Introduction:

The Tanishq jewellery is a Tata product which deals with gold. To find the
customer perception towards Tanishq jewellery. Research in advertising
and marketing is very difficulty in understanding, speculating and
ultimately determining the position of the product in the consumer's mind.

It is like a homework task that a good advertising/marketing/sales person

would

always

carry

out

before

implementing

the

said

product's

advertising/marketing strategy. By collecting data with the help of

research methods, the researcher can manage to understand the
consumer, what he wants, when he wants it, and how he wants it
Research methodologies, more or less, aim to reveal consumers different
perceptions of the product, in large part about the way it is advertised.

The researcher wants to know how effective the advertisement is on his

listeners, where the strategy falls short, and where it can improve.

Ultimately, it can be said that the most important task of advertising/marketing research is to
increase the sales of the product. This requires a well developed marketing plan, a good
know-how of the prospective consumer, and most of all an effective and rational research
methodology.
Times they are changing from collectivism, society has moved towards individualism.
The aspiration of woman today is to be unique, to break away from the flock. She
experiences more freedom to express herself and wants to create a meaningful differentiation.
She is up-to-date and exposed to the world, not just India. She is neither bound by tradition
nor by modernity her quest to be contemporary! She creates her personal imprint in her

styling and fashion sense. Her accessory becomes a statement. She seeks timeless beauty and
serenity of a fresh aesthetic in her adornment. She is the IVA woman.

Colored carnelian and peach moonstone set in luscious 18Kt Yellow Gold. Statement rings
are abstract, decked with dual gemstones in nude and earthy tones. Every piece in the range
speaks of modularity and versatility, just what women of today want.

STATEMENT OF THE PROBLEM

The jewellers company has more opportunity to capture the market. The jewellers service
industry is more competitive than ever before.
There is a need to identify the gap between consumer behaviour, attitude and jewellers
service practice. The findings of this study will be important to understand the consumer
attitude, habits, opinion and their beliefs towards the jewellery product, and the attitude
towards the company marketing efforts.
The result of the study will help to make a suitable recommendation to cover the gap between
consumer behaviour and the jewellery marketing efforts.
OBJECTIVES OF THE STUDY
To study the attitude and satisfaction among the consumers for jewellery products, at
Mysore City.
To study and analyze various factors influence the consumers to purchase the
jewellery products.
To analyze the factors influencing perception and buying decision of consumers.
To find out the effectiveness of advertisements for jewellery products

NEED FOR THE STUDY

These days it is very clear that market is having drastic changes and all the companies are
acting according to it because to survive in the market and this should be achieved by
studying about the customer options and analysing their future requirements.
This study is definitely going to help to analyse the customer and can take necessary steps for
the improvement of the jewellery product services by the company.
Because customers are the real advertisement for any product so the company should be in
position to meet the customer requirements and also should maintain the customer
relationship.

RESEARCH DESIGN:
The research work conducted on the basis of exploratory research. This study will emphasize
the ability of the firm to clean about jewellery products.

SOURCES OF DATA:
For the purpose of present study data from two sources have been gathered namely primary
and secondary data.
1. Primary data:
In the present study primary data have been collected by method with the help of
questionnaire.
2. Secondary data:
Secondary data for the present research collected the major sources of secondary data are
given below.
Secondary data was collected from journals daries, literature, company profile and various
magazines and news paper.
SAMPLING METHOD:
For the present study purpose, simple random sampling has been selected. This particular
survey was directed only in Mysore District
Sample size
3

The sample size is of 50 respondents consisting of Consumers in Mysore city.

DATA COLLECTION INSTRUMENT USED IN THE PRESENT STUDY:

For the purpose of collecting primary data personal interview method with the help of
questionnaire has been used by the researcher, and the primary data have been gathered from
50 respondents in Mysore city.

FIELD WORK:
As stated earlier, total sample size selected for the study is 50 respondents from different
places of Mysore city, Researcher has personally met all the 50 respondents from October
2012 to March 2013 and gathered primary data for the purpose of analysis and interpretation.
TOOLS AND TECHNIQUES OF DATA COLLECTION:
For the purpose of processing, analysing, interpreting the data, the researcher in this study has
used Descriptive statistics and interpretation have been presented in the tables followed by
the appropriate pie charts, bar graphs, which are followed by conclusions.
.
LIMITATIONS OF STUDY
However we tried our best in collecting the relevant information for our research report, yet
there are always some problems faced by the researcher. The prime difficulties which we
faced in collection of information are discussed below:
1. Short time period: The time period for carrying out the research was short as a result
of which many facts have been left unexplored.
2. Lack of resources: Lack of time and other resources as it was not possible to conduct
survey at large level.
3. Small no. of respondents: Only 50 respondents have been chosen which is a small
number, to represent whole of the population
4. The study was constrained only to Mysore city. A more intensive study would be
necessary to arrive at exact conclusion.
4

REVIEW OF THE LITERATURE

This article entitled Consumer perception and Preferences of Message Structure by

Liisa Uusitalo (1978) consumer choice and decision-making is always based on some
kind of information regardless of what term (input, stimuli, cue, message, information)
we use of it The inner information processes of the consumer, reception, perception, and
processing of information, the reciprocity of information with attitudes and behaviour,
and the storage and use of information can be seen as a sub-field in a communication
system which is formed between the sender and receiver of information. This
communication system has proved to be essential both in recognising consumer wants
and in stimulating his behaviour.

This article entitled Consumer perception of product quality and the country of origin
effect by Gregory.R.Elliot (1994) Consumer attitudes to local and foreign products and the
likely "country-of-origin"

effect in "Buy Local" and "Made In..." campaigns are surveyed.

First, the importance of country of origin in relation to other product attributes is considered.
Second, country of origin is assessed as a surrogate indicator of product quality. Third, the likely
effect of country of origin on consumer choice across a range of product categories is studied
with brand name and price held constant. Across the product categories studied, respondents
rated country of origin as significantly less important as a choice determinant than product
5

quality and price. In addition, clear country-of-origin effects are identified. Consumers rate
products as being of significantly different quality when the only variation between products is
stated country of origin. Further, consumers express a marked preference for locally made
products when price, technical features, and brand name are invariant, and where the locally
made product is perceived to be superior or, at least, not significantly inferior to an overseasmade product. Where the locally made product is perceived to be of inferior quality to the
imported product, consumers generally prefer an imported product. Thus, while consumers rate
country of origin after product quality and price, when these other factors are equivalent, the
fact that the product is promoted as locally made is a positive influence on product choice.

This article entitled The effects of the service environment on affect and consumer
perception of waiting time: An integrative review and research propositions. By Julie
Baker (1996) the management of buyers perceptions of waiting time by service
businesses may be

critical to customer satisfaction. Although reducing actual waiting

time is important, what managers view as a short time to wait may feel too long to
customers. Relevant literature from architecture, environmental psychology, psychology,
physiology, operations management, sociology, and marketing is integrated to build a
conceptual model of how the service environment may influence affect and, in turn,
waiting time perception. Based on this model, propositions about how specific service
environment elements (e.g., lighting, colour, temperature) may influence affect and time
perception are presented. Finally, a research agenda and implications for service facility
design are proposed.

The article entitled Risk Perception and Reduction in the Purchase of Consumer
Services by Taylor and Francis(1993) It is suggested that the four main characteristics
of services, intangibility, heterogeneity, perishability and inseparability, greatly increase
the degree of perceived risk in the purchase of services by decreasing the certainty with
which purchases can be made. A review of the literature shows that the only two studies
have considered the difference in risk between goods and services. The present study
reports in more detail on the differences in perceived risk, its component losses and of
6

the usefulness of fourteen risk relievers in the purchase of six services. The results
confirm the hypothesis that services are riskier than products and that this riskiness is
primarily due to extra uncertainty in the purchase of services. The importance of losses
and the usefulness of risk relievers for six service offerings are reported and indicate
financial loss as being the most important loss and brand loyalty as most important risk
reliever.

The article entitled Brand trust in the context of consumer loyalty by Elena DelgadoBallester, Jos Luis Munuera-Alemn, (2001). The existing literature of brand loyalty
has been essentially focused on the roles of perceived quality, brand reputation and
especially satisfaction, due to the fact that they summarise consumers knowledge and
experiences, guiding their subsequent actions. In this context, the shifting emphasis to
relational marketing has devoted a lot of effort to analyse how other constructs such as
trust predict future intention. The fact that there are conceptual connections of trust to
the notion of satisfaction and loyalty, and that this effort is especially lacking in the
brand-consumer relationship, moves the authors to focus on analysing the relationships
existing among these concepts. Research methodology consisted of regressions and
multivariable analysis with a sample of 173 buyers. The results obtained suggest the key
role of brand trust as a variable that generates customers commitment, especially in
situations of high involvement, in which its effect is stronger in comparison to overall
satisfaction.

Consumer perception
Perception is the process by which individuals select, organize and interpret stimuli into a
meaningful and coherent picture of the world.
Perception has strategy implications for marketers because consumers make decisions based
on what they perceive rather than on the basis of objective reality.

Consumers selections of stimuli from the environment are based on the interaction of their
expectations and motives with the stimulus itself. The principles of selective perception
include the following concepts:
1.

Selective Exposure

2.

Selective Attention

3.

Perceptual Defence and

4.

Perceptual Blocking.

