An Indian Brand, which can make big in the global market, is Tanishq from Tata Group of Industries.
Tanishq is India's largest, most desirable and fastest growing jewellery brand in India. Tanishq today is India's most aspirational fine jewellery brand with an exquisite range of gold jewellery studded with diamonds or colored gems and a wide range of equally spectacular jewellery in 22Kt pure gold. Exquisite platinum jewellery and designer silverware is also part of the product range.
Tanishq will make a great Global Brand. Consistency in delivering on their promise.
Tanishq promises superior quality jewellery with purity in gold. They claim and deliver the exact carats and weight that they promise. Impurity in gold and not delivering what was promised is one of the main problems the consumers face when going for gold purchase.
Tanishq eliminated this and has built its brand in trust. Tanishq now stands for quality and purity. They even have gold meters where one can check the purity of gold.
It is first and only jeweller who guarantees the purity of its gold jewellery and certifies the quality of its diamonds and colored gems in writing.
Thus it has established itself as a highly ethical player in a market that was rated as having the highest incidence of underkaratage (Bureau of Indian Standards).
Superior products and processes. Widely acknowledged as a design leader, Tanishq is known for its ability to develop specialized design collections. Tanishq is the only jeweller that houses a full-fledged design studio with a team of several international award winning Indian designers.
Tanishq was recently adjudged the Most Admired Jewellery brand (for the third consecutive time) in India at the Images Fashion awards 2004. It has also been judged as the Images Retailer of Year in the fashion category.
Tanishq jewellery is crafted in one of the world's most modern factories. The factory complies with all labor and environmental standards. Located at Hosur, Tamil Nadu, the 1, 35,000 sq. ft. factory is equipped with the latest and most modern machinery and equipment.
Every product at Tanishq is painstakingly crafted to perfection. Diligent care and quality processes ensure that the Tanishq finish is unmatched by any other jeweller in the country.
Distinctive positioning and customer experience.
Yet another aspect of Tanishq that sets it apart is a whole new jewellery buying experience offered by its exclusive retail showrooms. Tanishq has not only developed a national retail chain with uniform and transparent practices and policies but also maintained consistency of retailing standards across all these showrooms on an ongoing basis.
It has a distinctive positioning in India as it is known for its high quality and jewellery with international standards. Also, since they have many stores across the country they give guarantee on their jewellery and also offer to repair it free of cost anywhere across the country.
An ability to stay relevant. Tanishq was established in 1995 and within ten years it has become the largest and most desirable brand in the jewellery segment in India. They have constantly introduced new offering to their consumers and have come up with new innovative ideas. They have excellent after sales service and they have been committed in providing good and honest service.
A compelling idea. The idea of having branded jewellery was a totally unique idea.
Coupled with a promise of purity and a unique experience was very compelling. It persuaded a lot of people especially the people in the metros and semi metros to leave their traditional jewelers and go for Tanishq.
There was always lack of trust among the consumers for their jewelers.
Tanishq removed that with a promise of purity. Hence what it did in India it can replicate across the globe. Offer a totally new perspective to Jewellery buying especially when it comes to exquisite oriental jewellery. Oriental Jewellery across the world is usually found in flea markets or place like China Town or Indian Markets. Going into the main markets in the Western world will give Tanishq the edge.
A resolute core purpose and supporting values. Tanishq maintains its quality standards in all its products wherever they are sold.
This shows that they have a resolute core purpose. This is what they will have to maintain even when they global. They have the right range of products for the different markets across the globe. Only they have to remember their differentiating factor. The differentiating factor for Tanishq will be the experience and quality they will be giving the consumer when s/he comes to the store.
A central organizational principle. Tanishq has to translate what its brand signifies to the whole of their organizations. They have done that exceptionally well in the Indian context. A visit to any Tanishq outlet shows that. The people behind the counter are polite and courteous.
They know that they are there to deliver the promised exceptional services. The people at Tanishq know what is required of them and hence this will prove beneficial when Tanishq goes global to maintain its global standards. Tanishq, as and when it decides to go global will make a great global brand.
As we can see they have all the characteristics, which all the global brands have, it can be said that Tanishq has all the potential to become a leading global brand.
