A

INDUSTRIAL ANALYSIS & DESK RESEARCH REPORT

ON
TANSHIQ JEWELLERY ,NASHIK

SUBMITTED TO THE
SAVITRIBAI PHULE PUNE UNIVERSITY
IN THE PARTIAL FULFILMENT OF THE COURSE
MASTER OF BUSINESS ADMINISTRATION

Submitted By
Hrishikesh S Dusane (04)

Under the Guidance

Dr. G.M. Ahire
M.V.P, SAMAJ’S
LOKNETE MALOJIRAO MOGAL INSTITUTE OF MANAGEMENT RESEARCH AND
TECHNOLOGY, NASHIK
(YEAR 2021-2022)

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 ACKNOWLEDGMENT

I have pleasure in successful completion of this work titled: "TANISHQ JEWELLERY."

The special environment at IMRT that always support educational activities facilitated our work on

this project.

I acknowledge the support and encouragement extended for this study by director Dr. D. K.

Mukhedkar.

I am very much thankful to my internal guide Dr. G.M. Ahiare for his encouragement and guidance

for this project work. It would not have been possible for me to complete this work without his

suggestions on every part of this work.

I acknowledge the authors; whose works gave me insight and information related to this subject. We

are thankful to the library staff and administrative staff of the IMRT college who directly or indirectly

have all been helpful in one way or another.

Date: Signature:
Place:

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 DECLARATION BY GUIDE

This is to verify that Mr. Hrishikesh S Dusane has completed the research report of "TANISHQ

JEWELLERY ." under my guidance and supervision and other university for examination under my

supervision. I consider this work the award of degree of MBA-1, in the partial fulfilment submitted

the report as per the norms laid down by "SAVITRIBAI PHULE UNIVERSITY, PUNE. The material

that has been obtained from the other source is duly acknowledged in the report. It is further certified

that the work or its part has not been submitted to any Institute.

Date: Signature:
Place:

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 DECLARATION BY STUDENT

I Mr. Hrishikesh Surendra Dusane declare that this research work on “TANISHQ JEWELLERY’.

In partial fulfilment of MBA-1-degree course "SAVITRIBAI PHULE UNIVERSITY, PUNE is my

own work and submitted by mw under the guidance of Dr.G.M. Ahire I also declare by that the

present research has not submitted by me to any other university for the fulfilment of any

examination.

Date: Signature
Place:

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 INDEX
CHAPTER NO. CONTENTS PAGE NO
1 INTRODUCTION: - 7
1.1 Object of Desk Research 8
1.2 Selection of Organization 9
1.3 Objective of Study 10
1.4 Scope of Study 11
1.5 Rationale of Study 12
1.6 Limitations of Study 13

2 RESEARCH METHODOLOGY: - 14
2.1 Definition, Meaning and Types of Research 15
2.2 Sampling Methods 17
2.3 Sources of Data 23
2.4 Research Design 29

3 COMPANY PROFILE: - 30
3.1 History, Milestone of an organization 31
3.2 Organizational Structure / Departmental Structure /Chart 40
3.3 Product and Services of Organization 45

4 LITERATURE REVIEW: - 46
4.1 Topic under study, its utility 47
4.2 Various Management Practices And its Applications 50
4.3 Functions of Management and its Importance

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5 ANALYSIS & INTERPRETATION OF DATA: - 65
5.1 Presentation of Information in Tabular Form 66
5.2 Various processes, activities or functions of Organization 68
5.3 SWOT Analysis 77
5.4 Comparative analysis of an organization with others 80
5.5 Future Plan and Action of organization 81

CONCLUSION, RECOMMENDATIONS &

6 SUGGESTION: - 82
6.1 Finding of Study 83
6.2 Conclusion of Study 83
6.3 Recommendations & Suggestions 84
AN. BILIOGRAPHY & ANNEXURE 85

TABLE, GRAPHS, FIGURES

TABLE
SR. NO TABLE DESCRIPTION PAGE NO
NO.
1 2.4.1 Research Findings 27

2 5 4.1 S.W.O.T Analysis 75

3 5.4.1 Comparative Analysis 78

4 6.4.1 Reference 84

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 CHAPTER 1
INTRODUCTION

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1.1 OBJECT OF DESK RESEARCH

Desk research is a type of research that can be performed over a desk. In this type of research, a

researcher finds, collects, and reviews the publicly available data about the research topic. In primary

research, the researcher interacts with people and collects data first hand using different primary

research methods.

On the other hand, desk research is conducted by gathering and analyzing information available on

public platforms such as internet forms, newspaper articles, magazines, market intelligence,

government reports, databases, statistics, and data sets.

The desk research is also popularly known as secondary research, as in this research, the data for the

analysis is not collected by involving participants. But the previously existed data is gathered and

studied. The researcher conducts research sitting behind his or her desk by collecting the previously

existing data.

1.2 SELECTION OF THE ORGANIZATION

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Topic selection is one of the important aspects of our desk research. The industry selected should be

such that helps in understanding the various concepts clearly. As it was decided the course of action,

to be followed. Topic selected should be such that it helps in understanding the excise concepts

clearly.

This topic is being selected for various reasons. TANSHIQ JEWELLERY. offers not just but careers,

employees from shop floor workers to manager receives regular orientation course and technology,

finance and human relations. Owing the contribution of hard work for our experienced professionals,

company has been able to achieve heights of success credibility among our value costumer, honest

company policies and transparent billing are few factors. Which make company reputed name in the

industry. Company always makes sure to offer the esteem customer with premium quality product to

attain maximum customer satisfaction.

Selection of the organization is the crucial point where we must select the organization of research.

The organization selected by us is SWADESHI OIL. For getting the knowledge how organization

works.

Hence researcher has selected the TANISHQ JEWELLERY. for research study.

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1.3 OBJECTIVES OF THE STUDY.

• To study the concepts, meaning of management and its importance.

• To study the strategic intense, mission, vision and objective of TANSHIQ JEWELLERY.

• To study the various product and services of TANSHIQ JEWELLERY.

• To study the organizational / departmental structure of a TANSHIQ JEWELLERY.

• To study various practices, concern with Marketing, Finance, and HR, Operations, and Supply

Chain management of TANSHIQ JEWELLERY.

• To make comparative analysis of TANSHIQ JEWELLERY.

• To access SWOT analysis of TANSHIQ JEWELLERY. and describe its future plan and actions.

• Analysis of data and suggest the remedial measure.

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1.4 SCOPE OF THE STUDY

While conducting desk research it was required to set the scope of our study. This study was

conducted within. The necessary data is been collected by interacting with Top management in

TANSHIQ JEWELLERS.