People usually perceive things they need or want and block the perception of unnecessary,
unfavourable or painful stimuli.
Consumers organize their perceptions into unified wholes according to the principles of
Gestalt psychology: figure and ground, grouping, and closure.
The interpretation of stimuli is highly subjective and is based on what the consumer expects
to see in light of previous experience, on motives and interests at the time of perception, and
on the clarity of stimulus itself.
Influences that tend to distort objective interpretation include Physical apprearances,
stereotypes, halo effects, irrelevant cues, first impressions and the tendency to jump to
conclusions.
Just as individuals have perceived images of themselves, they also have perceived images of
products and brands. The perceived image of a product or service is probably more important
to its ultimate success than are its actual physical characteristics.
Products and Services that are perceived distinctly and favourably have a much better chance
of being purchased than products or services with unclear or unfavourable images.
Service Marketers face several unique problems in positioning and promoting their offerings
because services are intangible, inherently variable, perishable and are simultaneously
produced and consumed.
Regardless of how well the product or service appears to be positioned, the marketer may be
forced to reposition it in response to market events, such as a new competitor, new strategies
of existing competitors, changing market dynamics, changing consumer preferences.
The quality of a product or services is judged on the basis of a variety of informational clues;
intrinsic or extrinsic. Intrinsic will be things like size, colour, flavour, aroma, packaging, look
8

and feel. Extrinsic clues will include store image, price, brand image, service environment
etc.
In the absence of the first hand experience or other information, consumers often rely on
price as an indicator of quality. How a consumer perceives a price as high, low or fair has a
strong influence on purchase intentions and satisfaction. Consumers rely on both internal and
external reference prices when assessing the fairness of price.
Consumer imagery also includes perceived images of retail stores that influence the perceived
quality of products they carry, as well as decisions as to where to shop.
Manufacturers or Retailers who generally enjoy a favourable image find that their new
products are accepted more readily compared to those manufacturers or retailers who have
less favourable or even neutral images.
Consumers often perceive risk in making product selections because of uncertainty as to the
consequences of their purchase decisions.
The types of risk that the customers perceived are:
1.

Functional Risks

2.

Physical Risk

3.

Financial Risk

4.

Social Risk

5.

Psychological Risk and

6.

Time Risk.

Customers try for reducing the risk by increasing their information search, buying from
reputable retailers, buying the expensive brands, and seeking reassurance in the form of
money back guarantees, warranties, and pre purchase trial.
The concept of perceived risk is important implications for marketers, who can facilitate the
acceptance of new products by incorporating risk-reduction strategies in their new product or
service promotional campaigns.
Perception - Perceptual Process
Kotlers Buyer Decision Process
Need Recognition
9

In this information processing model, the consumer buying process begins when the buyer
recognizes a problem or need. For example, Doug may realize that his best suit doesnt look
contemporary any more. Or, Kathleen may recognize that her personal computer is not
performing as well as she thought it should. These are the kinds of problem that we as
consumers encounter all the time. When we found out a difference between the actual state
and a desired state, a problem is recognized. When we find a problem, we usually try to solve
the problem.

Information Search
When a consumer discovers a problem, he/she is likely to search for more information.
Kathleen may simply pay more attention to product information of a personal computer. She
becomes more attentive to computer ads, computers purchased by her friends, and peer
conversations about computers. Or, she may more actively seek information by visiting
stores, talking to friends, or reading computer magazines, among others. Through gathering
information, the consumer learns more about some brands that compete in the market and
their features and characteristics. Theoretically, there is a total set of brands available to
Kathleen, but she will become aware of only a subset of the brands (awareness set) in the
market. Some of these brands may satisfy her initial buying criteria, such as price and
processing speed (consideration set). As Kathleen proceeds to more information search, only
a few will remain as strong candidates (choice set).
Evaluation of alternatives
How does the consumer process competitive brand information and evaluate the value of the
brands? Unfortunately there is no single, simple evaluation process applied by all consumers
or by one consumer in all buying situations.
One dominant view, however, is to see the evaluation process as being cognitively driven and
rational. Under this view, a consumer is trying to solve the problem and ultimately satisfying
his/her need. In other words, he/she will look for problem-solving benefits from the product.
10

The consumer, then, looks for products with a certain set of attributes that deliver the
benefits. Thus, the consumer sees each product as a bundle of attributes with different levels
of ability of delivering the problem solving benefits to satisfy his/her need. The distinctions
among the need, benefits, and attributes are very important. One useful way to organize the
relationships among the three is a hierarchical one (Figure 2). Although simplified, Figure 2
is an example of how a bundle of attributes (i.e., a product or, more specifically, personal
computer) relates to the benefits and underlying needs of Kathleen.

Buying Decision
To actually implement the purchase decision, however, a consumer needs to select both
specific items (brands) and specific outlets (where to buy) to resolve the problems. There are,
in fact, three ways these decisions can be made: 1) simultaneously; 2) item first, outlet
second; or 3) outlet first, item second. In many situations, consumers engage in a
simultaneous selection process of stores and brands. For example, in our Kathleens personal
computer case, she may select a set of brands based on both the products technical features
(attributes) and availability of brands in the computer stores and mail-order catalogs she
knows well. It is also possible, that she decides where to buy (e.g., CompUSA in her
neighbourhood) and then chooses one or two brands the store carries. Once the brand and
outlet have been decided, the consumer moves on to the transaction (buying).
Post Purchase Behaviour
Post-purchase evaluation processes are directly influenced by the type of preceding decisionmaking process. Directly relevant here is the level of purchase involvement of the consumer.
Purchase involvement is often referred to as the level of concern for or interest in the
purchase situation, and it determines how extensively the consumer searches information in
making a purchase decision. Although purchase involvement is viewed as a continuum (from
low to high), it is useful to consider two extreme cases here. Suppose one buys a certain
brand of product (e.g., Diet Pepsi) as a matter of habit (habitual purchase). For him/her,
buying a cola drink is a very low purchase involvement situation, and he/she is not likely to
11

search and evaluate product information extensively. In such a case, the consumer would
simply purchase, consume and/or dispose of the product with very limited post-purchase
evaluation, and generally maintain a high level of repeat purchase motivation.
Another type of involvement that influences the extent to which the information is processed
is called product involvement. The product involvement is referred to as the importance the
consumer attaches to a particular product, as opposed to the purchase situation (purchase
involvement). For example, one may have a low product involvement (e.g., mustard) but
have a high purchase involvement because he/she has invited important friends for a cook-out
this weekend and he/she wants to make sure that he/she can impress them with a gourmet
Dijon mustard, not with the usual yellow kind. A high level of product involvement also
increases the extent to which the consumer is engaged in information search, evaluation, and
post-purchase evaluation.
The main difference between the response of customers in service and product perception is
that a customer perceives the product in his own way after purchasing a product at a
particular price. When a customer purchases a service, the attitude of the customer is the
function of Value, Quality and the satisfaction level of the customer.
The value of the service is determined by the price he is going to pay for a particular service.
when a customer testifies the quality of a service either by his own past experience or by the
communication of the service provider after the consumption of the service the customer
measures the satisfaction level he gets from consuming the service.
Thus the customer perception regarding a service is framed by:1. The value of the service.
2. The quality of the service.
3. The satisfaction level from the service.
Since the optimum level of the Value, Quality, Satisfaction from a service is always
acceptable to the customer.
The weightage of all these factors should be maximum. Value of the service is related to the
price but sometimes the image of the service provider (Quality) excels the price hike and a
customer is ready to pay the increased price.

12

Consumer value begins to emerge in the 1990s as an issue of growing interest to business
and, in particular, to marketing, at both the academic and practitioner levels. This concept is
considered to be one of the most significant factors in the success of an organization and it
has been pointed to as an important source of competitive advantage for the firm (Mizik and
Jacobson 2003; Spiteri and Dion 2004; Woodruff 1997). Consumer value has been
recognized as the fundamental basis in every marketing activity (Holbrook 1994, 1999), and
it has been envisioned as a critical strategic weapon in attracting and retaining customers (Lee
and Over by 2004; Wang, Lo, Chi, and Yang 2004).

Recognition of the relevance of this concept has generated important research focused on the
study of its composition and its relationship with other concepts of interest to marketers such
as satisfaction, trust, and loyalty. However, even though there is a significant body of
knowledge about the concept of consumer value, this research is rather fragmented. The
extent and heterogeneity of the various studies have created a dispersed, sometimes confusing
and still-inconclusive base of knowledge about consumer value. As Wang et al. (2004)
contend, different points of view about the meaning of value are advocated in the literature,
with no widely accepted way of pulling views together. In this same sense, Ulaga (2001, p.
318) regards that "the fundamental question of how to conceptualize value still merits further
investigation." Moreover, relevant studies have not yet yielded any unambiguous
interpretations of the nature of customer value. Inconsistency pervades the terminology used,
confuses the meaning of the concept, and thus its conceptual component parts.

For these reasons, the objective of this article is to develop an integrative framework that
clarifies the confusion surrounding this very important concept. Accordingly, we analyze the
variety of terms and meanings found in the literature. We also classify and provide in-depth
commentary on the conceptual approaches available, and identify a series of common and
divergent elements among the various definitions.

It was interesting to go through the available literature. In a report it was observed that people
in India see Jewellery as matter of status, tradition and love. Not only this gold is considered
as safe mode of future investments which passes from generation to generation.
13

According to a research conducted by Tanishq buying roles of Consumer were studied in

form of various stages : Initiator : Some of womens says that they got jewellery as gift once
in their life time and maximum times they have received the same from their family
members. Influencer: Who is influencing the buying decision? It can be for family, friends,
and needs. This survey tells that none of the women were influenced by their female friends
hence they infer that women play minor role when it comes to influencing her friend in
buying of Jewellery.

Decider: Its the women who decide which jewellery to buy. Hence the end user is the decider
according to this survey.

Buyer: In case of married lady buyer is mostly herself or spouse. Whereas in case of
unmarried it is family members.

User: Initiator is mostly the user that is ladies themselves.

