Titan Watch Company in India

                                             Titan Watch Company

Part of the Tata Group and started as a joint venture with the TIDCO, the company has its corporate headquarters in Electronic City, Bangalore, and registered office in Hosur, Tamil Nadu. Titan Company commenced operations in 1984 under the name Titan Watches Limited.

                                                      Titan Company Limited

Titan Company is the organization that brought about a paradigm shift in the Indian watch market when it introduced its futuristic quartz technology, complemented by international styling. With India's two most recognized and loved brands Titan and Tanishq to its credit, Titan Company is the fifth largest integrated own brand watch manufacturer in the world.

                                      Software 

•  CAD / Solid Modelling / limited Simulation & Analysis Tools /Software for Electrical circuits.
• Customer Relationship Management Software
• Project Management Software
• ERP

Titan is about a $1.5 billion unit of The Tata Group, a massive Indian conglomerate. The world’s fifth largest watchmaker, it owns 60% of the Indian market, and has been growing robustly. As Bhat went through his presentation, I wrote down the following lessons:

1. “Live” new markets. It would be easy for Titan to focus most of its efforts on deepening its penetration in its strongest market segments. But Titan consciously chose to go after markets in which it had significant growth potential. For example, Titan’s research suggested that as few as 20% of Indian females owned watches. For both its RAGA and Fastrack lines, Titan put people who “looked” like the target consumer in key leadership roles, and spent a good deal of time trying to understand target customers in a deeper way. Importantly, senior leaders invested time in understanding the markets and consumers as well. “We didn’t just sit and watch a presentation or engage in long-winded analytical debates. We did it.” Involvement helped Titan make bold decisions later on. “When a leap of faith is shared by the senior leadership team, it is that much easier to take.”

2. Rethink the offer. Titan found that potential female consumers were put off by relatively utilitarian watches, but they would happily wear multiple bracelets, rings, and chains. The team at Titan wondered what would happen if they turned a watch into an elegant piece of jewelry that a woman would happily wear. Growth exploded.

When targeting the youth markets, Titan ran different types of advertisements and created very different looking watches, under the racy brand name, Fastrack. As Fastrack watches took off, Titan decided to stretch the brand into new categories such as sunglasses. In both cases Titan rethought key elements of its offer, and reaped the benefits.