Through the study company can know about its growth. This study will also help to the company to

know about their new concept position in the market. This study will also help to the company to

know about its promotional activities. Through this study company will know about the availability of

its product in the market.

This study will help us and the organization, to know the different strategies and current market

scenario and to understand the actual working and analysis of the Organization.

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1.5 RATIONALE OF THE STUDY

Rational means fundamental reason or logical base. So, in brief, rational of the study means who will

get benefited from this project or study. So, benefit to student & also the society.

The industrial research is important as it give insight knowledge of organization. Right from various

position to the actual working and ever thing can be studied in organization. This research also helps

in applying the bookish knowledge about various principal and practices in organization to actual

sense.

The report contains analyses of TANSHIQ Company's business strategy, leadership and

organizational structure and its marketing strategy. The report also discusses the issues of corporate

social responsibility.

Hence this research is basically a link between the class room teaching and industrial working. Also,

this research will help in conducting summer internship project.

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1.6 LIMITATION OF THE STUDY

• The data published on internet can become outdated very quickly due to the pace of changes within
in industry.

• Time consuming in case spend hours searching for specific details as useful data on internet is

limited.

• Lack of time is the basic limitation of the project.

• Lack of available of reliable data.

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 CHAPTER 2
RESEARCH METHODLOGY

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2.1 MEANING AND TYPES OF RESEARCH

MEANING: -

Research is considered to be more formal systematic & intensive process of carrying on a scientific

method of analysis. Research methodology is a way of systematically solve the research to know not

only the research method but also methodology.

Data collection is an important step in methodology of any project & success of any project will be

largely depend upon how much accurate you will be able to collect.

TYPES OF RESEARCH

1.EXPLORATORY RESEARCH: -

Exploratory research designs are flexible & unstructured designs. The purpose of exploratory research

is to explore the phenomena & obtain clarity about it. It usually involves qualitative investigation. It is

useful when the researcher does not have to clear idea about the research work. Through exploration

the researcher develops the concepts more clearly, establish policies, develop operational definitions

& improve the final research design. Sometimes the topic of research may be so new or vague that the

researcher needs to conduct exploration just to learn about the phenomena.

2. DESCRIPTIVE RESEARCH

The research carried out in descriptive design is more structured & formal in nature. The objective of

this type research is to provide a comprehensive & detailed explanation of phenomena. It is a fact

finding with adequate interpretation. It may be guided by a research hypothesis. It is concerned with

the frequency of an occurrence or with some general prediction. These studies focus on what, where,

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when, who & how of research. It is a framework used for conclusive research. It lacks the precision &

accuracy of experimental designs, yet it can be used in wide application in social & business research.

3. ANALYTICAL RESEARCH

Analytical research has to use facts or information already available and analyze these to make a

critical evaluation of the material.

4. APPLIED RESEARCH

Applied research aims at finding solution for an immediate problem facing a society or an

organization. The certain aim of applied research is to research is to discover a solution for some

pressing practical problem.

5. FUNDAMENTAL RESEARCH

It is mainly concerned with generalization and with the formulation of a theory. Basic research is

directed towards finding information that has abroad base of application and adds to the already

existing organized of scientific knowledge.

6. CONCEPTUAL RESEARCH

Conceptual research is that related to some abstract ideas or theory. Philosophers and thinkers to

develop new concept or to reinterpret existing once generally use it.

7.EMPIRICAL RESEARCH

Empirical research relies on experience or observation alone, often without due regard for system and

theory. It is database research, coming up with conclusions, which are capable of being verified, by

observation or experiment.
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2.2 SAMPLING DESIGN

SAMPLING: Sampling is the process of the selecting representative from population, studying it

drawing conclusions about population itself.

TYPES OF SAMPLING:

1) PROBABILITY SAMPLING:

Probability sampling is defined as a sampling technique in which the researcher chooses samples

from a larger population using a method based on the theory of probability. For a participant to be

considered as a probability sample, he/she must be selected using a random selection.

TYPES OF PROBABILITY SAMPLING

SIMPLE RANDOM SAMPLING

As the name suggests, is an entirely random method of selecting the sample. This sampling method is

as easy as assigning numbers to the individuals (sample) and then randomly choosing from those

numbers through an automated process. Finally, the numbers that are chosen are the members that are

included in the sample.

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STRATIFIED RANDOM SAMPLING

Stratified random sampling involves a method where the researcher divides a more extensive

population into smaller groups that usually don’t overlap but represent the entire population. While

sampling, organize these groups and then draw a sample from each group separately.

RANDOM CLUSTER SAMPLING

Random cluster sampling is a way to select participants randomly that are spread out geographically.

For example, if you wanted to choose 100 participants from the entire population of the U.S., it is

likely impossible to get a complete list of everyone. Instead, the researcher randomly selects areas

(i.e., cities or counties) and randomly selects from within those boundaries.

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SYSTEMATIC SAMPLING

Systematic sampling is when you choose every “nth” individual to be a part of the sample. For

example, you can select every 5th person to be in the sample. Systematic sampling is an extended

implementation of the same old probability technique in which each member of the group is selected

at regular periods to form a sample. There’s an equal opportunity for every member of a population to

be selected using this sampling technique.

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2) NON – PROBABILITY SAMPLING:

Non-probability sampling is defined as a sampling technique in which the researcher selects

samples based on the subjective judgment of the researcher rather than random selection. It is

a less stringent method. This sampling method depends heavily on the expertise of the

researchers. It is carried out by observation, and researchers use it widely for qualitative

research..

TYPES OF NON-PROBABILITY SAMPLING

Here are the types of non-probability sampling methods:

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 CONVENIENCE SAMPLING:

Convenience sampling is a non-probability sampling technique where samples are selected from the

population only because they are conveniently available to the researcher. Researchers choose these

samples just because they are easy to recruit, and the researcher did not consider selecting a sample

that represents the entire population.

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 Ideally, in research, it is good to test a sample that represents the population. But, in some research,

the population is too large to examine and consider the entire population. It is one of the reasons why

researchers rely on convenience sampling, which is the most common non-probability sampling

method, because of its speed, cost-effectiveness, and ease of availability of the sample.

 CONSECUTIVE SAMPLING:

This non-probability sampling method is very similar to convenience sampling, with a slight

variation. Here, the researcher picks a single person or a group of a sample, conducts research over a

period, analyzes the results, and then moves on to another subject or group if needed. Consecutive

sampling technique gives the researcher a chance to work with many topics and fine-tune his/her

research by collecting results that have vital insights.

