
 1 Helios store
 4 Fastrack Kiosks
 7 Fastrack stores
 10 Sonata stores
 85 Titan Eye+ stores

Accounts for Rs 4600 crores of

annual sales

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Distribution of Sales
TITAN INDUSTRIES LTD.            
   
Product Name Year Month Sales UOM Sales Product
Quantity Value Mix
          (Crores)  

Jewellery 2009 12 1364813 Pieces 2,265.03 57.92

Watches 2009 12 9693922 Numbers 889.99 22.75
Gold Coins 2009 12 771953 Numbers 491.3 12.56
Accessories 2009 12 0   73.14 1.87
Sunglasses (Traded) 2009 12 853597 Numbers 64.85 1.65
Gold 2009 12 0   49.29 1.26
Machine 2009 12 114 Numbers 42.8 1.09
Precious Stones 2009 12 0   15.68 0.4
Components 2009 12 0   5.93 0.15
Scrap 2009 12 0   5.76 0.14
Clocks 2009 12 74856 Numbers 4.15 0.1
Service Income 2009 12 0   2.54 0.06
Service Income 2009 12 0   2.54 0.06

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Net Sales

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Financial Results
Growth
Upto
58%

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 Management Hierarchy
Bhaskar Bhat
Managing and Executive Director

S Ravi Kant
Kailasanathan N
Harish Bhat CK Venkataraman COO - Eyewear Business
COO – Precision
COO - Time Products Division COO - Jewellery Division & Sr. V P Corporate
Engineering Division
Communications

H G Raghunath L R Natarajan
S Ramadoss Ramesh C S
Chief Manufacturing Officer, Chief Manufacturing Officer,
Chief Human Resources Officer IT - Head
Watches Jewellery

Ajoy Chawla Sandeep Kulhalli

C Srinivasan V Govindraj
VP and
VP - Sonata, Institutional Sales VP - Retail & Marketing,
Global Business Head – VP - Integrated Retail Services
& Customer Service Tanishq
Titan & Retail

Ronnie Talati A R Rajaram

VP and Business Head – Fastrack Head – Legal & Company
& New Brands Secretary

The company has Decentralized organizational structure

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SWOT Analysis
STRENGTHS

 The brand name itself.

 Largest player with excellent brand presence

 Attractive pricing power for urban and semi urban segment.

 Wide range of products

 Innovation is a way of thinking at Titan Industries

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SWOT Analysis
WEAKNESSES

 Lower emphasis on growing affluent class–now being

addressed through Xylys

 As the company is Indian based which leads it to the strength,

where as it is the weakness also because the company not
sufficiently globalized.

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SWOT Analysis
OPPORTUNITIES

 Low Penetration - India is an under-penetrated market for

watches only 27 % of Indians own a watch

 The global market for precision engineering products

addressable by Titan is Rs.135,000 cr.

 Growing demand of Eyewear due to urbanization, literacy,

penetration of TV & computers, Poor eye health due to
lifestyles, improper diet, etc.

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SWOT Analysis
THREATS

 Competitors: Imports and global brands are saturating mid &

premium category

 Premium segment: As in premium segment Titan is getting

threats from reputed international brand such as Espirit, Swatch
and Citizen.

 Mobile: With increase in the usage of cell phone, the demand

for wristwatches are decreasing as the mobiles solves the
puporse of checking the time.

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Marketing Strategy
The marketing strategies basically include the 4 P’s
 Price
Competitive pricing

 Product
Providing the best quality products

 Promotion
Marketing pricing, Creative advertising and Promotion
on occasions

 Place
Extensive retail network across all parts of the
country (urban and rural)

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Ad Campaigns

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 Thank You
Ajaz Hardik Sameer

Ashish Pritam Vijay

Deepak Shailendra Vishal

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