Over the past three decades, Tanishq has successfully established itself in the Delhi-NCR market, becoming the chosen brand for over 811,000 families in Delhi alone.
The brand recently achieved a recommended score of 90.2 in the YouGov Recommend Rankings 2024 for India.
As per a report in e4m, Arun Narayan, VP of Category, Marketing & Retail at Tanishq, Titan Company, shared insights into the brand’s marketing strategy.
He acknowledged the continued importance of traditional media while highlighting the growing significance of digital platforms.
Narayan noted that many consumers engage with their mobile phones after work, making the “six-inch screen” a crucial point of contact.
The brand’s approach involves finding a balance between various consumer outreach methods.
Narayan emphasized the relevance of print media, outdoor advertising in cities like Delhi, where people spend considerable time outside, and television for storytelling that requires audiovisual elements.
A Focus on Narratives
Tanishq’s campaigns often focus on narratives that resonate with women but are not directly related to jewelry. This strategy aligns with the brand’s identity as being “of women, for women.”
According to the release, the company has adopted a flexible approach to celebrity endorsements.
While they have worked with celebrities like Deepika Padukone, Amitabh, and Jaya Bachchan in the past, Narayan explained that the brand alternates between celebrity-centered campaigns and those focusing on the product itself.
The report added that Tanishq has also responded to post-pandemic trends by increasing its focus on lightweight, wearable jewelry.
The brand maintains a strong regional focus, with stores carrying about 40% of their 60,000-70,000 SKUs in regionally relevant designs.
Internationally, Tanishq has expanded its presence to 16 stores, including recent openings in Muscat and Singapore. The brand primarily targets the Indian diaspora in foreign markets.
Narayan emphasized the importance of human connection in maintaining customer loyalty, stating that while data and analytics are valuable, the “secret sauce” is the human-to-human relationship.
The report stated that despite being one of the largest players in the Indian jewelry market, Tanishq holds only about 7% market share.
Narayan welcomed the entry of new players in the organized jewelry sector, suggesting it would accelerate growth and increase customer trust in the industry.