 QUOTA SAMPLING:

Hypothetically consider, a researcher wants to study the career goals of male and female employees in

an organization. There are 500 employees in the organization, also known as the population. To

understand better about a population, the researcher will need only a sample, not the entire population.

Further, the researcher is interested in particular strata within the population. Here is where quota

sampling helps in dividing the population into strata or groups.

 JUDGMENTAL OR PURPOSIVE SAMPLING:

In the judgmental sampling method, researchers select the samples based purely on the researcher’s

knowledge and credibility. In other words, researchers choose only those people who they deem fit to

participate in the research study. Judgmental or purposive sampling is not a scientific method of

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 sampling, and the downside to this sampling technique is that the preconceived notions of a researcher

can influence the results. Thus, this research technique involves a high amount of ambiguity.

 SNOWBALL SAMPLING:

Snowball sampling helps researchers find a sample when they are difficult to locate. Researchers use

this technique when the sample size is small and not easily available. This sampling system works

like the referral program. Once the researchers find suitable subjects, he asks them for assistance to

seek similar subjects to form a considerably good size sample.

2.3 SOURCES OF DATA:

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The data collected for the project was in the form of written as well as verbal information regarding

them an accounting ratio analysis by the company. Because the rear different source of collecting

data.

Fig. No. 2.3.1 Source of Data

1. PRIMARY DATA:

The primary data are those, which are collected a fresh and for the first time, and thus happen to be

original in character. It is original and firsthand data, which is collected by the investigator himself for

the purpose of a specific inquiry or study and it, is generated by survey conducted by individual or

research institution or any organization. For the completion of this project following methods are

used:

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  Survey method

The Survey method is the technique of gathering data by asking questions to people who are thought to

have desired information. A formal list of questionnaires is prepared. Generally, a non-disguised

approach is used. The respondents are asked questions on their demographic interest opinion.

 Observation method

The observation method is described as a method to observe and describe the behavior of a subject. As

the name suggests, it is a way of collecting relevant information and data by observing.

2. SECONDARY DATA:

The secondary data are those, which have already been collected by someone else and which have

already been passed through the statistical process.

These are several methods of collection secondary data. These are as follows:

 Articles

 Magazines

 Internet source

 Reference books

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2.4 RESEARCH DESIGN -

The main objective of any data analysis is to convert data into information.

A) Research Design

A Detailed outline of how an investigation will take place. A research design will typically

include how data is to be collected, what instruments will be employed, how the instruments will

be used and the intended means for analyzing data collected.

B) PROCESS OF RESEARCH DESIGN

Locating and
Designing Interpreting Reporting
defining Collecting
the research data research
issues of data
project research findings
problems

Step 1- Locating and defining issues or problems.

This step focuses on uncovering the nature and boundaries of a situation or question related to

marketing strategy or implementation. In defining the issues or problems, the researcher should

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consider the purpose of the study, the relevant background information, what information is needed,

and how it will be used in decision making.

Step 2 – Designing the Research Project

The step is focused on created a research plan or overall Approach on how you are going to solve the

issue or problem identified. A research plan or approach is a framework or blueprint for conducting

the marketing research project. It details the procedures necessary for obtaining there required

information, and its purpose is to design a study that will test the hypothesis of interest, determine

possible answers to the research questions, and provide the information needed for decision making.

RESEARCH DESIGN INVOLVES THE FOLLOWING STEPS:

1) Secondary data analysis

2) Qualitative research

3) Methods of collecting quantitative data (survey, observation, experimentation)

4) Definition of the Information needed

5) Measurement and scaling per coendures

6) Questionnaire design

7) Sampling process and sample size

8) Plan of data analysis

Step 3- Collecting data

This step revolved round obtaining the Information that you will need to solve the issue or problem

identified. Data collection involves a field force or staff operates either in the field, as in the case of

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personal interviewing (in – home, mail intercept, or computer- assisted telephone interviewing), from

an office by telephone or computer – assisted telephone interviewing), or through mail (traditional

mail and mail panel surveys with pre- recruited households).

Step 4 – Interpreting Research Data

Interpreting research data: This step is focuses on examining the data and coming up with a

conclusion that solves the problem.

Step 5 – Report Research Findings

The final step is to report their search findings to those who need the data or make decision.

RESEARCH DESIGN TABLE:

Table: 2… RESEARCH DESIGN TABLE

Types of research: Descriptive

Sample unit TANSHIQ JEWELLERS

Primary data Secondary data

Sources of collecting data Observation Articles

Survey Magazines
Discussion Internet sources

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 Reference books, Website

CHAPTER 3

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 PROFILE OF THE
ORGANIZATION
3.1 HISTORY AND MILESTONE OF THE ORGANIZATION

Tanishq is India‟s largest, most desirable and fastest growing jewellery brand in India. Started

in 1995, Tanishq is the jewellery business group of Titan Industry Limited. Promoted by the Tata

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group., India‟s most respected And widely diversified business conglomerate. This year marks a

decade of successful innings for Tanisha. With a retail sales of 1200 crores last year and gunning for

2000 crores this year, Tanishq has arrived in the Indian jewelry market. It is a story of a successful

Indian enterprise, which has delivered value to its customers 10 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 the jewelry crafts of India. Jewelry at Tanishq

is crafted in one of the world‟s most modern factories. The factory complies with all labour and

environmental standards. Located at Hosur, Tamil Nadu, the 1,35,000 sq. 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

by any other jeweller in the country. Tanishq challenged the age old jeweller‟s word with TATA's

guaranteed purity. It exploded the market with facts about rampant impurity across India. It

introduced technology backed challenge in a category completely governed by individual trust.

Tanishq introduced innovations like Karatmeter, the only destructive means to check the purity of

gold. 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 jewelry they are

buying as well as select from the best jewelry collections available in the Indian market. 11 Tanishq

today is India‟s most aspirational fine jewelry brand with 91 stores in 64 cities, with an exquisite

range of gold jewelry studded with diamonds or coloured gems and a wide range of equally

spectacular jewelry in 22kt pure gold. Exquisite platinum jewelry is also part of the product range.

Jewellery is one of the last great commodity frontiers in India; it has remained so

because this market is very fragmented, very unorganized. Tanishq has

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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.

– RAUT TUSHAR , CEO , Tanishq.