Buyer decision process: Normally problem recognition takes place in terms of need i.e big
occasions or attraction towards some particular design. For this information search takes
place in terms of advertisements like elder ladies in the family etc, then they evaluate the
alternatives based on various factors like trustworthy, price, design, brand name etc. Some
important factors which came up during survey was design, price, uniqueness, nearness of a
particular jeweler, shopping experience etc

It is observed that price is important factor which comes up during final purchase6.
A study on consumer attitude towards gold ornaments states gold is an ultimate love object to
Indians. It has tendency to pass away from one generation to another.

14

Jewellery designs vary from region to region. In South India designs are inspired by nature ,
in North & West India designs are inspired by Mughals like meenakari and kundan work .
With all this Indian Jewellery is also entering into International markets like USA, EU, South
East Asian countries etc.

According to study conducted on shopping for gold a ritual experience 8.This study went
through ritualization of gold buying activities keeping three propositions when Indian Women
Purchase gold , why they buy gold and actions & behavior during purchase. In depth
interviews were done. This was a qualitative research with 12 statements prepared based on
Why, when and How women purchase jewellery . They concluded with saying gold is
artifact within Indian consumer society and gold buying is ritual activity. Womens primarily
purchased gold for Jewellery, few were supporting Investment and financial security for
family and future.

A study was done for finding perception pattern of platinum jewellery , where they used
factor analysis to find principle reasons for a consumer interest and buying behavior in
platinum jewellery. The results for buying behavior was for daily wear as it looks
contemporary and goes well with western wear , it is well accepted on weddings and on
auspicious occasions of akshaya tritiya but they found gold is still better than platinum.

A report on jewellery market perception, study was done based upon jewellery buyer
preferences, behavior and attitude. In depth analysis was done on jewellery market size,
demographics of buyer and jewellery buying behavior. This research investigated key
differences in jewellery buying needs between men, they were primarily gifting to women.
Women were purchasing for self or as gift. Finally, the study of consumer perception towards
Tanishq Jewellers says that consumer taste, preferences, mindset about the gold.

COMPANY PROFILE
TANISHQ
DEFINITION:

15

Tanishq 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 Tanishq contains the word "Nishk" (meaning gold coin or necklace in Sanskrit),
although the k has been modified into a q.

"Tan" in Sanskrit/Urdu means body and "Ishq" in Urdu means love.

Hence "Tanishq" which is becoming popular as an Indian baby name means "embodiment of
love". "Tan" in Sanskrit also mean to extend or to spread.

Hence "to extend love" or "to spread love" are other meanings attributed to the name Tanishq.

Tanishq means "Touch of Gold, Purity of Gold.

Tanishq has an exquisite range of gold, gems and diamonds jewellery. It is the largest and
fastest growing jewellery brand in India. Tanishq started in 1995 and challenged the
established family jeweller system prevalent in India.

Tanishq has set up production and sourcing bases with thorough research of the jewellery
crafts of India. The Tanishq factory located at Hosur, Tamil Nadu (India) spreads over
135,000 sq ft (12,500 m2) and complies with all labor and environmental standard.

Tanishq spread awareness to the public about alleged impurity in Gold jewellery across India.
Tanishq introduced innovations like Karatmeter, the only non-destructive means to check the
purity of gold and machine made jewellery.

16

Tanishq: a sparkling journey

The Tanishq saga began in the early 1990s, primarily fuelled by the fabled Tata
entrepreneurial spirit and partly forced by circumstance.
The splendid Titan watches success story was already up and running, and happened to need
more foreign exchange to purchase the imported components and machines required to keep
up with the burgeoning watch production. But with India going through a foreign exchange
crisis, there was no help coming in, forcing Titan to search for a business that would earn
them the required foreign currency.
The first precision engineered watch, Tanishq created with 103 diamond sand pure 18 carat
gold.
Indian-made jewellery was already a big foreign currency earner and being strongly
supported by the central government, and also happened to be a very good fit with the watch
business as articles of adornment. The best known brand names in both Europe and America
had watches and jewellery together, offering further proof that the two industries are
intrinsically linked.
It was a business with a huge wealth potential and it added a very feminine offering to Tatas
long line of products that appealed mostly to the opposite gender. It also called for an
organization that inspired trust and had high order design, manufacturing, marketing and
retailing skills, and Tata fit the bill on all accounts.
A revolution in Gold Purity Standards across the country.
Tanishq was coined from a combination of Tata/Tamil Nadu and Nishq (meaning a necklace
of gold coins) and, again, from Tan, meaning body and Ishq, meaning love.
It was launched in 1994 as a range of jewellery and jewellery watches meant for the
European & American markets. But things began to change globally around this time, and the
West entered a protracted period of slow economic growth followed by recession.
Supplying jewellery to the Americans & Europeans suddenly no longer seemed an attractive
proposition.
17

Initially, the criticism for Titans foray into jewellery was loud and often bitter. Eventually,
however, the critics were silenced. Tanishq, today, is perhaps the only major Tata brand with
a strong appeal for women. Very importantly, Tanishq has brought to the market a whole new
standard of business ethics and product reliability, in the process bringing about a
transformation in the manner in which jewellery is bought and sold in India.
It has created a revolution in the Indian jewellery trade and in jewellery buying behavior, and
continues to set new parameters of excellence for others to follow.
The recent, 22000 sqft showrooms at Usman Road, Chennai.
The Indian market, on the other hand, opened its doors to the world, and was now flooded
with foreign currency.
By the time Tanishq established its manufacturing facility and entered the market, the
premises on which the project was based had altered substantially.
Foreign currency was no longer an issue, import licenses were easy to obtain and the global
demand-supply equation for jewellery had shifted in favour of buyers.
Tanishq, therefore, switched tracks and shifted its focus to the Indian market and develop a
somewhat grandiose vision of the brand as a composite avatar of Cartier, Tiffany, Esprit, and
Ernest Jones all rolled in one.

18

PRODUCT LINE & THE COLLECTIONS

PRODUCT LINE:

Tanishq Diamonds
The sparkle of diamonds has always attracted the human eye. Finding
your perfect piece of diamond jewelry is an exhilarating and unique
experience. As with any significant purchase, it is important that you
make an educated decision.

Cut and crafted with utmost care, Tanishq diamonds come with a
certificate of authenticity, stating the caratage, colour and clarity of the
stone, to enable you to know exactly what you are paying for.

No gemstone expresses human emotions more powerfully than a diamond

and

Tanishq

transforms

these

precious

stones

into

breathtaking

masterpieces, each unique and splendid in design. When it comes to

diamonds at Tanishq you will be spoilt for choice from many collections we
have to offer.

Tanishq Gold
From the traditional Harames, mangalsutras and thalis to the more
fashionable earrings, chains, bracelets and rings, there is a lot to choose
from at Tanishq. In India Gold has always been associated with security
and is the most valuable form of investment.
19

However, it has been observed that consumer is an easy target to several

malpractices like under karatage, under valuation of the gold sold and
unfair buy back policies due to the lack of awareness about these issues.

Tanishq propagates ethical practices not only by assuring the customer

purity and selling policies, but also fair policies to the karigars who craft
the jewelry Tanishq's designs in Pure 22k gold are not only unique,
expressing the wearer's individuality but each piece is subject to the
intricate process of design, crafting and stone setting with stringent
quality standards at every point.

At Tanishq, we cater to every occasion. Our collections in gold abound

from the grandiose wedding collection to exotic kundan and polki, from
the stunning Aarka collections to the exclusive Nakashi work. We ensure
that we have something for everyone with our baby range, 9 to 5 for the
working woman and high fashion, men's wear, teen's collection and
regional specific designs.

Tanishq Platinum
Metal at its best.

Pure :
Platinum's purity endows it with a brilliant white luster. This helps to
reflect the true radiance of diamonds. Because it is generally 95% pure
(18 karat gold is 75% pure), platinum jewelry does not fade or tarnish and
keeps its looks for a lifetime.
20

Rare:
Platinum is rare, the coveted treasure of discerning individuals. There is
very little platinum on this earth and it is found in very few places around
the world. This exquisite metal is 30 times rarer than gold. Platinum's
rarity makes it exclusive and distinctive - a celebration of your
individuality.

Eternal:
Platinum jewelry is the perfect choice for a lifetime of everyday wear.
Platinum does not wear away and holds precious stones firmly and
securely. All precious metals can scratch, and platinum is no exception.

However, the scratch on a platinum piece is merely a displacement of the

metal and none of its volume is lost. Some of the world's most famous
gems are set in platinum, such as the Kohinoor diamond, part of the
British crown jewels.

Platinum and White Gold are distinctly different materials and must not be
confused. Platinum is a metallic element while White Gold is a Gold alloy,
which gets its white colour due to palladium or nickel. Tanishq's Platinum
represents excellent value for money. The price may be higher than a
similar item in gold but platinum is pure, rare, enduring, beautiful,
luxurious, classic, and the perfect host for diamonds; precious qualities
that

make

it

21

worth

paying.

THE COLLECTIONS:
The Diamond Collection:
No gemstone expresses human emotions more powerfully than a diamond After all, a
diamond is timeless and finding your perfect piece of diamond jewellery is an exhilarating
and unique experience. Cut and crafted with utmost care the diamond collection renders each
piece eternal.

Tanishq carefully selects from a variety of shapes like baguettes, marquise, pear, cuts like,
princess and rose and settings like pave, prong and bezel to ensure that the natural brilliance
of every diamond is captured in a masterpiece.

