Mia by Tanishq: Jewellery to Entice the Working Woman in India

Srivastava, R K and Dutta, S and Joshi, H (2015) Mia by Tanishq: Jewellery to Entice the Working Woman in India. [Teaching Resource]

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Abstract

In 1995, Titan launched the first branded range of jewellery - 'Tanishq' - in India's highly fragmented and disorganised jewellery market. Tanishq performed exceedingly well, attracting a large customer base that was assured of quality and purity. However, the jewelry business faced challenges on account of customer sentiments being impacted by inflation, uncertain economic conditions and rising gold prices. There was also concern that the young Indian woman was disinterested in jewellery. To address these issues, as well as expand the company's reach and customer base, the Tanishq team identified a hitherto neglected segment - working women. Within 12 months, it conducted activities ranging from customer segment identification and understanding, as well as defining the proper distribution channels, and launched 'Mia' - "the Tanishq for work wear, for the working women". Mia's design and retail strategy continues to evolve three years after its launch. But despite its growth, it is almost impossible to identify the market size of potential Mia customers. Moreover, the needs of these target consumers' are changing rapidly, and so, refreshing the range, while maintaining its affordability, is a challenge. How large would Mia's market be? Can it become a brand in its own right? Could it be the next Tanishq for Titan?

Affiliation: Indian School of Business
ISB Creators:
ISB CreatorsORCiD
Srivastava, R Khttps://orcid.org/0000-0002-5236-2375
Item Type: Teaching Resource
Additional Information: The research paper was published by the author with the affiliation of Singapore Management University.
Uncontrolled Keywords: Mia, Tanishq, Working Woman, India
Subjects: Marketing
Depositing User: Veeramani R
Date Deposited: 08 May 2019 12:12
Last Modified: 08 May 2019 12:12
URI: http://eprints.exchange.isb.edu/id/eprint/934
Publisher URL: https://hbr.org/product/mia-by-tanishq-jewellery-t...
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