Tanishq

ROLL NO – 22110, 22111, 22113-22117
This PPT includes following of the brand TANISHQ:

I. Introduction
II. Market Share
III. Market Growth Rate
IV. Marketing Mix Strategies
V. Competition Analysis
VI. Future Strategy
VII. Conclusion
INTRODUCTION
• Tan- Body Nishq – Gold Ornament.
• Forex Crisis 1990
• History Titan – Tanishq - 1994
• European and American market to Indian Market.
• Unorganised and quality struggles market.
• Family Jeweller.
• First Retail store Jeweller.
• Carat meter strategy.
• Ornament- Investment(18K- 22K)
INTRODUCTION CONTD…
• Discription Scheme.
• 19 – 20 K to 22 K Scheme.
• 400 stores - 42 cities.
• Sector Distribution.
• Mia(Working Women), Raga(watches), Rivaah(Bridal),
Aveer(Men).
Market Share Of Companies In Organised Jewellery
Market
11 1
Titan
Tanishq
13
PNG & SONS
SENCO
LALITHAA
8 KHAZANA
JOYALUKKAS
50 MALABR
6 GRT
THNGAMAYIL
KALYAN
4
TBZ
4
3
3
6
Market Growth Rate
Number Of Stores
Growth
Sales Growth
Market Growth Rate
MARKETING MIX STRATEGIES
• Tanishq’s marketing strategy uses the marketing mix framework,

which incorporates the 4Ps, to analyze the brand.
• The 4Ps are

1. Product Strategy
2. Pricing Strategy
3. Place Strategy
4. Promotion Strategy
Product Strategy of TANISHQ
•Tanishq under a parent brand Titan and hence it aims to deliver a

premium experience for its customers as well as for its consumers.
•Some of the product it offers includes-

1.Smaller Designs
2.Assets
3.Big Jewellery
Pricing Strategy of Tanishq
•Let’s get it straight, Tanishq offers premium quality products and

hence the pricing is also quite expensive.
•It particularly targets the audiences of both high & low class
consumers with high & low tier products respectively.
•The catch is that even if you’re buying a super expensive jewel, or a

budget tight earring, the trust, and quality of the product will
remain constant.
•Golden Harvest Jewellery Purchase Plan :
Tanishq also offers a smart investment policy for married women
and people who want their first gold artifact. It is known as the
Golden Harvest Jewellery Purchase Plan.
•Tanishq maintains a ledger and invites people to deposit an EMI

that will become a big amount in the future. Tanishq asks this
consumer to use this invested money and buy a related artefact at a
discounted price.
•Above initiative helped Tanishq with a lot of sales.

Place Strategy of Tanishq
•Tanishq prioritizes sales at retail shops(offline), but it provides online services as well.
•Tanishq has over 350+ retail shops in over the country. Spread across India and heavily
concentrated towards the Northern, Eastern, and Southern parts of India.
•Starting from Chennai, Tanishq first conquered more markets in the southern part of
India. And hence, there is a dense availability of Tanishq showrooms all across the
southern region.
•Slowly spreading their reach all over India, Tanishq now exports their products overseas
as well. Having such a vast supply chain and dominance over the market, Tanishq nails its
distribution strategy that is going upward with each forthcoming year.

Promotion Strategy of Tanishq
•Electronic media: TV & Radio
•Print media: newspapers, magazines, and billboards
•Social media platforms: Twitter, YouTube, and Facebook, have all been used to
launch advertisements.
•Tanishq recognizes the value of celebrity so it has enlisted Indian actress Deepika
Padukone as its brand ambassador. She will appear in several advertisements to
raise favourable brand recognition.
•Tanishq presented Maruti Udyog Limited with 20 crore rupees in gold coins as a
gift to Maruti automobile buyers in 1999. Both companies’ sales were boosted as a
result of it.
•Tanishq store was featured in the Hindi Movies: such as Paheli and Jodha Akbar.
Competition Analysis
How competed with Unorganised Jewellers/ Local Jewellers ?
1) 18 Carat Gold – Strength, Scratch proof, Firmer grip to gems and stones
2) Innovative Designs
3) Carat Meter
4) Gold Harvest Scheme
Now Competitor brands of Tanishq-

1) PC Jeweller Ltd 5) Rajesh Exports,
2) Kalayan Jwelers 6) Vaibhav Global,
3) Thangamayil Jeweller 7) Goldiam Inter,
4) D P Abhushan
Sales of different brands From 2018 to 2022
Year 2018(Sales in 2019(Sales in 2020(Sales in 2021(Sales in 2022(Sales in
Crore) Crore) Crore) Crore) Crore)
Tanishq 15707.7 19248.47 20156.05 20783 27456

PC Jeweller Ltd 9584.46 8461.17 5016.04 2700.01 1633.56
Rajesh Exports 33698.72 42722.39 46901.89 2061.42 6248.38
Kalayan Jwelers 8297.08 7506.58 7944.12 7378.38 9098.54
Vaibhav Global 474.49 489.13 542.86 461.74 590.81
Thangamayil Jeweller 1380.85 1446.22 1694.99 1820.94 2194.75
Goldiam Inter 128.5 180.64 172.81 233.59 419.66
D P Abhushan 659.91 812.17 809.04 1218.28 1731.7