Celebrate a new dawn. A new chapter. A new life with this contemporary take on tradition
Diamonds, precious stones and you.
Diamonds, pearls and precious stones set in white gold that can be worn in more ways than
one. A single piece becomes something completely different. And you become another you.
The Wedding Collection

Its not just any wedding. It's yours. The special time in your life when all eyes are on you, so
look the best you ever will in undoubtedly irresistible Tanishq jewellery that honours the
specialness of every mood, ceremony and community in gold, diamonds, kundan, polka &
precious stones.

The Tanishq Blush collection is a golden expression of what lies beneath every womans
tough exterior. A light and youthful combination of femininity, filigree and fine workmanship
available as 18K gold pendants and earrings.

22

The bride blushes; everyone around smiles; the shenai announces festivity; the priests chant
auspicious promises; She walks demurely; A vision of beauty; Her jewels are exquisite;
Crafted by the best in the land; As pure as the blessings bestowed on her.

Tanishq Glam Gold. An exquisite fusion of intricate Gujarati gold work &
Rajasthanimeenakari.
The Zoya Collection:
Intricacy coupled with the simplicity; The magnificence of history interwoven with linear
contemporary; Secrets of the pharaohs masked with the mystery of the cosmos; oriental art
embellished with occidental architecture; nature's bounty matched with man's ingenuity.
The Fashion Earring Collection:
The Fashion earring collection', has a range of over 300 exclusive designs. Keeping in tune
with the raging popularity that earrings currently enjoy, the Tanishq design team has created
the Fashion earring collection, inspired by the evergreen Jhumkas or Karnaphools and the
trendy Chandelier and delicate Stiletto designs.
Kundan and Polki Collection:
Influenced by the mughal era Kundan work requires special craftsmanship and a myriad of
stages, each crafted by a different set of highly skilled karigars.
Tanishq as a revitaliser of tradition brings to life techniques and motifs of the period through
our exquisite collections of Kundan and Polki (uncut diamonds).
It is difficult for jewellers to ensure the purity and correct grammage of the product since it
involves so many stages. However, Tanishq ensures the karatage and net wt of the product.
The Colors of Royalty Collection:
Colours of Royalty a range of exquisite studded jewellery, reminiscent of the magical
Victorian era. The collection is inspired by the classic design essence and sensibilities found
in the architecture, fashion, design, drapes and patterns of the Victorian period.
Tanishq has incorporated the timelessness of these styles into exquisite jewellery designs to
present a collection where fashion and tradition converge.
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This line of precious stones and diamond jewellery in 18k from Tanishq comprises more than
200 pieces and is by far the largest studded collection launched by us.
This exclusive collection was launched at the Ponds Femina Miss India 2006, where the 25
finalists wore it. The Colours of Royalty is a line of exclusive gems and stone studded
jewellery that reflects the grandeur of India's rich past represented through the varied
meanings associated with colours in our lives.
The Moham Collection
The collection comprises designs, motifs inspired by nature that have been beautifully crafted
to make them the most desirable possession this season.
Moham is a range of exclusive ruby studded jewellery that embodies the auspiciousness the
color red has in our lives. Rubies have been associated with prosperity, passion and have been
the most coveted gemstone for many years. It is a must have for a Indian women. This range
attempts to strike a balance between convention and fashion by creating designs suitable for
the progressive Indian woman, rooted in her tradition.
This line of Ruby studded jewelry from Tanishq is available in both 18k and 22k. This launch
reiterates Tanishq's focus on catering to region specific tastes and preferences.
India offers great potential for the Moham collection where Ruby studded jewellery enjoys
great popularity and acceptance. Consumer survey indicates that women attach great
inspirational value to rubies, second only to diamonds.
The Aria Collection

The Tanishq Aria collection is inspired by the delicate beauty of flowers and is crafted into
over 300 designs of sheer floral brilliance. This spectacular collection is available as
necklaces, pendants, rings, earrings and complete sets.
Aria is a collection of variety of everyday jewellery which depict various moods and feelings:

Mysteries of love
Mysteries of passion
Mysteries of envy
Bewitching
24

Fascinating
Enchanting
Hypnotizing
Sensuous
Captivating.

TANISHQ FOR YOU:

At Tanishq its not just the products, its the experience that matters. We make sure that we
give you the premium quality of not only product but service as well.
Tanishq not only has an exquisite range of designs to meet all your requirements we also
offer the benefit of any modification or customization on products
There are host of value added services that you can avail of at Tanishq like that golden
harvest savings scheme, gift voucher, purchase, exchange of gold and diamonds etc.
Company profile
Chairman & Managing Director
Shri Anurag Singh
Director - Consumer Fixed Access (CFA)
Shri Rajesh Wadhwa
Director - Consumer Mobility (CM) & (Enterprise)
Shri R.K.Agarwal
Govt. Director
Shri S.R.RAO
Government Director
Shri Maruthi P. Tangirala
Director
Shri AshishGuha

25

TANISHQ RETAILING
Tanishq ventured into jewellery retailing in 1996 through exclusive stores, both company
owned and franchise outlets, a concept unique to branded jewellery segment at that time. In
just over a decade Tanishq has achieved several milestones and today is the largest jewellery
brand in the country with a turnover of Rs. 1250 crores in the last fiscal.
This success of Tanishq is a result of an exclusive blend of exquisite designs, trust and
reliability, innovation; highly focused communication strategy and innovative retail strategy
.innovation have been the hallmark of Tanishq all these years.
Tanishq has constantly formulated an innovative product strategy this journey in line with the
evolving consumer tastes. Tanishq Design Studio has created exquisite and varied collections
like Fashion earrings, every day, high-end Zoya collection among others aimed at distinctive
consumer segments.
Similarly Tanishq has undertaken several unique retail initiatives keeping in mind the
customer demand for a world class shopping experience. As such Tanishq retail identity has
evolved over the years to offer large format and concept stores that reflect the brands
philosophy of being Revitaliser of Tradition.
Tanishqs retail strength goes beyond its innovative identity and extensive reach. Tanishq has
undertaken several unique retail and marketing initiatives like creating purchase triggers like
Doctors Day / Professional Day etc that were unexplored avenues in the industry.
Tanishq has also endeavored to be part of every occasion in an Indian womans life through
festive promotions, customer contact programme as well as through Anuttara, Tanishqs
exclusive consumer reward programme etc.
Following more than 40% percent growth in operations last year, Tanishq will invest
extensively during 2008 in marketing and retail initiatives to further develop the market. In
addition, Tanishq will build new logistics centres and upgrade existing ones, laying a solid
foundation to meet future competition.

26

Tanishq is the first and only jewellery brand to have organized mass jewellery retail chains
across the country. As our company expands, more and more people will be able to share our
mindset.
Brand Tanishq is for every Indian woman; it is at all times keyed-in to their ever-changing
demands, moods and tastes. It conveys a feeling of self-confidence and individualism that
characterizes the Indian woman. The offerings are in tune with fashion and yet do not lose
touch with tradition.
Tanishq the "Revitaliser of Tradition"
Tanishq has opened first-of-its-kind concept stores at Fort Knox Kolkata, South Extension
Delhi, Kormangala Bangalore and Bund Garden Pune.
These stores reflect the new retail identity of Tanishq the 'Revitaliser of Tradition' and
combine the grandeur of the past with the reality of the present without losing its inherent
character and appeal.
The introduction of the idea of a concept store catapults Tanishq's unique brand identity in the
retail space and takes jewellery retailing in India to a new level.
The concept stores will take Tanishq closer to making it the complete jewelry brand catering
to varying consumer needs and tastes across all consumer segments and also provide
customers a unique and innovative buying experience.
The theme 'Revitalizer of Tradition' has been incorporated in all the design aspects for the
new concept stores. The stores have a contemporary feel while retaining the flavor of the
past.
Traditional craftsmen were used to create a period ambience so that the store replicates the
authentic period look with its stunning sand stone arches and special motifs inspired by the
inlay work of the TajMahal for the North and East stores and the Chettinad influences for the
South stores.
Tanishq has plans to extend its retail experience to a larger consumer base by launching more
concept stores across the country.

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MARKETING
Marketing Equals the Four Ps
Part of marketing is identifying the mix of "Ps" that makes your service unique. This is also
called your marketing mix. The next step is to shape your marketing mix and position its
components to create a unique identity for your business that attracts and retains customers.
Your market position is one or more selected benefits or features that make your operation
unique and different.
The following steps will help you define your marketing mix:
Identify your target market.
Determine what the target consumer desires.
Assess whether you have any advantages over your competition in delivering the
desired service.
Choose the position that is most valued by the consumer.
PRODUCT PLACE (DISTRIBUTION) PROMOTION PRICE (COST)
Features Location Publicity List Price Optional Services Frequency of Service Sales
Promotion Discounts Product Quality Transportation Personal Selling Credit Terms Staff
Quality Distributors Advertising Inclusive/notStyle Inventory Mailing List Remoteness
Brand Name Packaging Guarantees Tanishq has excelled in 4 Ps of marketing and hence it
is the top brand in India.
TANISHQ MARKETING STRATEGY
When Titan launched Tanishq in 1995, the jewellery industry in India valued at Rs 40,000
crore was mostly unorganized, with around 3.5 lakh players. India was the second largest
consumer of gold in the world after USA. Before 1992, only the Metal and Mineral Trading
Corporation and the State Bank of India were allowed to import gold. In 1992, as part of
economic liberalization, the government abolished the Gold Control Act of 1962, allowing
free import of gold.
In 1993, private companies were allowed to enter the hitherto restricted gold and diamond
mining industry. Foreign investors were allowed to hold up to 50% equity in mining ventures.
In the 1990s, a number of brands entered the Indian jewellery market. In 1995, Mumbai
28

