Tanishiq

Under Jacob Kurien’s leadership, Tanishq emerged from being a directionless, unsuccessful organization mired in deep-rooted internal legacies to become the fastest growing player in a market space that it had created, but had found little success in.

Born out of the hugely successful Titan Industries, Tanishq was conceived on the notion that ‘nothing that Titan did could ever go wrong’. As a result, it was run in the same manner and with the same strategies that had made Titan successful. What the management failed to realize, however, was that the watch business and the jewellery business were as different from each other as chalk and cheese. When Kurien was handed the reins of Tanishq, it was a loss making entity within the Titan fold since inception. Kurien and his team set out to repair the damage and launch a slew of new initiatives, based on first-hand consumer insight that helped the troubled jewellery maker leapfrog into profitability.

For the first time in the history of the organization, Kurien introduced systems that enabled the team to listen to the customer and understand what she sought. Equipped with key insights from this exercise, Tanishq’s re-born motivated work force acted swiftly and delivered to the customer precisely what she wanted.