Tanishq Brand Essay Sample
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Tanishq (Hindi: तनिष्क़) is a prominent jewellery brand of India. It pioneered the concept of branded jewellery and ornaments in India. It is a division of Titan Industries Limited, a company promoted by the Tata Group, one of India’s largest conglomerates. The name was formed by combining the first two letters from Tata and नष्क “Nishk” (meaning gold coin or necklace inSanskrit), although the क k has been modified into
modified into a क़ q. An alternative explanation is from ‘Tan’, meaning body and ‘Ishq’, meaning love. Tanishq’s headquarter is atBengaluru (Bangalore) in Karnataka. ————————————————-
Overview[edit source | editbeta]
Sridevi, Brand ambassador of Tanishq at photo shoot for Tanishq in April 2013 Tanishq started in 1994 and challenged the established family jeweller system prevalent in India. They have set up production and sourcing bases with thorough research of the jewellery crafts of India. Their factory located at Hosur, Tamil Nadu (India) spreads over 135,000 sq ft (12,500 m2). Tanishq was launched as a range of jewellery and jewellery watches meant for the European & American markets, but later on shifted focus on Indian markets to tap the domestic opportunity too.
They spread awareness to the public about alleged impurity in Gold . Tanishq introduced innovations like Karatmeter, the only non-destructive means to check the purity of gold and machine made jewellery. In India, Tanishq has country wide presence. In November 2012, Tanishq reached a landmark when it opened its 150th showroom in India Tanishq is one of the major Tata brands with a strong appeal for women. Tanishq brand has recently been promoted inside popular Hindi movies also, like in Race 2. It runs a popular scheme called Golden Harvest for sales promotion and to help buyers plan for large purchases like during weddings.
Tanishq: jewellery as art form|
This jewellery brand from Titan offers purity as well as art in its dazzling range of products|
Jewellery is about purity of gold and stone and settings in exquisite designs. But more than that, it is about emotions, a little secret that Tanishq knows well. And therefore, at Tanishq, jewellery is not a product but a piece of art; and shopping for jewellery is an exalting experience.
Footfalls to Tanishq stores have increased in the recent years. Pull factors have been trust, reliability, designs and the shopping experience. Tanishq stores are quite distinct as the environment is conducive for customers to browse. The manner of display, ambience, salesperson behaviour, the showcasing of new collections, is all designed to encourage the new-age consumer to shop in a friendly environment.
The jewellery spread is a blend of traditional values and modern outlook. The collections though rooted in Indian ideas have a contemporary expression. Of late, Tanishq has taken up special projects. Three years back, the company designed the jewellery for Bollywood movie Paheli. More recently, they spent two years crafting jewellery for historical magnum opus Jodha Akbar. Through its jewellery, Tanishq captured the opulence and glory of the Mughal era. This collection has had an immense customer impact.
Catering to the semi-rural and rural population, is the GoldPlus chain of stores. GoldPlus is strongly positioned to serve the 22-carat gold wedding jewellery market. The jewellery designs at GoldPlus stores are mostly traditional. The décor is understated with an emphasis on regional tastes, making customers feel comfortable.
The big moment for Tanishq will come in August 2008 when the company opens Tanishq stores on US soil — in Chicago and New Jersey. Distinctively targeted at Americans (and not just NRIs) the stores will encourage browsing and will be a new experience for the American jewellery buyer.
“Ethical practices and an unmatched shopping experience are key differentiators, as opposed to other jewellery stores. We broke all rules to make the brand more approachable. We are looking at a growth of 40 per cent and 40 new stores for the two brands,” says CK Venkataraman, COO, Tanishq, Titan Industries. Fact fileThe beginning: Launched in 1995, Tanishq is the jewellery division of Titan Industries. It has established itself as the most desirable and trustworthy jewellery brand in India. In 2005, the company launched a new jewellery line, GoldPlus, for semi-urban and rural areas.The store: Tanishq stores are all about experience. The product portfolio includes jewellery for everyday wear and for occasions, in 22-carat gold, diamonds and precious gemstones. The jewellery designs range from traditional to contemporary and are available in several styles such as jadau and kundan. The GoldPlus brand focuses on local tastes in 22-carat gold.The spread: Tanishq has 104 stores in 71 Indian cities; GoldPlus has a presence in 21 towns.|
– See more at: http://www.tata.in/company/articles/inside.aspx?artid=pybFsQpbYNo=#sthash.f3xwn2hM.dpuf
SOME OF TANISHQS COMPETITORS
Asmi, one of the leading diamond brands of the country, was launched, In 2002 by The Diamond Trading Company Ltd, (DTC). The Asmi diamond Jewellery Collection is crafted to beautifully compliment and complete her. Asmi caters to the women of substance & satisfies her mind for rewards recognition, evolving to suite her style & Personality. The brand has been endorsed by various celebrities such as Kajol, Mandira Bedi & Perizad. All these women epitomize the different strengths. An Asmi woman is closely identifies with free-spirited, goal-oriented & with an inner fire.
The world renowned Nakshatra diamonds were launched in 2000, with an equally dazzling Aishwarya Rai as its brand ambassador. In the present scenario Nakshatra diamonds occupy a leading position in the fashion diamond jewelry segment. The traditional diamond is the most wanted design among Nakshatra diamonds. Nakshatra diamonds claim to shine your glamour and love life. They have aptly put their slogan as “brightest circles of light.” Elegant and graceful Nakshatra diamonds are the epitome of passion, attitude and independence.
Gili was launched in 1994, targeting mainly the youth who wanted to celebrate Valentine’s day. Since then, the brand has clocked a turnover of Rs. 90 crores. Nirvana Diamonds
Nirvana Diamonds from Fine Jewellery (I) Ltd. was launched in 1987 in India. Nirvana diamonds are targeting at fashion conscious, modern and independent thinking women. Internationally acclaimed Nirvana diamonds are manufactured by using state-of-the-art technology. As a proof of their quality Nirvana was among one of the brands to offer lifetime warranty to its consumers.
D’damas Diamonds are part of Gitanjali Digico Group and one of the earliest diamond houses established in India in 1966. On the present day D’damas Diamonds offer highly modernized diamond cutting and polishing facilities at five locations in India. D’damas Diamonds claim to promote a range of emotions through their collections
Adora Diamonds were launched in India in July 2003 by Mumbai based Concept Jewelry (India) Ltd. On the present day the still expanding retail network centers of Adora expands to 117 outlets in 47 cities of India. Adora means glory in Spanish and claims that its diamond collection is themed on love. Adora diamonds are for adornment of every moment, occasion, and phase of life through its up and downs.The Swaranjali signature collection of living legend Lata Mangeshkar is a unique feature of Adora diamonds. Each piece of Swaranjali collection is conceptualized and approved by Lata Mangeshkar and bears her laser printed signature.
World’s largest volume manufacturer of diamonds-Sheetal manufacturing Company (SMC) launched its exquisite Kiah diamond collection in October, 2004. Kiah diamonds are claims to be for celebrating womanhood. The brand name ‘Kiah’ means beautiful place. On the latest Kiah diamonds have won the Best Showroom in the DTC Diamond Season for 2005-2006.
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