based jewellery exporter, Gitanjali Jewels, started selling 18-carat gold jewellery under the
brand name of Gili Su-Raj (India) Ltd. launched its 22-carat gold and diamond jewellery in
1997.
Other well known domestic players included Tribhovandas Bhimji Zaveri, Mehrason's and P.
C. Chandra. Among the foreign players who entered the market were Cartiers, Tiffany, De
Beers and Ashton Mining.
Titan realized that there was a huge untapped market for branded jewellery in India. The
critical success factors in the business were quality, fashionable design, and good after-sales
service.
Titan also observed that the changing lifestyles demanded lighter and trendier jewellery. After
its launch, Tanishq faced several problems. With its original focus on exports, Tanishq's
designs had been conceptualized for the Western markets and were introduced in India
without any alterations. Formal consumer surveys showed that though brand awareness was
quite high, it suffered from several negative perceptions. Many potential customers thought
the products were over priced and associated the brand only with the rich.
Retailing
Since the European designs in 18-carat gold did not find any takers in 1997, Tanishq
introduced 22-carat ornaments. Customer surveys revealed that gold jewellery was not
bought so much for design as for value.
Titan also decided to do away with the shop-in-shop formats and started retailing its jewellery
through exclusive Tanishq outlets from 1998.
Titan realized that, given the diverse nature of Indian ethnicity, it would have to satisfy the
tastes of all regions. So, the designs became more ethnic.
Titan also decided to transpose designs by stocking Bengali designs in Delhi, Keralite designs
in Tamil Nadu and typical designs from Tamil Nadu in Bombay in order to appeal to a variety
of people.
The same year, Tanishq entered the studded jewellery segment, which it had ignored for long.
Titan also tapped institutional customers also. In 1998, it launched the corporate gold gift
scheme.

29

When you want to say thank you, say it in gold'. In 1999, Tanishq delivered gold coins worth
Rs. 20 crores to Maruti Udyog Ltd., to be given away as gifts to Maruti car owners. In early
2000, it made miniature gold cars for Hyundai Motors to be given to select dealers.
The Tanishq strategy for the coming couple of years relies on two things increasing
penetration in the domestic markets and going abroad in order to diversify its revenue
portfolio.
THE JEWELLERY MARKET:
Jewellery play a significant role in Indian customs and traditions, making this sector integral
to the economy and one of the fastest growing industries in the country. Worldwide, the gems
and jewellery industry has been growing at a good pace and is currently estimated at over US
$ 130 billion. In India, it accounts for nearly 20 per cent of total Indian exports. It provides
employment to 1.3 million people directly and indirectly.
The Indian market is laden with gold jewellery of varying karatage, which has seen huge
appreciation in value terms in recent times.

The Gold Rush

In the late 1990s, the Indian jewellery market witnessed a shift in consumer perceptions of
jewellery. Instead of being regarded as only an investment option, jewellery was being prized
for its aesthetic appeal. In other words, the focus seemed to have shifted from content to
design.
Trendy, affordable and lightweight jewellery soon gained familiarity. Branded jewellery also
gained acceptance forcing traditional jewellers to go in for branding. Given the opportunities
the branded jewellery market offered;
The number of gold retailers in the country increased sharply. Branded players such as
Tanishq, Oyzterbay, Gili and Carbon opened outlets in various parts of the country.
Traditional jewellers also began to bring out lightweight jewellery, and some of them even
launched their in-house brands.
However, the share of branded jewellery in the total jewellery market was still small (about
Rs. 10 billion of the Rs. 400 billion per annum jewellery market in 2002), though growing at
a pace of 20 to 30 percent annually.
30

The branded jewellery segment occupied only a small share of the total jewellery market
because of the mindset of the average Indian buyer who still regarded jewellery as an
investment.
Moreover, consumers trusted only their family jewellers when buying jewellery.
Consequently, the branded jewellery players tried to change the mindset of the people and
woo customers with attractive designs at affordable prices.
Gold Jewellery Market in India:
Before the liberalization of the Indian economy in 1991, only the Minerals and Metals
Trading Corporation of India (MMTC) and the State Bank of India (SBI) were allowed to
import gold. The abolition of the Gold Control Act in 1992, allowed large export houses to
import gold freely.
Exporters in export processing zones were allowed to sell 10 percent of their produce in the
domestic market.
In 1993, gold and diamond mining were opened up for private investors and foreign investors
were allowed to own half the equity in mining ventures.
In 1997, overseas banks and bullion suppliers were also allowed to import gold into India.
These measures led to the entry of foreign players like DeBeers, Tiffany and Cartiers into the
Indian market. In the 1990s, the number of retail jewellery outlets in India increased greatly
due to the abolition of the Gold Control Act.
This led to a highly fragmented and unorganized jewellery market with an estimated 100,000
workshops supplying over 350,000 retailers, mostly family-owned, single shop operations.
In 2001, India had the highest demand for gold in the world; 855 tons were consumed a year,
95% of which was used for jewellery. The bulk of the jewellery purchased in India was
designed in the traditional Indian style.
Jewellery was fabricated mainly in18, 22 and 24-carat gold. As Hallmarking was not very
common in India, under-caratage was prevalent. According to a survey done by the Bureau of
Indian Standards (BIS)
Most gold jewellery advertised in India as22-carat was of a lesser quality. Over 80% of the
jewellers sold gold jewellery ranging from13.5 carats to 18 carats as 22-carat gold jewellery.
31

The late1990s saw a number of branded jewellery players entering the Indian market. Titan
sold gold jewellery under the brand name Tanishq, while Gitanjali Jewels, a Mumbai-based
jewellery exporter, sold 18-carat gold jewellery under the brand name Gili.
Gitanjali Jewels also started selling 24-carat gold jewellery in association with a Thai
company, PrandaSu-Raj (India) Ltd. launched its collection of diamond and 22-carat gold
jewellery in 1997.
The Mumbai-based group, Beautiful, which marketed the Tiffany range of products in India,
launched its own range of studded 18-carat jewellery, Dagina.
Cartiers entered India in 1997 in a franchise agreement with Ravissant. Other players who
entered the Indian branded gold jewellery market during the 1990s and 2000-01included Inter
gold Gem Ltd., Oyzterbay, Carbon and Tribhovandas Bhimji Zaveri (TBZ)
Gold Jewellery Becomes Fashion Accessory
Till the early 1990s, the average Indian bought jewellery for investment rather than for
adornment.
Jewellery made of 18-karat gold was not favored as it was considered a poor investment.
Confidence in the local jeweller was the hallmark of the gold jewellery trade in India.
A jeweller or goldsmith in a local area had a fixed and loyal clientele.
The buyer had implicit faith in his jeweller. Additionally, the local jeweller catered to the
local taste for traditional jewellery. However,
Since the late 1990s, there was a shift in consumer tastes: women were increasingly opting
for fashionable and lightweight jewellery instead of traditional chunky jewellery.
There was a rise in demand for lightweight jewellery, especially from consumers in the 16 to
25 age group, who regarded jewellery as an accessory and not an investment.
The new millennium witnessed a definite change in consumer preferences.
According to Samrat Zaveri, CEO of Trend smith, "Research shows that the Indian jewellery
sector is in the transition phase with consumers' desire for possession of jewellery for its
aesthetic appeal and not as a form of investment."In October 2002, Trend smith conducted a

32

survey to understand the shifting needs, motivations and aspirations of consumers in the
jewellery market, and to identify new trends and opportunities.
The research study arrived at the following conclusions: The Indian market was witnessing an
accelerated shift from viewing jewellery as an investment to regarding it as aesthetically
appealing ornaments. The focus had shifted from content to design. The younger generation
was looking at trendy, contemporary jewellery and clearly avoiding heavy,
In Traditional gold jewellery the consumer wanted a wider selection at a single convenient
location and expected an international shopping experience. The Indian consumer was willing
to experiment with new designs.
In the late 1990s and early 2000s, with the increase in the number of designers from design
schools such as the National Institute of Fashion Technology (NIFT), a wide range of new
designs became available. In addition, the growing number of manufacturers needed a
retailing platform with global and national reach. All these led to the proliferation of branded
jewellery players.
Tanishq - Strategies for Wooing Customers
In the late 1990s, players in the branded gold jewellery market formulated strategies for
wooing customers. According to Jacob Kurian (Kurian), Chief Operating Officer of Tanishq,
the challenges were many.
As the jewellery market was highly fragmented, lacked branding, and allowed many
unethical practices to flourish, Tanishq worked hard on a two-pronged brand-building
strategy: cultivate trust by educating customers about the unethical practices in the business
and change the perception of jewellery as a high-priced purchase said Kurian, "We are
changing the attitudes of customers from blind trust to informed trusts. To increase its
market share, Tanishq formulated a strategy for luring people away from traditional
neighborhood jewellers. Tanishq's strategy was to create differentiation and build trust.
According to Kurian, the first part of the strategy was "to provide a point of differentiation in
a highly commoditized category which is the whole point of branding."12 The second part
of the strategy was to project Tanishq as an unimpeachable mark of trust. According to
Kurian, "If differentiation plays the role of primary attraction, trust takes care of lifelong
loyalty."13 One way to create differentiation was through design
33

The emphasis had to be on design because local jewellers could offer to design any pattern
according to the customer's specifications. For a national brand a generic design concept with
regional variations had to be evolved. For this, Tanishq set up a seven member in-house
design team and also outsourced designs from freelance designers.
The designers travelled the length and breadth of the country to get feedback on Tanishq's
designs and learn about customer preferences. On the basis of this feedback, each showroom
could select the designs it would carry. To stay ahead of competition from local jewellers,
Tanishq decided to focus on quality control.