In a market that has traditionally been dominated by family jeweler‟s, it took the entry of

Tanishq. India‟s largest, most desirable and fastest growing jeweler brand from the house of Titan in

1995, to give Indians access to a product whose promise was truly as good as gold. 12 Tanishq's

appeal lies in the wealth of its designs and purity of gold. It has won the trust and admiration of

customers and created a unique position for itself in the marketplace. The association with Bollywood

blockbusters likes Paheli and Jodha Akbar and the 2003 Miss India beauty pagent have enhanced the

brand‟s appeal, lending it an aura of elegance and grandeur. Tanishq stands out as a brand that abides

by values of Trust worthiness, credibility and respect. The power of Brand was further enhanced with

the introduction of karatmeters a tool that helped customers gauge the quality of their gold in every

Tanishq outlet. By introducing revolutionary, innovative designs in a market that worships tradition,

the brand created it‟s own tradition of retail success. Yet Tanishq is more than just a jewellery

retailer. It stands for reassurances of quality and ethics.

TAN + ISHQ = BODY + LOVE

The essence of this name is derived from the Urdu language, a Persian Arabic from of dialect. 13 The

reason behind electing this unique name for this company is the fact that women and men alike had

realized the magnificence of the human anatomy since time immemorial. Beautifying the human body

was a primary part of the daily routine, which took several hours of intense care. Though today things

have changed drastically, and time very precious to one and all, nonetheless beauty remains a primary
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concern in the day to day activities of every man and women. Consequently the name Tanishq is

synonymous to love for your body where Tan signifies the body and ishq signifies love.

CHAIRMAN

Manager

PRODUCT Accounts
Workshop
Designer Head

WORKERS

3.2 ORGANIZATION STRUCTURE

Organizational structure (OS) is the systematic arrangement of human resources in an organization so

as to achieve common business objectives. It outlines the roles and responsibilities of every member

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of the organization so that work and information flow seamlessly, ensuring the smooth functioning of

an organization.

CHART.3.2.: Organization structure

3.3 PRODUCTS AND SERVICES

1.TANISHQ DIAMONDS

The sparkle of diamonds has always attracted the human eye. Finding your perfect piece of

diamond jewelry is an exhilarating and unique experience. As with any significant purchase,

it is important that you make an educated decision.

Cut and crafted with utmost care, Tanishq diamonds come with a certificate of authenticity,

stating the cartage, court and clarity of the stone, to enable you to know exactly what you are

paying for.

No gemstone expresses human emotions more powerfully than a diamond and Tanishq transforms

these precious stones into breathtaking masterpieces, each unique and splendid in design. When it

comes to diamonds at Tanishq you will be spoilt for choice from many collections we have to offer.

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35
2.TANISHQ GOLD
From the traditional harams, mangalsutras and thali to the more fashionable earrings, chains

bracelets and rings, 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

investment. However, it has been observed that consumer is an easy target to several

malpractices like under karatage, under valuation of the gold sold and unfair buy back policies

due to the lack of awareness about these issues.Tanishq propagates ethical practices not only by

assuring the customer purity and selling policies, but also fair policies to the karigar who craft

the jewelry.

Tanishq's designs in pure 22k gold are not only unique, expressing the wearers individuality but

each piece is subject to the intricate process of design, crafting and stone setting with stringent

quality standards at every point. At Tanishq, we cater to every occasion. Our collections in gold

abound from the grandiose wedding collection to exotic kundan and polki, from the stunning

Aarka collections to the exclusive Nakashi work. We ensure that we have something for

everyone with our baby range, 9 to 5 for the working woman and high fashion, mens wear,

teens collection and regional specific designs.

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3.TANISHQ PLATINUM

Metal at its best.

PURE
Platinum's purity endows it with a brilliant white luster. This helps to reflect the true radiance of

diamonds. Because it is generally 95% pure (18 karat gold is 75% pure) , platinum jewellery does

not fade or tarnish and keeps it‟s looks for a lifetime.

RARE

Platinum is rare, the coveted treasure of discerning individuals. There is very little platinum on this

earth and it is found in very few places around the world. This exquisite metal is 30 times rares

than gold. Platinum‟s rarity makes it exclusive and distinctive – a celebration of your individuality

ETERNAL

ETERNAL Platinum jewellery is the perfect choice for a lifetime of everyday wear. Platinum does

not wear away and holds precious stone firmly and securely. All precious metals can scratch, and

platinum is no exception. However, the scratch on a platinum piece is merely a displacement of the

metal and none of its volume is lost

Some of the world‟s most famous gems are set in platinum, such as the Kohinoor diamond, part of

the british crown jewels.

Platinum and white Gold are distinctly different materials and must not be confused. Platinum is a

metallic element while White Gold alloy, which gets its White Colour due to palladium or nickel.

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Tanishq's platinum represents excellent value for money. The price may be higher than a similar

item in gold but platinum is pure, rare, enduring, beautiful, luxurious, classic, and the perfect host

for diamonds; previous qualities that make it worth paying that little bit extra for.

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THE COLLECTION:
THE DIAMOND COLLECTION
No gemstone expresses human emotions more powerfully than a diamond after all, a diamond is

timeless and finding your perfect piece of diamond jewellery is an exhilarating and unique

experience. Cut and crafted with utmost care the diamond collection renders each piece eternal.

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THE WEDDING COLLECTION

The bride blushes; Everyone around smiles; The shenai announces festivity; The priests

chant auspicious promises; she walks demurely; A vision of beauty; Her jewels are exquisite;

Crafted by the best in the land; As pure as the blessings bestowed on her.

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THE ZOYA COLLECTION

Intricacy coupled with the simplicity; The magnificence of history interwoven with linear

contemporary; Secrets of the Pharaoh‟s masked with the mystery of the cosmos; oriental art

embellished with Occidental architecture; nature‟s bounty matched with mans ingenuity.

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.

THE FASHION EARRING COLLECTION

The Fashion earring collection; has a range of over 300 exclusive designs. Keeping in tune

with the raging popularity that earrings currently enjoy, the Tanishq design team has creted the

Fashion earring collection, inspired by the evergreen Jhumkas or Karnaphools and the trendy

Chandelier and delicate Stiletto designs.

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THE KUNDAN AND POLKI COLLECTION
Influenced by the mughal era kundan work requires special craftsmanship and a myriad of

stages, each crafted by a different set of highly skilled karigar. Tanishq as a revitaliser of

tradition brings to life techniques and motifs of the period through our exquisite collections of

Kundan and Polki (uncut diamonds). It is difficult for jewellery to ensure the purity and correct

grammage of the product since it involves so many stages.

However, Tanishq ensures the Karatage and net wt of the product.

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. THE COLOURS OF ROYALTY COLLECTION

Colors of Royalty a range of exquisite studded jewellery, reminiscent of the magical Victorian era.

