ADOPTION STRATEGY - RAGA

“With it’s constantly introduced exciting new collections,that connects with the various facets of deep-rooted human yearnings for self-expression Titan owns over 60% of the domestic market share in the organized watch market.” About page, Titan Company Limited.

Titan owned a significant part of the organized watch market but it had a serious problem to worry about. The brand was viewed by younger users as a brand for ‘Aunties and Uncles’. Thus as the company’s existing users got older so did the brand. For the brand to survive it needed to be able to attract younger users. Thus a new plan needed to be developed to recraft the Titan watch proposition in a way that would bring younger users in significant numbers. During the research phase, it was discovered that many young people walk in to Titan stores to purchase something for an older family member. What this indicated was that in many cases, the customer and the user were different people. While gifting had always been a large part of the watch culture, there was reason for concern here. A lot of the younger users liked and respected the Titan brand, but did not see anything for themselves in it. This triggered a thought process to question whether it would be possible to start a design effort that would allow younger consumers to own the brand for themselves.

To do something big, you need to start small. Having brought clarity through the brand definition exercises, it was now time to put the exercise to test. It was thought that the company could use the DNA thread of exploring the changing relationship dynamics to see if a narrative could be crafted to create resonance with younger users. For the purpose of the test, a design effort needed to be focussed on an existing sub brand. The Raga sub brand was chosen and a design effort to serve the business goal of creating adoption was carried out under it.