In 1999, it introduced carat meters which

showed the purity of gold. In fact, Tanishq's USP was the purity of its gold. Accordingly, the
company's ad campaigns emphasised the purity aspect of all Tanishq ornaments. In
November 2002, Tanishq introduced a new collection of jewellery called 'Light weights. 'The
collection featured neckwear, earrings, bangles, rings and chains in 22 karat gold with prices
starting at Rs 1,100.It also launched Lightweight Diamonds, with prices starting at Rs 3,000.
Tanishq focused not only on urban markets, but small town markets as well. Real estate was
less expensive in the small towns than in large urban centers. Besides, competition from
stores in small towns was less stiff than competition from the large jewellery stores in the
metropolitan cities. According to Kurian, the best returns on investment came from small
towns.
All that Glitters is not gold Branded jewellery players will continue to face lot of competition
from local jewelers. In order to gain market share, they will have to come up with designs
that customers want and win the trust and confidence of consumers by hallmarking and
demonstrating the purity of the gold used by them.
To compete with traditional players, branded players must also find some way to differentiate
themselves. While the success of a particular brand will depend on differentiation,
affordability and quality will be a key element in sustaining a brand.
In addition, branded players require focused advertising and astute salesmanship to compete
with traditional jewelers

34

Besides the major brands- Tanishq, Carbon, Oyzterbay, Giliand Trend smith- several regional
players have opened branches to leverage the trust and reputation that they have built up over
the years. This is going to add to the competition in the branded jewellery market. Most of
the branded jewellery players in India focused on yellow gold;
Only a few of them experimented with the pink and white forms of gold. Some of the players
also used diamonds and platinum, which appear to have a good future in the Indian jewellery
market.

TANISHQ MARKET RESEARCH

MARKET RESEARCH ON TANISHQ
Tanishq emerges as the best known brand with the highest awareness and recall. The
difference between the leaders and the followers is always greater when the former have a
head start. And when the pace and efforts of the leaders intensify, the possibility that they will
continue to be at the top is a foregone conclusion.
The Solitaire - TNS Survey shows that Tanishq is the best known brand across the three cities
of Mumbai, New Delhi and Bangalore, a finding which lends credence to the leadership
factors. More than 65 per cent of the target audience had no hesitation in coming up with the
name, proving that the extensive branding exercise undertaken by Tanishq (a division of the
Tata group company, Titan Industries) has paid off well.
Two decades in the business, over 70 retail outlets across the country and pioneering efforts
to make jewellery buying into an unforgettable shopping experience - all these factors
combined to make the brand into a household name.
India's Top Ten Best Known Jewellery Brands:
The Survey
The Indian jewellery industry is seeing unprecedented activity on the market front with new
entrants coming in all the time. Consumer behaviour also is undergoing a transformation. The
Solitaire-TNS Survey to find out India's best known brands (and other pertinent details) was
initiated with a view to assist and equips the industry with information that goes beyond the
ordinary.
"Men buy products while women choose brands," says model-turned-designer and CEO of a
35

billion dollar company, Kathy Ireland, a fact which jewellery brand managers in India will
not refute. Hence the Solitaire - TNS Survey across Mumbai, New Delhi and Bangalore was
targeted solely at women.
While the sample size was small, 600+, the fact that the target group was covered in and
around shopping malls, banks, corporate areas and commercial zones, made the sample more
relevant to the objectives. The survey was conducted through personal interviews over a
period of 15 day.
What Did Women Really Buy?
An interesting question is whether there is a difference in what women consider as India's
best brands and what they finally opt for.
Quite naturally, price structure and affordability are in conflict with aspirations.
However, there has been little or no difference observed in our target group in their choices.
This may be because most jewellery brands have a varied price range that caters to women
belonging to different segments of society.
Even in a high-profile brand at least a few lines are made affordable to most people.
Thus, the toppers in the best known category come up trumps even here.

What Woman Want?

While Tanishq and a few other regulars do occupy women's mind space, the good news for
other brands is that women are not unduly influenced by the aspirational longings of their
hearts.
A long history of fascination for the yellow metal as a status symbol and as an instrument of
security and its easy convertibility to cash has most women, both working and non-working,
picking up gold jewellery without precious stones as their most preferred jewellery. With the
economy moving upwards and income levels increasing, gold consumption in India is
showing tremendous growth.
WGC reports that there has already been a 50 per cent increase in the first half of 2005 over
the same period last year! With established jewellery manufacturers (read brand owners)
36

recognizing the everlasting appeal of gold among Indian women, jewellery brands in the
future might see more visible usage of gold.

22 carat yellow gold jewellery is the most preferred gold jewellery.

Diamond studded jewellery is the next highly preferred.

40 per cent of the working women are willing to try new jewellery outlets.
32 per cent of non-working women opt for this too.

Where Do Women Buy From?

As constant as their liking for gold, Indian women are totally rooted in the choice of the place
from where they buy their jewellery.
In this case, the traditional/independent jeweller seems to have no competition at all from the
new generation brand stores, malls, etc. But there are changes happening. Working women,
the survey points out, are more open to trying out branded and new retail outlets. With an
amalgamation between the old and the new marketing strategies, independent/family
jewellers have also created indelible brands.
Thus, in the final reckoning, most women are brand-conscious and opt either for the ones that
are highly visible or those that have been embedded in their buying culture through family
association.

PROMOTION, ADVERTISING & PUBLIC RELATION

Promotion :
Tanishq launches Free gold coin offer campaign July 19, 2008 (India)Tanishq launched its
"Get Gold free with Diamonds" promotional offer were customer be entitled to win at least
one 22-kt one-gram gold coin on every purchase of diamond jewellery worth Rs 5,000 and
above.
"Get Gold free with Diamonds' caters to the aspirations of Indian woman by providing an
opportunity to own diamond jewellery and win gold, which is a huge investment opportunity.
Akshaya Tritiya is one of the four most auspicious days of the Vedic calendar. The Akshaya
37

Tritiya pre-booking scheme along with the 10 per cent deduction on making charge offer is
available across all Tanishq boutiques
Advertising:
Ms Karishma Kapoor the bollywood actress is the brand ambassador of the Product Tanishq.
T V Advertisement:
Tanishq focus on the emotional attachment in the advertisement like engagement, marriage
and such other occasions.
Print advertisement:
In leading news paper and famine magazines are targeted to do the advertisement.
In short they know their target market and hence do advertising as required. Bollywood tieup: Has done tie up with Paheli where in the movie Ms Rani Mukherji Was seen wearing
Tanishq jewellery throughout and in Jodha Akbar Movie were they launched a product line
named Jodha Akbar.
SOME OF TANISHQS COMPETITORS:
Asmi
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

Nakshatra Diamonds
The world renowned Nakshatra diamonds were launched in2000, with an equally dazzling
Aishwarya Rai as its brand ambassador. In the present scenario Nakshatra diamonds occupy a
leading position in the fashion diamond jewellery 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.
38

Gili
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
D'damas Diamonds are part of Gitanjali Digico Group and one of the earliest diamond houses
established in India in1966.
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
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 Ad or a 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.
Kiah Diamonds
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 diamond shave won the Best Showroom in the DTC Diamond Season for 2005 to
2006Awards & Accolades
39

Over the years Titan Industries has received several prestigious awards and distinctions.
Some of the recent and most noteworthy recognition's are:
Corporate

Bhaskar Bhat, MD receives the CEO of the Year award at the 2012 Business

Standard Annual Award in March 2013

Titan is one of the ten winners of International Innovation Competition organised by
Management Innovation Exchange (MIX) in association with Harvard Business

Review and McKinsey in February 2012

Best Company Governed Award 2012 by the Asian Centre for Corporate Governance
& Sustainability Titan Industries Awarded the Fabulous 50 company award by
Forbes Asia in December 2012
Titan Industries wins the Client of the year award at the Campaign India Digital

Media Awards 2012

Titan Industries Wins 3 awards at the ET Retail Awards 2011BhaskarBhat, MD
awarded the ET retail personality of the Year at ET Retail Awards 2011

Watches
Titan designer, Mahendran C, wins the Red Dot design award for Edge skeletal.
Titan HTSE wins best marketing Campaign award at Watch World Awards 2012 organised by
Chitralekha group
IAMAI Digital Media Awards: Gold Awards for Titan & Fastrack". Brand Trust Report
Card(2012) : Titan Is 12th most trusted across categories, Fastrack is 19th in India Four
awards for Titan and one award for Fastrack at the "Creative ABBY Awards 2012".
Jewellery
Tanishq Design Studio bags three prestigious design awards in January 2013.
Jewellery Division factory wins State Safety Award presented by Tamil Nadu Government in
December 2012
Jewellery Division was presented the Rolta Corporate Award 2011 for securing 22nd position
among top 500 hundred companies in India.
Images Fashion Award for most Admired Jewellery Brand of the year for Tanishq in March
2012

Award for Tanishq at the Creative ABBY awards 2012.