The collection is inspired by the classic design essence and sensibilities found in the architecture,

fashion, design, drapes and patterns of the Victorian period. Tanishq has Incorporated the

timelessness of these styles into exquisite jewellery designs to present a collection where fashion

and traditiona converge. This line of precious stones and diamond jewellery in 18k from Tanishq

comprises more than 200 pieces and is by far the largest studded collection launched by us. This

exclusive collection was launched at the Ponds Femina Miss India 2006, where the 25 finalists

wore it. The colors of Royalty is a line of exclusive gems and stone studded jewellery that reflects

the grandeur of India‟s rich past represented through the varied meanings associated with colours

in our lives.

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THE MOHAM COLLECTION

The collection comprises designs, motis inspired by nature that have been beautifully crafted to

make them the most desirable possession this season. Mohan is a range of exclusive ruby

studded jewellery that embodies the auspiciousness the color red has in our lives. Rubies have

been associated with prosperity, passion and have been the most coveted gemstone for many

years. It is a must have for a Indian women. This range attempts to strike a balance between

convention and fashion by creating designs suitable for the progressive Indian woman, rooted in

her tradition.

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 CHAPTER 4
LITERATURE REVIEW

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4.1 Topic under Study And it’s Concept Utility

 Gupta C.B and Dr. Nair. N.Rajan - A business is bases on understanding the customer and

providing the kind of products that the customer wants.

 Memoria C.B and Memoria Satish – Customer Satisfaction is the process where by individuals

decide what, when, where, how and from whom to purchase goods and services. Buying

behavior may be viewed as an orderly process here by individual interacts with his

environment for the purpose of making market decision on products and services.

 Nair Suja R. – ‘The success of the firm will be determined by how effective it has been in

meeting the diverse customer needs and wants by treating each customer as unique and

offering products and services to suit his/her needs.’

 Bennett Peter.D. and kassarjian Haroldh – A great deal of research activity in marketing is

design to shed light on the customer decision process.

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4.2 MEANING AND DEFINITION OF MANAGEMENT:

MEANING

Management (or managing) is the administration of an organization, whether it is a business,

a non-profit organization, or a government body. It is the art and science of managing resources of the

business.

Management includes the activities of setting the strategy of an organization and coordinating the

efforts of its employees (or of volunteers) to accomplish its objectives through the application of

available resources, such as financial, natural, technological, and human resources. "Run the

business"[1] and "Change the business" are two concepts that are used in management to differentiate

between the continued delivery of goods or services and adapting of goods or services to meet the

changing needs of customers - see trend. The term "management" may also refer to those people who

manage an organization—managers.

DEFINITION

 Henri Fayol (1841–1925) stated: "to manage is to forecast and to plan, to organize, to command,

to co-ordinate and to control."

 Fredmund Malik (1944–) defines management as "the transformation of resources into utility".

 Management is included as one of the factors of production – along with machines, materials and

money.

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 Ghislaine Deslandes defines management as "a vulnerable force, under pressure to achieve results

and endowed with the triple power of constraint, imitation and imagination, operating on

subjective, interpersonal, institutional and environmental levels".

 Peter Drucker (1909–2005) saw the basic task of management as

twofold: marketing and innovation. Nevertheless, innovation is also linked to marketing (product

innovation is a central strategic marketing issue). Drucker identifies marketing as a key essence

for business success, but management and marketing are generally understood as two different

branches of business administration knowledge.

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4.3 IMPORTANCE OF MANAGEMENT:

1. Achieving goals:

Management helps the organization in achieving its goals. The role of a manager is to provide

common guidance and direction to the individual efforts for the fulfilment of organizational

goals.

2. Increasing the efficiency:

Management helps in increasing the efficiency of the business by increasing productivity

through efficient planning, organizing, controlling and directing.

3. Helps in creating a dynamic organization:

Management helps in providing the required impetus for an organization to transition from

one phase of development to another and also in adjusting to the changing dynamics of the

business environment.

4. Helps in achieving individual objectives:

Management helps in guiding the individuals towards attaining personal objectives, which has

a direct impact on attaining the organizational objectives.

5. Development of society:

By developing the organization, management helps in its growth. A developed organization

has some moral responsibilities towards society and it does so by creating employment

opportunities, providing good quality products and services.

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4.4 HENRY FAYOL 14 PRINCIPAL OF MANAGEMENT:
Henry Fayol, also known as the ‘father of modern management theory’ gave a new perception of the

concept of management. He introduced a general theory that can be applied to all levels of

management and every department. The Fayol theory is practiced by the managers to organize and

regulate the internal activities of an organization. He concentrated on accomplishing managerial

efficiency.

The fourteen principles of management created by Henri Fayol are explained below.

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1. Division of Work- Henri believed that segregating work in the workforce amongst the worker will

enhance the quality of the product. Similarly, he also concluded that the division of work improves

the productivity, efficiency, accuracy and speed of the workers. This principle is appropriate for both

the managerial as well as a technical work level.

2. Authority and Responsibility- These are the two key aspects of management. Authority facilitates

the management to work efficiently, and responsibility makes them responsible for the work done

under their guidance or leadership.

3. Discipline- Without discipline, nothing can be accomplished. It is the core value for any project or

any management. Good performance and sensible interrelation make the management job easy and

comprehensive. Employees good behavior also helps them smoothly build and progress in their

professional careers.

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4. Unity of Command- This means an employee should have only one boss and follow his command.

If an employee has to follow more than one boss, there begins a conflict of interest and can create

confusion.

5. Unity of Direction-Whoever is engaged in the same activity should have a unified goal. This

means all the person working in a company should have one goal and motive which will make the

work easier and achieve the set goal easily.

6. Subordination of Individual Interest- This indicates a company should work unitedly towards the

interest of a company rather than personal interest. Be subordinate to the purposes of an organization.

This refers to the whole chain of command in a company.

7. Remuneration-This plays an important role in motivating the workers of a company.

Remuneration can be monetary or non-monetary. However, it should be according to an individual’s

efforts they have made.

8. Centralization- In any company, the management or any authority responsible for the decision-

making process should be neutral. However, this depends on the size of an organization. Henri Fayol

stressed on the point that there should be a balance between the hierarchy and division of power.

9. Scalar Chain- Fayol on this principle highlights that the hierarchy steps should be from the top to

the lowest. This is necessary so that every employee knows their immediate senior also they should be

able to contact any, if needed.

10. Order- A company should maintain a well-defined work order to have a favorable work culture.

The positive atmosphere in the workplace will boost more positive productivity.

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11. Equity- All employees should be treated equally and respectfully. It’s the responsibility of a

manager that no employees face discrimination.

12. Stability- An employee delivers the best if they feel secure in their job. It is the duty of the

management to offer job security to their employees.

