TITAN COMPANY LIMITED

ABOUT:

Titan Company Limited is the fifth largest integrated watch manufacturer in the world that is still in the hands of its original founders. Having started as Titan Industries Limited, a company devoted to the crafting of time telling devices for the Indian market, Titan has spent the last three decades in diversifying its product portfolio to include Jewellery, Backpacks, Eyewear, Belts, Wallets and Perfume.

With a retail footprint of over 1400 stores, Titan Company has India’s largest specialty retail network spanning over 240 towns. Today, Titan Company Limited is TATA’s largest consumer company, and India’s leading producer and retailer of watches, jewellery, eyewear and accessories. Titan Company Limited was born in 1984 out of a joint venture between the TATA Group and the Tamil Nadu Industrial Development Corporation (TIDCO). Titan is credited for having created a paradigm shift in the Indian Watch Market with the introduction of quartz watches marketed as objects of style and fashion. Prior to the birth of Titan, the Indian Watch Market was dominated by the state run companies HMT (hindustan Machine Tools) and Allwyn who were unable match supply to the growing demand for watches.

In 1989, Titan’s first watch collection, Titan Acura (short for accuracy), featured trendy watch designs and were more accurate and affordable than their mechanical watch competitors. This collection was extremely well received and it set the tone for Titan to dominate the market. In India, Titan is known for having decentralized the luxury of owning a watch by creating a Titan watch for everyone across a wide price spectrum. It is in line with this pedigree that Titan created ‘Sonata’, known for its unbeatable value for money.

In 1998, Titan launched ‘Fastrack’ as a collection and it became an independent urban youth brand in 2005. By 2009, Fastrack had further extended its own product portfolio to include watches, eyewear and accessories like a range of bags, belts and wallets.

In another pioneering act, Titan brought several international watch brands into the Indian market along with its own Swiss made watch, ‘Xylys’, through its chain of Helios watch stores.

HISTORY: PORTFOLIO:

Figure 7. Nebula 2014 Nebula Rambagh Palace Collection Figure 8. Titan Eye Plus 2018 Eyewear Figure 9. Tanishq 2018 Mia

Figure 10. Taneira 2018 In 1992, Titan launched ‘Tanishq’, and through it offered a transparent and standardized view of Jewellery in India. Today, Tanishq offers a 7 step quality check for all it’s products and is India’s most trusted jewelry brand. Tanishq gives us hope that India’s jewellery making legacy is in good hands. As a company, they actively take part in the design of elaborate jewellery for movies like Padmavat. The Tanishq retail chain currently has over 200 exclusive boutiques in over 115 cities. Completing the jewellery portfolio is ‘Zoya’, the retail store in the luxury segment, and most recently, ‘CaratLane’.

‘Nebula’ is the company’s luxury watch offering, whose niche is the meticulous crafting of watches in exotic materials, mostly 18k Gold. The brand is built on a the grounds of blending the rich heritage of Indian jewellery wth the fine craftsmanship of watch making.

‘Titan Eyeplus’,the third major line of consumer business from Titan Company Ltd, offers a variety of products including frames, lenses, contact lenses and sunglasses. You can also get your eyes checked by the inhouse eye specialist. Titan Eyeplus heralds standardization in the eyewear industry.

Titan expanded into the fragrance market With its launch of ‘SKINN’ in 2013. Designed by award winner Master perfumers, the fine French fragrances from SKINN are manufactured and packaged in France. Titan has also increased its portfolio with ‘Taneira’, the latest range of handloom sarees.

Leveraging precision engineering core competencies from watch making, Titan initiated ‘TEAL’ (erstwhile PED) in 2005, catering to global majors across industry verticals like aerospace, automotive, oil & gas, engineering, hydraulics, solar and medical instruments.

22 | Jansher Aidan Bakhshi Nongrum | Product Design