Campaign India Digital Awards: Gold award in Best Microsite Category in 2012
40

Tanishq: A Sparkling Journey. The Tanishq saga began in the early 1990's, primarily fuelled
by the fabled Tata entrepreneurial spirit and partly forced by circumstance.
The splendid Titan watches success story was already up and running, and happened to need
more foreign exchange to purchase the imported components and machines required to keep
up with the burgeoning watch production. But with India going through a foreign exchange
crisis, there was no help coming in, forcing Titan to search for a business that would earn
them the required foreign currency.
Indian-made jewellery was already a big foreign currency earner and being strongly
supported by the central government, and also happened to be a very good fit with the watch
business as articles of adornment. The best known brand names in both Europe and America
had watches and jewellery together, offering further proof that the two industries are
intrinsically linked.
It was a business with a huge wealth potential and it added a very feminine offering to Tata's
long line of products that appealed mostly to the opposite gender. It also called for an
organization that inspired trust and had high order design, manufacturing, marketing and
retailing skills, and Tata fit the bill on all accounts.
Tanishq was coined from a combination of Tata/Tamil Nadu and Nishq (meaning a necklace
of gold coins) and, again, from Tan, meaning body and Ishq, meaning love.
It was launched in 1994 as a range of jewellery and jewellery watches meant for the
European & American markets. But things began to change globally around this time, and the
West entered a protracted period of slow economic growth followed by recession. Supplying
jewellery to the Americans & Europeans suddenly no longer seemed an attractive
proposition.
Initially, the criticism for Titan's foray into jewellery was loud and often bitter. Eventually,
however, the critics were silenced. Tanishq, today, is perhaps the only major Tata brand with
a strong appeal for women. Very importantly, Tanishq has brought to the market a whole new
standard of business ethics and product reliability, in the process bringing about a
transformation in the manner in which jewellery is bought and sold in India.
41

It has created a revolution in the Indian jewellery trade and in jewellery buying behaviour,
and continues to set new parameters of excellence for others to follow.
The Indian market, on the other hand, opened its doors to the world, and was now flooded
with foreign currency. By the time Tanishq established its manufacturing facility and entered
the market, the premises on which the project was based had altered substantially.
Foreign currency was no longer an issue, import licences were easy to obtain and the global
demand-supply equation for jewellery had shifted in favour of buyers. Tanishq, therefore,
switched tracks and shifted its focus to the Indian market and develop a somewhat grandiose
vision of the brand as a composite avatar of Cartier, Tiffany, Esprit, and Ernest Jones all
rolled in one.

Community Development and CSR Policy

Titan Industries has a clearly defined policy for Corporate Social Responsibility (CSR). As
part of the company's CSR initiative, the manufacturing units of Watch and Jewellery
Divisions at Hosur have acquired the certifications 'ISO 9001: 2000 Quality Management
System Standards' and 'ISO 14001:2000 Environment System Standard' emphasising the
efforts to be an ecologically responsible organisation.
The company's diverse CSR initiatives include:
Children's education
Enabling the disabled
Artisan parks
Women's empowerment
Environment management programmes

Miscellaneous community initiatives

Titan Industries' community initiatives are committed to build partnership for social
development, focus on sustainable initiatives and improve the quality of life of the
42

communities where the initiatives operate. With a dedicated force of 250 enthusiastic
employee volunteers, the company has formed a Community Development Forum. This
forum works towards mobilising society and volunteers to make the community initiatives a
success. The company's miscellaneous community development activities include orphanage
support, HIV/Aids awareness, village adoption, vision improvement program, a program to
provide work to rural unemployed women, community rehabilitation, tsunami relief work,
eradication of child labour and environment protection, to name a few. The company has
made a positive change in the lives of over 2000 people.

Corporate responsibility begins at home

Titan Industries believes that corporate responsibility begins with the employees. The
company ensures that the harmony, peace and inclusive approach at work place are
maintained. Efforts are made to engage the employees in programs designed to fulfil our
ecological and social responsibility. Various work-place initiatives are conducted to achieve
this: War on Waste - an initiative that reduced the impact of manufacturing operations on the
environment. At Titan Industries, Corporate Social Responsibility is more than philanthropy it is an internal process that reflects the soul of the company.

Successful CSR programmes:

Titan Industries has embarked on and completed several community development
programmes as part of its CSR initiative. A few among these successful projects are:
Titan Scholarship:
For students in Dharmapuri and Krishnagiri districts (Tamil Nadu), based on academic
performance and socio-economic background for over 550 students form the economically
backward

section

Titan Industries has embarked on and completed several community development

programmes as part of its CSR initiative. A few among these successful projects are:

43

Titan Township:
A sustainable community in Hosur (Tamilnadu), that provides housing to 1300 residents
collaborating with NGOs MCA and Ashraya
Employment
To over 120 physically challenged people

KarigarPark :
A social entrepreneurship project with six parks, benefiting over 400 artisans
Titan School and Titan Foundation for Education:
A primary school with over 550 students, expanding to classes IX and X with a provision to
accommodate 160 more students.
Meadow Project (Myrada) - a collaborated effort with self-help groups of rural women to
provide gainful employment to more than 400 rural women in and around Hosur (Tamil
Nadu)

Recognition of CSR:
As an appreciation of its significant contribution to the community welfare, Titan Industries
has received the 'President of India's Award' for employing the disabled. Titan Industries, a
signatory to the Global Compact, is a recipient of the prestigious 'Helen Keller Award' and the
'Mother Teresa Award'. The company has also been ranked as one of the top four, top ten and
Top eleven companies in the 'Karmayog CSR Rating of India's Top 500 Companies' in
December 2007, 2008 and 2009 respectively.

Other noteworthy awards for CSR include:

-FICCI-SEDF Award for Social Responsibility
44

- The Rotary Club of Bangalore Award for Corporate Citizenship

- The PHDCII Award for Good Corporate Citizenship
Ranked among the nation's best corporate citizens, Titan Industries is committed to take on
the social responsibility and fulfil it with dedication.

ANALYSIS OF DATA AND INTERPRETATION

Table no.1:
Purchase On the basis of Gender factor
Gender

No of respondents

Percentage

Male

18

36%

Female

32

64%

Total

50

100%

Source: Field Survey

45

Percentage
Total
Percentage
Female

Male
0%

20%

40%

60%

80%

100%

Interpretation:
The above Table shows that out of 50 Respondents 64% Respondents are Female and
remaining 36% respondents are Male.

Table no.2:
The marital status of the respondents is presented in
Marital Status

No of Respondents

Percentage

Married

32

64%

Un married

18

36%

Total

50

100%

Source: Field Survey

46

No of Respondents
50
45
40
35
30
25
20
15
10
5
0

No of Respondents

Married

Un married

Total

Interpretation:
From the above table it shows that the 18 respondents are unmarried and 32 of respondents
are married and it also understood that the majority of the respondents are unmarried.

47

Table No.3:
The age groups of the respondents
Age group

No of Respondents

Percentage

Below 20

13

26%

20 to 30

15

30%

Above 30

22

44%

Total

50

100%

Source: Field Survey

Percentage
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

Percentage

Below 20

20 to 30

Above 30

Total

Interpretation:
From the above observation, it is clearly understands that the about 26% of the Respondents
are in the age group of Below 20, 30% of the Respondents are in the age group of 20 to 30,
44% of the respondents are in the age group of above 30.

48

Table no.4:
Occupation of respondents is presented
Occupation

No of Respondents

Percentage

Professional

16%

Business

16%

Government Service

8%

Student

16

32%

Others

14

28%

Total

50

100%

Source: Field Survey

Occupation
Professional
28%

Business

16%
16%

32%

8%

Government
Service
Student
Others

Interpretation:
Out of 50 Respondents, 16% Respondents having the occupation like professional,
16%Respondent having the occupation like business, 8% Respondent having the occupation
like Government service, 32% respondents having occupation like students only 28%
respondents having the occupation like other occupation

49

Table no.5:
Income of the Respondents on Monthly Basis.
Monthly Income in(INR)
Less than 20000
20,000-30,000
30,000-40,000
40,000 above
Total

No of Respondents
4
6
10
30
50

Percentage
8%
12%
20%
60%
100%

Source: Field Survey

Percentage
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

Percentage

Interpretation:
Out of the 50 respondents, 8% of the Respondents belong to income group less Rs. 20,000
per month, 12 % Belongs to Rs 20,000 -30,000 per month. 20 % belongs to Rs. 30,000
40,000 per month. & 60 % Belongs to 40,000 & above.

50

Table no.6:

Which company Jeweler do you use?

Particulars

No of Respondents

Percentage

Kalyan

16%

Tanishq

14%

Bheema

10%

Malabhar

22

44%

Total

50

100%

Percentage
Kalyan

Tanishq

Bheema

Malabhar

19%

52%

17%
12%

Interpretation:
Out of the 50 respondents, 52% respondents are using Malabhar Gold, 19% respondents are
using Kalyan, 17% respondents are using Tanishq, 12% respondents are using Bheema.

51

Table no.7:
How do you know about Tanishq Jewellers?
Particulars

No of Respondents

Percentage

Advertisement

20

40%

Friends and relatives

10

20%

Observation

08

16%

Company image

10%

any other

4%

Publicity

10%

Total

50

100%

Source: Field Survey

know about Tanishq Jewellers

Advertisement

Friends and relatives

Observation

17%
33%

7%
Company image

17%
any other

Publicity

27%

Interpretation:
Out of the 50 respondents 40%of the respondents are known by advertisements about this
Tanishq Jewellers, 20% are aware by friends and relatives, 16% of the customer observation,
10% by company image and the remaining 4% and 10% are by publicity and other media
sources respectively.

52

Table no.8:
Different Medias
Particulars

No of Respondents

Percentage

News paper

25

50%

Radio

02

4%

Television

18

36%

Magazines

10%

Total

50

100%

Source: Field Survey

Different Kinds of Medias

25

25
20

18

15
10
5

Interpretation:
Out of the 50 respondents, 25 of the respondents are aware by the media through newspaper,
02 of the respondents by radio, 18 by TV and the remaining 05 of the respondents by
magazines about Tanishq Jewellers.

53

Table no.9:
Chart Based on the Rating of Tanishq Jewellers
Particulars

No of Respondents

Percentage

Excellent

17

34%

Very good

10

20%

Good

11

22%

Average

16%

Terrible

8%

Total

50

100%

Source: Field Survey

Chart Based on the Rating of Tanishq Jewellers

17

10

11
8
4

Excellent

Very good

Good

Average

Terrible

Interpretation:
Out of the 50 respondents, 17 respondents are known that the current scope of these Jewelers
is excellent, 10 respondents opinion is very good, 11 respondents opinion is good, 8
respondents opinion is average. And the remaining 4 respondents opinion is terrible.