13. Initiative- The management should support and encourage the employees to take initiatives in an

organization. It will help them to increase their interest and make then worth.

14. Esprit de Corps- It is the responsibility of the management to motivate their employees and be

supportive of each other regularly. Developing trust and mutual understanding will lead to a positive

outcome and work environment.

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4.4.1. FUNCTIONS OF MANAGEMENT:

Fig 4.4.1. Functions of management

1. Planning: When you think of planning in a management role, think about it as the process of

choosing appropriate goals and actions to pursue and then determining what strategies to use, what

actions to take, and deciding what resources are needed to achieve the goals.

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2. Organizing: This process of establishing worker relationships allows workers to work together to

achieve their organizational goals.

3. Leading: This function involves articulating a vision, energizing employees, inspiring and

motivating people using vision, influence, persuasion, and effective communication skills.

4. Staffing: Recruiting and selecting employees for positions within the company (within teams and

departments).

5. Controlling: Evaluate how well you are achieving your goals, improving performance, taking

actions. Put processes in place to help you establish standards, so you can measure, compare, and

make decisions.

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4.5 CONCEPTUAL DISCUSSION ABOUT VARIOUS FUNCTIONS OF
MANAGEMENT LIKE MARKETING, FINANCE, HR, OPERATION, ETC

 FUNCTIONS OF MARKETING DEPARTMENT

1. Identify needs of the consumer: The first steps in marketing function is to identify the needs and

wants of the consumer that are present in the market. Companies or businesses must therefore gather

information on the customer and perform analysis on the collected information.

By doing this they can present the product or service that matches closely with the customer needs

and wants.

2. Planning: The next step in marketing function is planning. It is considered very important for a

business to have a plan. The management should be very clear about the company objectives and

what it wishes to achieve from the created plan.

The company should then chalk out a timeline that is essential for achieving the objectives.

3. Product Development: After the details are received from the consumer research, the product is

developed for use by the consumers. There are many factors that are essential for a product to be

accepted by the customer, a few factors among the many are product design, durability and cost.

4. Standardization and Grading: Standardization refers to the process of ensuring uniformity in the

product which means that a product developed by a business shall be standard for every consumer

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with the same quality and design and this is one of the key aspects that needs to be maintained by the

business.

5. Packing and Labelling: The first impressions of a product are its packaging and the label attached

to it. Therefore, packaging and labelling should be looked after very well. It is a well-known fact that

a great packaging and labelling goes a long way in ensuring product success.

6. Branding: Branding is referred to as the process of identifying the name of the producer with the

product. Certain brands are there in the market which have a lot of goodwill and any product coming

from the same brand will be accepted more warmly by the consumers. Although, having a separate

identity for the product can be helpful.

6. Customer Service: A company has to set-up various kinds of customer service based on their

product. It can be pre-sales, technical support, customer support, maintenance services, etc.

7. Pricing: It can be regarded as one of the most important parts of marketing function. It is the price

of a product that determines whether it will be successful or a failure. Some other factors are

market demand, competition, price of competitors.

8. Promotion: Promotion is the process of making the customers aware of the product by presenting

it to customers across various channels of promotion and entice them to buy the product.

9. Distribution: Distribution refers to the movement of consumer goods to the point of

consumption. A company must ensure that the correct channel of distribution is selected for the

product.

 FUNCTIONS OF FINANCE DEPARTMENT

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1. Estimation of capital requirements: A finance manager has to make estimation with regards

to capital requirements of the company. This will depend upon expected costs and profits and

future programmers and policies of a concern. Estimations have to be made in an adequate

manner which increases earning capacity of enterprise.

2. Determination of capital composition: Once the estimation has been made, the capital

structure has to be decided. This involves short- term and long- term debt equity analysis. This

will depend upon the proportion of equity capital a company is possessing and additional

funds which have to be raised from outside parties.

3. Choice of sources of funds: For additional funds to be procured, a company has many

choices like-

a. Issue of shares and debentures

b. Loans to be taken from banks and financial institutions

c. Public deposits to be drawn like in form of bonds.

Choice of factor will depend on relative merits and demerits of each source and period of

financing.

4. Investment of funds: The finance manager has to decide to allocate funds into profitable

ventures so that there is safety on investment and regular returns is possible.

5. Disposal of surplus: The net profits decision has to be made by the finance manager. This can

be done in two ways:

a. Dividend declaration - It includes identifying the rate of dividends and other benefits

like bonus.

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 a. Retained profits - The volume has to be decided which will depend upon expansional,

innovational, diversification Plans of the company.

6.Management of cash: Finance manager has to make decisions with regards to cash

management. Cash is required for many purposes like payment of wages and salaries, payment of

electricity and water bills, payment to creditors, meeting current liabilities, maintenance of enough

stock, purchase of raw materials, etc.

7.Financial controls: The finance manager has not only to plan, procure and utilize the funds but

he also has to exercise control over finances. This can be done through many techniques like ratio

analysis, financial forecasting, cost and profit control, etc.

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 FUNCTIONS OF HR DEPARTMENT
1. Human resource planning

The first HR function is all about knowing the future needs of the organization. What kind of people

does the organization need, and how many? Knowing this will shape recruitment, selection,

performance management, learning and development, and all other human resources functions.

2. Recruitment and selection

The second HR function involves attracting people to work for the organization and selecting the best

candidates. Attracting people usually starts with an employee brand. Being an attractive employer has

plenty of advantages – just as it is the other way around. A good example of the latter is the tobacco

industry which struggles to attract talent due to its tainted reputation.

3. Performance management

Performance management is essential in ensuring that workers stay productive and engaged. Good

performance management involves good leadership, clear goal-setting, and open feedback.

Performance management tools include the (bi)annual performance review, in which the employee is

reviewed by his/her manager. It also includes 360-degree feedback tools in which peers, managers,

subordinates, and sometimes even customers review the employee’s performance. These kinds of

tools can be very helpful in providing feedback.

4. Learning and development

Enabling employees to develop the skills they need for the future is an essential responsibility for HR.

This is also related to the first HR function we listed, in which HR bridges the gap between the

workforce today and the workforce needed in the near future.

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5. Career planning

The fifth function of Human Resource Management is career planning, guidance, and development

for employees, together also referred to as career pathing.

Showing employees how their ambition can align with the future of the company helps to engage and

retain them. For the organization, there are the benefits of better succession planning, higher

productivity, and a stronger employer brand.