419.66 1731.7
2194.75
590.81 Sales in Crore
Tanishq
PC Jeweller Ltd
9098.54
Rajesh Exports
Kalayan Jwelers
27456 Vaibhav Global
Thangamayil Jeweller
6248.38 Goldiam Inter
D P Abhushan
1633.56
Year 2018(Profit 2019(Profit 2020(Profit 2021(Profit 2022(Profit
in Crore) in Crore) in Crore) in Crore) in Crore)
Tanishq 1254.52 1444.36 1517.63 1014 2231
PC Jeweller Ltd 567.4 -2.81 78.5 60.84 -389.6
Rajesh Exports 441.26 442.12 403.22 98.77 22.65
Kalayan Jwelers 137.59 44.93 156.35 138.23 214.17
Vaibhav Global 30.79 32.97 127.37 46.83 129.41
Thangamayil Jeweller 22.87 30.26 45.66 86.58 38.54
Goldiam Inter 8.98 19.58 19.04 30.51 57.4
D P Abhushan 8.15 11.79 16.45 27.46 40.44
Profit
38.54 57.4 40.44
129.41
214.17 Tanishq
22.65 PC Jeweller Ltd
Rajesh Exports
Kalayan Jwelers
Vaibhav Global
-389.6 Thangamayil Jeweller
Goldiam Inter
D P Abhushan
2231
No of
Particulars Founded In employs Outlet No of Outlets
Tanishq 1994 over 6,500 410
Tanishq
Kalyan Jewellers 1993 over 13,000 150 Kalyan Jewellers
PC Jeweller
Malabar Gold
PC Jeweller 2005 over 3,300 82 and Diamonds
Joyalukkas
Malabar Gold 1993 over 13,000 260
and Diamonds
Joyalukkas 1987 over 10,000 85

Strengths of Tanishq
• New Designs – No problem of unsold
inventory
• Get loan at lower Interest Rates
• 1000 of designs & can be made available
within 3 days
Future Strategy of Tanishq
• Tanishq is aiming for double-digit growth in FY24.
• The high-value and solitaire segments currently make up

15% of the revenue.
• Tanishq expects this segment to contribute 2x more in the

coming fiscal year.
• The wedding and occasion wear segment contributes to 25

per cent of revenues, and it expects a 1.5x increase in this
segment.
• Tanishq plans to add 40 stores, and expand other 25 stores.
• Tanishq plans to increase its omnichannel revenue from 6

per cent to 10 per cent
• Tanishq is also planning to increase its presence in the

Gulf and Northern American markets this fiscal year.
• Tanishq’s retail network spans more than 240 cities, with

over 410 exclusive stores. The brand served 4.8 million
customers in the current fiscal year.
• Tanishq plans a significant increase in this number for the

next fiscal year.
CONCLUSION
• Market Study Consumer Feedback
• 22300 Crore and Counting.
• Virtual Metaverse, Big Showrooms, Franchising.
• Shift from Traditional family Jewellers to Tanishq.
• Shift in consumer Needs.
• Advertising.
• Going Beyond….
Thank You

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ROLL NO – 22110, 22111, 22113-22117

This PPT includes following of the brand TANISHQ:

• Tanishq’s marketing strategy uses the marketing mix framework,

• The 4Ps are

•Tanishq under a parent brand Titan and hence it aims to deliver a

•Some of the product it offers includes-

•Let’s get it straight, Tanishq offers premium quality products and

•The catch is that even if you’re buying a super expensive jewel, or a

•Tanishq maintains a ledger and invites people to deposit an EMI

•Above initiative helped Tanishq with a lot of sales.

Now Competitor brands of Tanishq-

Tanishq 15707.7 19248.47 20156.05 20783 27456

Rajesh Exports 33698.72 42722.39 46901.89 2061.42 6248.38

Kalayan Jwelers 8297.08 7506.58 7944.12 7378.38 9098.54

Vaibhav Global 474.49 489.13 542.86 461.74 590.81

Thangamayil Jeweller 1380.85 1446.22 1694.99 1820.94 2194.75

Goldiam Inter 128.5 180.64 172.81 233.59 419.66

D P Abhushan 659.91 812.17 809.04 1218.28 1731.7

Joyalukkas 1987 over 10,000 85

• Tanishq is aiming for double-digit growth in FY24.

• The high-value and solitaire segments currently make up

• Tanishq expects this segment to contribute 2x more in the

• The wedding and occasion wear segment contributes to 25

• Tanishq plans to add 40 stores, and expand other 25 stores.

• Tanishq plans to increase its omnichannel revenue from 6

• Tanishq is also planning to increase its presence in the

• Tanishq’s retail network spans more than 240 cities, with

• Tanishq plans a significant increase in this number for the

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