Tanishq Diamond Jewllery: Audit Choice Report

Organization Overview o Origin of Tanishq Origin of the word Tanishq: A product that sparkles and a brand that spells love. The word Tanishq was conceptualized from a  conspiracy of Tan, meaning body and Ishq, meaning Love. It is also Tata/Tamil Nadu and Nishq (meaning a necklace of gold coins) and also from. The word was coined by Xerxes Desai, the Vice-Chairman and Managing Director of giant. How Titan fathered Tanishq: The jewellery business in India was ruled uncontested by the topical anesthetic jewellery merchants and family owned jewellery shops. There was no national level player that offered a serious disceptation to the local market players. At about the same eon Titan was looking to diversify into the jewellery segment. Being a watchmaker it made business sense to diversify into the jewellery segment since most international houses stock watches and jewellery chthonic one roof. To wean the Indian buyer away from the local merchant was an uphill task. It required a reorientation of the Indian jewellery buyers mindset who up until past invested in gold for solely asset accruing purposes and the promise of a unique product offering coupled with the guarantee of genuineness. Its major challenge, however, was to cut into the market share of the next portal jeweler.

Subsequently, Titan set up its fully integrated Rs. cd million-jewellery plant in Hosur. The plant had the capacity to manufacture 4 tonnes of gold in a year. Tanishq was launched in 1994 as a range of with a behind customer segment of European & American markets. It was set up as a grade of Titan. However the west was soon stepping foot into a slowness of economy and recession was looming large. Suddenly Tanishqs prospective target market no longer seemed a fertile interchange ground. Thankfully however for Tanishq the Indian market saw an charge and was being inundated with unconnected currency. It is a leading foreign exchange earner, as well as one of the high-speed growing... If you want to get a full essay, order it on our website: Orderessay

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