6. Function evaluation

As a business and society changes, so too must an efficient HR function. Function evaluation is a

technical aspect of HR. By evaluating the HR function, the department ensures that the company is

successful at both a strategic level and with service delivery and support. The company needs to

deliver the level of services required, whilst operating strategically.

7. Rewards

Rewarding employees for their work is a function that is impossible to miss. Compensation and

benefits are integral to attracting the right kind of candidate for the role, and company. These will

vary across different fields, countries, and cultures. Rewards include salary but also growth and career

opportunities, status, recognition, a good organizational culture, and a satisfying work-life balance.

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 FUNCTIONS OF OPERATIONS DEPARTMENT
1.Global Strategy

Strategic management looks at the global supply chain and how well it is achieving the organization's

business objectives. Operations strategy looks at high-level performance metrics / KPIs including:

 Customer Satisfaction - Is the supply chain providing products and services that consumers

are satisfied with?

 Market share - Do consumers choose these products and services over those produced by the

competition?

 Profitability - Is the organization able to deliver these goods profitably?

2.Supply Chain Configuration

Essentially, it is the operations manager's job to ensure that the supply chain is properly set up. From

purchasing raw materials, through the production of the product, and even on to the sale of the

finished products to customers, these are all dominos that need to be positioned correctly to ensure

that every aspect of the supply chain is running correctly. This will prevent delays and lead to faster

production and quicker sales.

2.Operations Management

Looking at the ops of a business involves considering all activities that are required to turn raw

materials or human efforts into a product or service that can ultimately be sold to customers. This

includes activities like production scheduling, production planning, and control, capacity planning,

assembly line configuration, materials management, and logistics planning.

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3.Forecasting

Operations management is also in charge of forecasting, or simply put, predicting the demand for the

product in the future. Marketing operations and sales operations are an important input into this

process because planned marketing promotions and sales initiatives can dramatically impact product

demand.

4.Finance

Being focused on finances in operations management is essential, not only for the profit of the

business but also in ensuring that the product supplied to customers is of a high standard. The delicate

balancing act between creating a good or service that is satisfactory to the customer, but also allows

for a fair profit for the business, is an essential part of operations management.

5.Product Design

This is where operations management focuses on the way the product is designed. The most important

aspect here is to make sure that it suits market trends and is a durable product that customers will

favor.

6.Quality Management

Quality management also comes under the umbrella of operations management. Here the operations

management may have a dedicated team that ensures consistency. They must rectify any defects,

ensure that the quality is consistent, and ensure that each product is ready for sale.

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 CHAPTER 5
ANALYSIS AND
INTERPRETATION OF DATA

5.1 PRESENTATION OF INFORMATION

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OUR MISSION

We aim to improve the quality of people’s lives by providing constantly best quality products with

full customer satisfaction. Our core competence is in the manufacturing of best quality of jewellery.

OUR VISION

We foresee tanishq jewellery Industries to be a leading manufacturer in India, providing good quality

products and best services to the customer. We believe that Customer Satisfaction is the best policy.

COMMITMENT TANISHQ JEWELLERY:

 To enhance customer satisfaction by providing high quality products and services.

 To develop and maintain a qualified and competent team through continuous training and

sustainable career opportunity.

 To provide a clean, safe, and pleasant environment to our employees.

 To upgrade business processes through continuous improvement of Quality Management

System and establish itself as a well-known global oils supplier.

 To improve efficiency in manufacturing with optimum energy utilization.

QUALITY ASSURANCE:

Tanishq Jewellers endeavors to manufacture different types of metal products of highest quality and

provide the best services not only to serve but to exceed customers ‘expectations. The company does

a three-level check for all the material produced to ensure good performance of the material on

customers ‘needs. Swadeshi oils is manufacturing the Export quality filtered and kacchi Ghani

groundnut oil from the fined groundnuts seed from the country. The average FFA level of edible oil is

between 0.3 to 0.5 %. The company is aggressively looking for new advances and is keen to involve
66
customers in their steps to alternate flexible packaging requirements. Our technical staff is always

available to provide solutions and assistance to the queries of the customers regarding requirements of

the new products.

5.2 APPLICATION OF VARIOUS MANAGEMENT PRACTICES

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5.2.1. MARKETING ADVERTISMENT:

Tanishq, the central idea of the campaign was to highlight the conversation around gender bias,

gender inequality, and bashing orthodox norms of the society. Such advertisements help in breaking

the social stigma around the second marriage and the brand has taken a strong step towards

normalizing second marriage.

Market research is for discovering what people want, need, or believe. It can also involve

discovering how they act. Once that research is complete it can be used to determine how to

market your specific product.

For the growth and planning of a business there are a few things that are important:

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5.2.2MARKETING STRATEGY: -
Marketing Is Done Through Social Media Platform I-e Facebook & Instagram, & also through

sponsoring the events & all

And mostly the company focuses on mouth marketing

A Complete Guide to Marketing Strategy For Tanishq Jewelry Brand

 Understand Your Audience. There’s no such thing as “one size fits all” when it comes to

marketing, and it’s important to...

 Leverage Your Physical business. This includes your retail storefront, your website, and

your social media. It’s crucial...

 Partner with other Stores. Many brick-and-mortar stores offer these same services as

independently owned online...

 Consider online marketing. There are many advantages to selling your jewelry online, from

being able to...

5.2.3MARKET INFORMATION
Market information is making known the prices of the different commodities in the market, the

supply and the demand. Information about the markets can be obtained in several different

varieties and formats.

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5.2.4 MARKET SEGMENTATION

Market segmentation is the division of the market or population into subgroups with similar

motivations. Widely used bases for segmenting include geographic differences, personality

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difference, demographic differences, use of product differences and psychographic different.

5.2.5 MARKET TRENDS

The upwards or downward movements of a market, during a period of time. The market size is
more difficult to estimate if you are starting with something completely new. In this case, you will
have to derive the figures from the number of potential customers or customer segments.

But besides information about the targets market you also need information about your
competitors, your customers, products etc.

A few techniques are:

● Customer analysis
● Choice Modelling
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● Competitor analysis
● Risk analysis
● Product research
● Advertising research

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 Tanishq has built itself a reputation of bringing innovative designs that suit the needs of “the

ever-changing never-changing” Indian woman. The crowns have been designed to convey the essence

of India through the use of distinctive motis such as the traditional and auspicious „teeka‟ the Indian

touch to the contemporary styling. Crafted with painstaking detail, each of these crowns convey a

story; a story of their “ORIGIN”. Inspired by interplanetary movements and colors of flora and fauna,

these tiaras are a stunning combination of trillions, baguettes, round brilliant cuts, princess, pears, and

specially cut colored crystals. Each crown weights about 450 GM‟s and has a special spring

mechanism designed to fit perfectly on any size or shape of head.

