Writing Resources
Executive Summary Tanishq started in 1995 pioneered the concept of branded jewellery The initial product range was Westernized Tanishq did not do well for the first few years It changed the focus to domestic market with more traditional designs Tanishq educated the consumers on checking for purity of gold and introduced the Karatmeter Purity of Gold trust honesty are strong associations and has earned a high brand equity Tanishq has grown in a large scale since then and as of now has 230 stores in 120 cities of India Tanishq still has room for growth as the jewellery industry is still largely unorganised they can leverage on the brand equity to expand globally Tanishq has a wide range of product and the focus till today is still traditional jewellery Consumers choice has changed over the years and they are trending to more western fusion jewellery its recommended to widen the product portfolio with western and fusion designs High value diamond is another segment where Tanishq has no presence and its recommended to tap the segment Wedding and men s jewellery are 2 segments where Tanishq has very little presence they need to come out with more products to cater these 2 segments Customize jewellery above certain amount can be a way to attract the elite crowd of India
