Titan’s MD, C K Venkataraman, explains how Tanishq won over Indian customers. The brand achieved this by combining classic jewellery styles with innovative marketing. They also used forward-thinking business strategies.
Can a Brand Reinvent Tradition Without Losing Credibility?
Tanishq didn’t start as the beloved Indian jewellery brand we know today. In fact, its earliest steps were marked by confusion and struggle.
“We didn’t know the customers… We were supposed to supply to stores in the US, Germany, UK… but nothing was working.”
The original plan? Be the Tiffany of the East—a brand built on Western-style diamond jewellery meant for export. But Indian consumers didn’t relate to it. The elite, distant feel of the brand, its European designs, and foreign-sounding name kept real buyers away.
The Painful Realization: We Had No Idea Who Our Customer Was
“We had not done any consumer understanding…”
When the export plan collapsed, Titan turned inward. Yet even in India, their western-style products didn’t connect. Indian consumers were looking for ornate, traditional jewellery with meaning and cultural resonance—something Tanishq lacked.
The Game-Changer: A Machine That Sparked a Movement
The turning point? A karat meter. Tanishq introduced XRF technology in stores to test gold purity.
“People stood in queues… there was a riot because they realized they had been cheated.”
The move didn’t just build trust. It exposed widespread under-karating by local jewellers. It also positioned Tanishq as the truth-teller in a murky industry. But soon, customers started asking: “Now what do I do with this bad gold?”
19 = 22: The Bold Policy That Flipped the Game
“We’ll take your 18 karat and give you 22 karat. You pay for 1, we pay for 3.”
Tanishq launched a revolutionary gold exchange policy, valuing customers’ low-purity jewellery as if it were 22 karat. This generous, customer-first move sparked massive growth. Today, 30–35% of sales still come through exchange.
If You Don’t Win Weddings in India, You Lose
Tanishq realised that to win India, it needed to win weddings.
“It’s a much-loved brand, but it hasn’t captured the heart of the jewellery market: weddings.”
So they got to work—studying communities like Punjabis, Gujaratis, Telugus—to understand traditions, bridal requirements, and regional tastes.
From Product to Culture: Going Deep Into Indian Rituals
“Jewellery is about culture… Tanishq was standing for fashion.”
This shift—from fashion to cultural storytelling—was profound. They changed:
• Product design (17 items for Telugu brides, 21 for Punjabi)
• Retail experience (mural of a Bengali wedding in Kolkata store)
• Language & communication (Hindi, Tamil, Telugu instead of English)
• Staff behaviour (“leaning in” instead of “leaning back”)
Storytelling as Strategy: Progressive but Rooted
Tanishq’s ads didn’t just sell jewellery. They told powerful, emotional stories:
• A second marriage with a child—normalised with grace
• A dusky bride during peak fairness-obsessed years
• A bride taking the wheel in front of her in-laws—literally
“Every element was symbolic—tradition on the outside, progress within.”
Emotional Intelligence at Scale: The Tech + Touch Model
Tanishq fused data with emotion.
“Today, when you walk in, our system knows your birthday tomorrow. We cut a cake before you leave.”
Using a system called Next Best Action, sales staff personalise interactions—from suggesting products to celebrating personal milestones.
The Final Payoff: A Brand That Belongs to Everyone
Tanishq moved from outsider to insider, from elite to relatable, from fashion to cultural emotion. Even price sensitivity was addressed by cleverly pricing some items lower, to give an overall impression of value.
“Now customers call our salespeople home for celebrations.”
From Bengal’s Durga Puja to Kerala’s Onam, Tanishq built emotional bridges, making itself feel local in every state.
From Desai’s Dream to Fifth Avenue: The Tiffany Vision Comes True
“I was standing not far from the Tiffany store in NYC… it was goosebumps.”
In 2023, Tanishq opened in the US—completing a journey that began with a failed export plan. Today, Titan is the most valued jewellery company in the world.
Jagged with Jasravee, the Marketing Show 
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