The inspiration behind each crown is distinct and personifies the spirit of the
title.

MISS Universe: This crown has the perfect cosmic blend of elements, very like the universe itself.

The large red stone, set slightly on the side, is the symbolic and stylised „teeka‟.

Miss Universe: This frown has the perfect cosmic blend of elements, very like the universe itself.

The large red stone, set slightly on the side, is the symbolic and stylised „teeka‟.

Miss World: The natural essence of this piece is enhanced by the wave like undulating shape on

the base of the crown, sitting snugly on the forehead of the wearer. And of course the vivid

rectangular blue stone that expresses the teeka of victory, and sets off the batting hues of the sea

on the rest of the crown.

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Miss Earth: This crown derives its inspiration from the essence of nature her flora and fauna.

Based on the fablous colours and movement of the peacock and its feathers, this stunning piece

is an intriguing study in harmony and contract. The jewellery crafted beautifully with

jnterspersion of diamond and colored stones, is an ode to the ecstatic beauty and supreme power

behind every women. The contemporary styling has been brought to life with sensuous curves,

balance, rhythm and symmetry of classic Indian motifs in an unconventional synthesis. These

beautiful and vibrant gemstones in different shapes, sizes and colors are sprinkled amongst

diamonds to create a symphony that enhances the look of the stones and adds a dash of color to

conventional designs. Tanishq has translated the timekessness of these designs to a modern

context and brought to life a collection where fashion, design and tradition blend perfectly.

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TANISHQ FOR YOU
At Tanishq its not just the products, it‟s the experience that matters. We make sure that we give
you the premium quality of not only product but service as well. Tanishq not only has an exquisite
range of designs to meet all your requirements we also offer the benefits of any modification or
customization on products.

There are host of value added services that you can avail of at Tanishq like the Golden Harvest
Savings Scheme, Gift Voucher purchase, Exchange of gold and diamonds etc.

Golden Harvest Saving Scheme

Tanishq's “Golden harvest Saving Scheme” is one of the most lucrative savings schemes, that

enables to save each month with Tanishq and plan for wedding jewellery purchases. Your

monthly installments are safe with us, whereas savings at home could easily get spent. This

scheme provides you with much better returns than other saving options like bank deposits or

post office savings schemes. In addition, Tanishq's special bonus at the end of the scheme period

helps you stretch your jewellery budget.

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FINANCE RESEARCH

The finance department is lifeblood of organization. The main role of finance department is

supporting manufacturing is that they process the purchase orders, release payments to the suppliers.

The main source of income is through sales collection, inter corporate deposits and other short term

loans. Besides these, disbursement of salaries to the employees, reimbursement of travel expenses and

other small time purchasing activities. They also support manufacturing in arriving at “Make or Buy”

decision. Product costing is also done here. The product costing is done by calculation the utilization

of machines and other fixed costs. The costing method that is followed is standard costing method.

2018 – 2019 Financial

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5.3 SWOT ANALYSIS

Strengths
1-A trusted jewelery band in Weakness
india . 1-limited international presence.
2- Right mix product . 2-limited scope of growth.
3- Endorsement bt famous 3-Intial negative preception of
celebrities. the brand being for rich only

Opportunities Threats
1-Expand globally.
1- Escalating gold rate.
2. Improve growth rate and
2-Dynamic fashion trends.
profitability.
3-Gold is not seen as an
3.Indian wedding market is a
investment anymore.
big apportunity

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SWOT analysis comprises strengths, weaknesses, opportunities and threats of a brand.
Now we’ll discuss the detailed swot analysis of the swadeshi oil mil company .

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Brand Strengths

● Purity

● Certificate For Plain Gold

● Quality

● Trust

● Strictly Follows all the rules and regulations Of the Government

Brand weaknesses

● Limited global presence

● Tough competition from other jewellery brands

● Escalated gold cost lower margin

Brand Opportunity

● Global penetration in other countries

● Acquisition of smaller businesses to increase brand Position and reach

● Tie ups with corporate and business partners.

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Brand Threats

● Economic fluctuations mean people decrease their Spending

● Government policies, taxes etc also affects the Premium jewellery segment
● Trends change quickly, hence innovations and R and D Are investment.

Target Market Of Tanisha

● Tanisha target both men and women of different ages

They have collections for both men and women for Different occasion

● Tanishq have exclusively holds jewellery collection For men called Aveer in order to
attract men as well.

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Brand Positioning OF Tanishq

● The brand position itself as the leader of purity and Trust of jewellery among
customers.
● It had wide and exclusive range of collections.

● Provides certificate of authenticity

● Most ethical in nature

Brand Communication

● TV advertisement featuring Deepika Padukone As brand ambassador

● Pamphlets, invitation to all customers in that locality

● Text messages and online advertisements.

● The brand follows both traditional and modern methods Of communication to interact with

the customers.

Challenges Of The Brand

● Every design created has a valid period of 180 days and If the jewellery is sold within those

days the jewellery Will be melted and the design will not be available In the stores.

The value for the jewellery is fixed and cannot be Reduced like other stores which results in losing
Some customers

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Consumer Perception About The Brand

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 CHAPTER 6
CONCLUSION,
RECOMMENDATIONS AND
SUGGESTIONS

6.1 FINDINDS OF THE STUDY

o Established market position as one of the leading quality metals manufactures.

o They have very Experienced management team.

o Making price of all product very low as compare to other competitors

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 o Jewellery market is growing at faster rate.

o people prefer more high quality products so the demand of jewellery is more in market.

o In 2020 and 2021 tanishq jewellery are bestselling brand on Maharashtra’s.

o Tanishq jewellery is more reliable as compare to others.

6.2 CONCLUSION Lay by day there is good opportunity users.

8. Tanishq jewellers provide a satisfying service to the consumer with an affordable price.

6.3 RECOMMENDATION AND SUGGESTION

Tanishq jewellery think to make and production faster.

Industry may thing to build their workshop in other cities or districts and also in locals so that

there will equilibrium between demand and supply

Industry should diversify their product to across India for more customer attraction

Making good relation with coustmers for intrest and feedback,

Improve marketing strategies this is help to more customer are aware the jewellery products.

Tanshiq lewellery should keep on expanding its growth and take advantage of impending

opportunities by continuously improving on areas at the top level of the business

Capitalize more market and expand its market share

BIBLIOGRAPHY

www.rediff/business.com
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www.tanishq.co.in

www.wikipedia/tanishq.com

www.google.com

Other Sources:

Newspaper

Business magazines

Tanishq catalog.

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