TANISHQ

Case Study of TANISHQ

Case Study of TANISHQ

Introduction

India has been the world's largest trading centre for gold and TANISHQ, a subsidiary of TATA Group, has been the most fascinating jeweler's brand. Jointly promoted with TITAN watches and clock business, TITAN later on switched over the fashion accessories manufacturing and promoted their jewelry under TANISHQ brand (TITAN, 2011).

Discussion

Problems

There are many other competitors in the fashion accessories industry so it becomes difficult to compete because TANISHQ has a very limited global presence in the fashion wear market. This tough competition limits the TANISHQ's scope of growth to expand or to enter new markets. Within India there are other known brands such as Ddamas, Reliance Jewels and De Beers. Although it has its presence over more than 100 Indian cities but to compete in the international market it has to face many government policies and taxation authorities (Mbaskool, 2012). Most of the government and customers are defrauded with the unethical practices of misrepresentation of tax and quality and under valuing the karat of gold. A high decibel advertising was being carried all over the TVC's, newspaper, bill boards etc. which didn't showed up any outcome and TANISHQ had to face a heavy loss and had to face its stakeholders with no answers (Ganapati, 2003).

Control

It has its control over almost whole of India because it is trusted by all the citizens of India. As due to the strong parenting of the TATA group, it has an ease of accessing wider markets and ease of investments because people buy gold for investment purpose or for embellishment (TITAN, 2011). It has a strong hold over the persuasive advertising through the TVC's and billboard advertisements. A range of jewelry types are offered so that from a middle class to the upper class every individual could afford to buy it. ...