54

Table no.10:
Table Based on the Rating of Tanishq Jewellers
No

Particulars
Very happy
Unhappy
Somewhat
happy
Happy
Total

of Percentag

Respondents
20

e
40%

12

24%

10

20%

16%

50

100%

Source: Field Survey

Chart Rating of Tanishq Jewellers

Very happy
16%

Unhappy
40%

20%

Somewhat
happy
Happy

24%

Interpretation:
Out of the 50 respondents, 20 respondents are known that the current scope of this Tanishq
Jewellers is excellent, 12 respondents opinion is Unhappy, 10 respondents opinion is
somewhat happy, 8 respondents opinion is happy.

55

Table no.11:
Table based on the quality of customer service you received is:
Particulars

No of Respondents

Percentage

Excellent

20

40%

Very good

12

24%

Good

10

20%

Average

12%

Terrible

4%

Total

50

100%

Source: Field Survey

Chart Based on the quality of customer service you received is:

Excellent

12% 4%
40%

20%

Very good
Good
Average

24%

Terrible

Interpretation:
Out of the 50 respondents, 40% respondents are In thinking about your most recent
experience with Jewellers, was the quality of customer service you received is excellent, 24%
of the respondents opinion is very good, 20% of the respondents opinion is good, 12% of the
respondents opinion is average. And the remaining 4% of the respondents opinion is terrible.

56

Table no.12:
Table based on the occasions purchase of jewellery (on an average):
No

Particulars
Once a month
Once
every

six

months
Once a year
Average
Only on
occasions
Total

special

of Percenta

Respondents

ge

16%

12

24%

20

40%

8%

12%

50

100%

Source: Field Survey

100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

Interpretation:
Out of the 50 respondents, 16% respondents are purchase once in a month Jewellers, 24% of
the respondents Once every six months,40% of the respondents Once a year, 8% of the
respondents Average. And the remaining 12% of the respondents Only on special occasions.

57

Table no.13:
Table based on the purchase jewellery as/ for:

Particulars
As a gift
For
personal
use
Other specify
Total

No

of

Respondents

Percentage

12

24%

30

60%

16%

50

100%

purchase jewelry as/ for

Other specify; 16%

As a gift; 24%

For personal use; 60%

Interpretation:
From the above observation, it is clearly understands that the about 60% of the Respondents
are purchase as personal, 24% of the Respondents are purchase as a Gift, 16% of the
respondents are purchase as other purpose.

58

Table no.14:
Table based on the material/ metal prefer most:

Particulars
Gold
Platinum
Silver
Total

No of Respondents

Percentage

18

36%

20

40%

12

24%

50

100%

Percentage
Gold

Platinum

24%

Silver

36%

40%

Interpretation:

59

From the above observation, it is clearly understands that the about 40% of the Respondents
are prefer Platinum, 36% of the Respondents are prefer Gold, 24% of the respondents are
prefer Silver.

Table no.15:
Table based on the satisfactory level of Tanishq Jewellers:
Particulars

No of Respondents

Percentage

10

20%

13

26%

16%

14%

Average

12

24%

Total

50

100%

Good
Very Good
Excellent
Poor

Percentage
Good

Very Good

Excellent

Poor

20%

24%

14%

26%
16%

60

Average

Interpretation:
Out of the 50 respondents, 24% respondents are about good, 26% of the respondents are felt
as very good, 16% of the respondents felt excellent, 14% of the respondents felt poor, and the
remaining 24% of the respondents opinion average.

FINDINGS, SUGGESTIONS AND CONCLUSIONS

FINDINGS:
64% Respondents are Female and remaining 36% respondents are Male.
32 respondents are married and 18 of respondents are unmarried and it also understood
that the majority of the respondents are married.
13 of the Respondents are in the age group of Below 20, 15 of the Respondents are in the
age group of 20 to 30, 22 Respondents are in the age group of above 30.
16% Respondents having the occupation professional, 32% respondents are students.
8% of the Respondents belong to income group less Rs. 20,000 per month, 20% Belongs
to Rs 30,000 -40,000 per month.
14% respondents are using the Tanishq jewelers.
40%of the respondents are known by advertisements about this Tanishq Jewelers, 20%
are aware by friends and relatives, 16% of the customer observation.
25 of the respondents are aware by the media that is newspaper, 18 by TV.
17 respondents know that the current scope of this Tanishq Jewelers is excellent, 11
respondents opinion is good.
20 respondents know that the current scope of this Tanishq Jewelers is excellent, 12
respondents opinion is Unhappy.
20 respondents are thinking about there most recent experience with Tanishq Jewelers,
was the quality of customer service they received is excellent, 12 respondents opinion is
very good.

61

SUGGESTIONS

The Tanishq jewellers should concentrate on advertisement that to creative

advertisement

That Tanishq Jewelers should make their plans more economical for all classes.
That Tanishq Jewelers should focus on the young generation.
That Tanishq Jewelers should chalk out new plans to attract Married people.
That Tanishq Jewelers should make new and lucrative strategies and schemes

separately for Ladies and Women to make them brand loyal.

That Tanishq Jewelers should keep on bringing out new time attractive offers and

schemes to increase brand value.

The Tanishq Jewelers has to create awareness among customers about Tanishq

Jewelers.
The Tanishq Jewelers has to increase in number of outlets.

62

CONCLUSIONS
From the study we can derive the following conclusion about the Tanishq Jewellers.
According to the survey Tanishq Jewellers is familiar in the market most of the people by
using Tanishq Jewellers. It has created a good brand image.
Tanishq Jewellers has good network coverage in Karnataka, compare to other Jewellers
coverage. Tanishq Jewellers improves providing new patterns, good Quality, and better
Service, so most of the people preferred this service.
To conclude this study we can say that Tanishq Jewellers has a good reputation in the market
as well as good demand for the Jewellers but there are some of the factors on which Tanishq
Jewellers has to give attention to improve its Jewellers connectivity customers care response
new offers facility.
A step decline in offers and proper services would be an added advantage to attract an
untapped market. As the use of various services is increasing day by day there is good
opportunity to provide a satisfying service to the consumer with an affordable price. Tanishq
Jewellers in particular and Jewellers can take this challenge to provide good service to the
customers.

63

BIBLIOGRAPHY

Philip Kotler, John Bowen, JamesMakens, Marketing for Hospitality and

Tourism ,3/e
Philips kotler,williamgregor and williamrodger, the marketing audit
comes of age, sloan management review( winter 1989).
Zeithmal, V., and Bitner. J (1996), Services marketing (New York :
McGraw Hill )
Robert J Small and Larry J. Rosen Berg, The marketing Researcher as a
Decision Maker.
WEBSITES
www.pearsoned.co.in
www.encyclopedia.com
www.indiaservey.com
www.tanishqjewellers.com

64

QUESTIONNAIRE
Respected Sir / Madam,
I am Mr.Abhilash M S student of Final year MBA in Pooja Bhagavat Mahajana PG Centre,
Mysore as a part of my academic study I have undertaken a project report on A Study on
Consumer Perception Towards Tanishq Jewellery with reference to Mysore. I request you
to fill the following questions and do the needful. The information provided by you will be
used strictly for academic purposes.
Thanking you,
Yours sincerely,
Name: _____________________
Age: _____________________
Sex: _______________________
Marital Status: _______________

Kindly answer the following questions:

1. The Gold is Purchased by more..?
a. Male

b.

Female

2. The marital status of the respondents on Gold?

a. Married

b.

Un-Married

3. The age groups of the respondents on Gold..?

a.

Below 20

b.20 to 30
65

c. Above 30

4. Which occupation purchase gold most..?

a.

Professional

b.

Business

c.

Government Service

d.

Student

e.

Others

5. Need for the income level people.

a. Less than 20,000

b. 20,000-30,000

c.30,000-40,000

d. 40,000 above

6. Which company Jeweler do you use?

a.Kalyan

b.Tanishq

c.Bheema

d.Malabhar

7. How do you know about Tanishq Jewellers?

a.Advertisement

b.Friends and relatives

d.Company image

e.anyother

c.Observation
f.Publicity

8. How do you know Tanishq Jewellers by different Medias?

a.News paper

b.Radio

c.Television

d.Magazines

9. What Rate do you give for Tanishq Jewelers?

a. Excellent
66

b. Very good
c. Good
d. Average
e. Terrible
10. How do you feel about the service of Tanishq Jewellers?
a.Very happy

b.Unhappy

c.Somewhat happy

d.Happy

11. What Rate do you give for quality service you received?
a. Excellent
b. Very good
c. Good
d. Average
e. Terrible
12. How frequently do you purchase jewelry (on an average)?
a. Once a month

b. Once every six months

c. Once a year

d. Only on special occasions

13. You mostly purchase jewelry as/ for?

a. As a gift
b. For personal use
c. Other specify, _____________

67

14. What jewelry items/ pieces do you generally purchase? Kindly name all items and
give specifications if any.
___________________________

15. Do you prefer any specific designer/ a jeweler? Kindly mention the name as well.
___________________________

16. What material/ metal do you prefer most?

a. Gold

b. Platinum

c. Silver

17. How much do you generally spend on each purchase made?

___________________________________
18. When was the last purchase you made?
__________________________________
19. What was amount spent on the last purchase?
___________________________________
20. Satisfactory level about the Tanishq Jewellers?
68

a. Good

b.Very good

c.Excellent

d.Poor

e.Average

IMAGES OF THE COLLECTIONS:

The Diamond Collection:

69

70

The Wedding Collection

71

The Fashion Earring Collection:

The Aria Collection

72

73