A Brand That Lives Up To Its Name: Titan’s Case Study

titan case study

Being a titan is not everyone’s cup of tea. Being a giant might sound awesome but it has its own set of problems and large scale corporations are also the same. Titan is one among these noteworthy corporations that has stood the test of time, literally and figuratively. This brief Titan case study will showcase how the brand is living up to its name in the literal sense. 

Titan Company Ltd. was established in 1984 and is headquartered in Bangalore, Karnataka. It is part of one of the country’s biggest and most famous business groups, the Tata Group. 

Titan was initially started as a watchmaking company in a joint venture between the Tata Group and the Tamil Nadu Industrial Development (TIDCO). 

Gradually it expanded its business and ventured into various other opportunities, and today it has a variety of famous brands, such as Titan, Sonata, Zoop, Tanishq, Fastrack, and Caratlane. They sell watches and other accessories like perfumes, belts, jewelry, and many more. 

However, if we talk about the watch section, Titan has more than ten brands, including those mentioned above. The brand also holds a license to sell watches of other popular brands such as Police, Tommy Hilfiger, Kenneth Cole, Lee Cooper, etc. 

Titan became the world’s sixth-largest manufacturer in 2004, after Citizen, Casio, Seiko, Swatch and Timex, holding a 58% market share in the Indian watch market. The company’s watches are sold throughout the country and in huge numbers. The company’s money from selling watches accounts for approximately 13% of its turnover. 

One of the reasons why this was possible is that Titan Company Limited has a product for all age groups, purposes, and economic backgrounds. Let it be a fitness tracker, a superhero-themed watch for kids or a luxury wristwatch for the working professionals; Titan has it all. 

Not only that, Titan has an intense Research and Development (R&D) team that ensures that their watches are equipped with the latest and best available technology so that their customers get their money’s worth. 

Titan also takes note of the fact that irrespective of offering a wide range of products, it is also necessary to take note of the fact that not everyone has the exact requirements for watches. So, to tackle this, the company has watches that range from Rs. 1,000 to the luxury category watches that cost significantly more than that. 

This pricing strategy from Titan ensures that a larger group of the population cherishes their products. 

Having products that fit everyone’s needs is a must, but it is also vital that the products are readily available for the audience to purchase. So, apart from having a solid online presence, Titan has around 1,000 exclusive stores around the country offering watches. Their stores are present in almost every major city in India. 

You may even find Titan watches being sold at other stores because they have not just restricted themselves to their stores. They have also partnered with other store owners, who sell their products from their shops. 

Get your own Titan 

This brief Titan case study was aimed to give you more insights into one of the Titans of the Indian watches industry. Titan is known for creating the most unique and attractive watches for all age groups. So, if you plan to buy a watch for yourself or someone, you know where you will find the perfect option. 

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