Tanishq - The Turnaround Strategy

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Case Details:


Case Code : MKTG013 For delivery in electronic format: Rs. 200;
For delivery through courier (within India): Rs. 200 + Shipping & Handling Charges extra


Brand Management
Case Length : 6 Pages
Period : 1995 - 2001
Pub Date : 2001
Teaching Note : Available
Organization : Titan Industries India
Industry : Jewellery
Countries : India


The case 'Tanishq's success story' is intended to give a detailed insight into the reasons behind the success of the Tanishq venture.

The branded Jewellery line from Titan Industries was not very successful when launched in 1995.

The case examines in details the measures adopted by the company to correct its mistakes.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies


Importance of proper product designing and distribution in the branded Jewellery business


  Page No.
The Unsuccessful Launch 1
Background Note 2
Setting Things Right 2
Future Prospects 4


Tanishq, success story, Tanishq, branded Jewellery, Titan Industries, 1995, measures, adopted, mistakes

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