Tanishq is India's largest, most desirable and fastest growing jewellery brand in India. Tanishq today is India's most aspirational fine jewellery brand with an exquisite range of gold jewellery studded with diamonds or colored gems and a wide range of equally spectacular jewellery in 22Kt pure gold. Exquisite platinum jewellery and designer silverware is also part of the product range.
Tanishq will make a great Global Brand. Consistency in delivering on their promise.
Tanishq promises superior quality jewellery with purity in gold. They claim and deliver the exact carats and weight that they promise. Impurity in gold and not delivering what was promised is one of the main problems the consumers face when going for gold purchase.
Tanishq eliminated this and has built its brand in trust. Tanishq now stands for quality and purity. They even have gold meters where one can check the purity of gold.
It is first and only jeweller who guarantees the purity of its gold jewellery and certifies the quality of its diamonds and colored gems in writing.
Thus it has established itself as a highly ethical player in a market that was rated as having the highest incidence of underkaratage (Bureau of Indian Standards).
Superior products and processes. Widely acknowledged as a design leader, Tanishq is known for its ability to develop specialized design collections. Tanishq is the only jeweller that houses a full-fledged design studio with a team of several international award winning Indian designers.
Tanishq was recently adjudged the Most Admired Jewellery brand (for the third consecutive time) in India at the Images Fashion awards 2004. It has also been judged as the Images Retailer of Year in the fashion category.
Tanishq jewellery is crafted in one of the world's most modern factories. The factory complies with all labor and environmental standards. Located at Hosur, Tamil Nadu, the 1, 35,000 sq. ft. factory is equipped with the latest and most modern machinery and equipment.
Every product at Tanishq is painstakingly crafted to perfection. Diligent care and quality processes ensure that the Tanishq finish is unmatched by any other jeweller in the country.
Distinctive positioning and customer experience.
Yet another aspect of Tanishq that sets it apart is a whole new jewellery buying experience offered by its exclusive retail showrooms. Tanishq has not only developed a national retail chain with uniform and transparent practices and policies but also maintained consistency of retailing standards across all these showrooms on an ongoing basis.
It has a distinctive positioning in India as it is known for its high quality and jewellery with international standards. Also, since they have many stores across the country they give guarantee on their jewellery and also offer to repair it free of cost anywhere across the country.
An ability to stay relevant. Tanishq was established in 1995 and within ten years it has become the largest and most desirable brand in the jewellery segment in India. They have constantly introduced new offering to their consumers and have come up with new innovative ideas. They have excellent after sales service and they have been committed in providing good and honest service.
A compelling idea. The idea of having branded jewellery was a totally unique idea.
Coupled with a promise of purity and a unique experience was very compelling. It persuaded a lot of people especially the people in the metros and semi metros to leave their traditional jewelers and go for Tanishq.
There was always lack of trust among the consumers for their jewelers.
Tanishq removed that with a promise of purity. Hence what it did in India it can replicate across the globe. Offer a totally new perspective to Jewellery buying especially when it comes to exquisite oriental jewellery. Oriental Jewellery across the world is usually found in flea markets or place like China Town or Indian Markets. Going into the main markets in the Western world will give Tanishq the edge.
A resolute core purpose and supporting values. Tanishq maintains its quality standards in all its products wherever they are sold.
This shows that they have a resolute core purpose. This is what they will have to maintain even when they global. They have the right range of products for the different markets across the globe. Only they have to remember their differentiating factor. The differentiating factor for Tanishq will be the experience and quality they will be giving the consumer when s/he comes to the store.
A central organizational principle. Tanishq has to translate what its brand signifies to the whole of their organizations. They have done that exceptionally well in the Indian context. A visit to any Tanishq outlet shows that. The people behind the counter are polite and courteous.
They know that they are there to deliver the promised exceptional services. The people at Tanishq know what is required of them and hence this will prove beneficial when Tanishq goes global to maintain its global standards. Tanishq, as and when it decides to go global will make a great global brand.
As we can see they have all the characteristics, which all the global brands have, it can be said that Tanishq has all the potential to become a leading global brand.