We know why you’re here. You want to know what Tanishq did right and learn how to grow your brand to such a huge scale.
And you never know what might inspire you and give you a brilliant idea.
So, let’s dive deep into Tanishq’s journey, exploring its business model, marketing strategies and standout campaigns to understand what makes it tick.
Table of contents
- How Tanishq Began
- Tanishq’s Business Model
- The 4Ps of Marketing
- Standout Campaigns That Boosted Sales
- Marketing Strategies by Tanishq
- Lessons for Jewellery Businesses
- In Conclusion
- Frequently Asked Questions
How Tanishq Began
Tanishq was launched in 1994 by Titan Company Limited, a part of the Tata Group. Initially, it wasn’t even focused on traditional Indian jewellery—it started as a producer of premium gold studded watches targeted at the Western market. But the brand soon pivoted to cater to Indian tastes and preferences and that decision changed everything.
By combining Tata’s reputation for trust with innovative jewellery designs, Tanishq positioned itself as a modern yet culturally rooted brand. This balance between tradition and modernity quickly set it apart from the unorganised jewellery market dominated by local stores.
Tanishq’s Business Model
Tanishq operates on a retail-focused business model driven by high-quality craftsmanship, transparency and customer trust. Here’s a closer look at the core pillars of its strategy:
- Vertical Integration: Tanishq controls its supply chain, ensuring top-notch quality and cost-efficiency.
- Showroom Expansion: With over 400+ stores across India, Tanishq’s widespread presence keeps it accessible to customers.
- Transparency in Pricing: Unlike traditional jewellers, Tanishq offers transparent pricing and detailed breakdowns, boosting customer confidence.
- Diverse Product Range: From bridal sets to everyday wear, Tanishq caters to various segments, ensuring no customer is left out.
The 4Ps of Marketing
Let’s break down Tanishq’s success using the 4Ps of marketing—Product, Price, Place and Promotion.
1. Product: Designs That Speak
Tanishq’s product strategy focuses on innovative designs that appeal to both modern and traditional tastes. Whether it’s bridal jewellery collections like Rivaah or daily wear pieces like Mia, Tanishq has something for every occasion.
2. Price: Value for Money
While Tanishq operates in the premium segment, it uses transparent pricing to build trust. Its hallmark certification and detailed pricing breakdowns help justify the higher price point, making customers feel secure about their purchases.
3. Place: Omnichannel Presence
Tanishq has strategically expanded its footprint through both physical stores and online platforms. It leverages e-commerce to cater to the younger generation.
4. Promotion: Marketing That Connects
This is where Tanishq truly excels. The brand’s campaigns focus on emotions, traditions and modern values, creating a strong connection with its audience. Let’s look at some campaigns that made headlines.
Standout Campaigns That Boosted Sales
1. ‘Marriage Conversations’ Campaign (2021)
Tanishq featured difficult conversations that couples were having before the marriage and the sweet results of it. The campaign highlighted the brand’s willingness to stand by modern values.
2. ‘Ekatvam’ (2020)
Launched during the pandemic, this campaign promoted unity and togetherness. It showed how interfaith marriages can be beautiful too when there’s love and mutual respect among everyone. However, it faced controversy and Tanishq had to take it down. But there were supporters of this campaign too. And the brand successfully passed the message and was admired as well.
3. Wedding Season Campaigns
Tanishq’s bridal collections, especially Rivaah by Tanishq, have been heavily promoted through campaigns focused on Indian weddings. Their focus on pre-wedding rituals, emotional moments and timeless traditions struck a chord with brides-to-be.
4. Mia by Tanishq
Targeted at working women, Mia focuses on minimal, everyday jewellery. Its ads highlight independent women and modern lifestyles, attracting younger buyers.
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Marketing Strategies by Tanishq
Tanishq does not sell jewellery. It sells togetherness, culture and traditions. As all Indians relate to this concept, it’s easy for them to build a brand perception and attract people to buy their jewellery. And there’s much more to their marketing strategy.
Let’s look at some of their marketing strategies for a better understanding.
Adapting with Social Media and Digital Marketing
Tanishq knew the importance of social media in today’s age. So it quickly adapted and started creating its presence on various social media platforms like Instagram & Facebook.
Today, it has about 1M followers. Their social media is an extension of their brand identity which is why they are able to connect with so many users online. It also uses Google Ads, influencer collaborations and video content to stay relevant.
During festivals like Diwali, Tanishq runs targeted ads and offers, leveraging social media trends to boost sales.
Partnering with Celebrities to Improve Brand Positioning
A lot of brands partner with celebrities but Tanishw does it differently. For example their partnership with Deepika Padukone for Divyam. The campaign featured Deepika Padukone as Deepika Padukone and not someone else. The commercial featured her real family. Also, it didn’t portray larger-than-life Diwali. Rather they portrayed it how it is in real life. Authenticity is connected with people.
Message-Driven Storytelling about Awareness of Societal Issues
India is beautiful but still, some flaws need to be addressed. For example, equal share of responsibilities by men and women, the cultural divide or women’s empowerment. Tanishq addresses these issues in their campaigns with a positive take on it.
Lessons for Jewellery Businesses
So, what can jewellery brands learn from Tanishq’s success?
- Build Trust Through Transparency: In the beginning, Tanishq wanted to build trust because people in India were accustomed to buying gold jewellery from their trusted jeweller. So they introduced a Karatmeter in which customers can check the gold content. Think about what you can do to build trust as a brand.
- Target Emotional Connections: Use ads that highlight family values, traditions and celebrations.
- Embrace Digital Marketing: Focus on social media engagement, influencer marketing and online ads.
- Expand Smartly: Develop both physical stores and online platforms to maximise reach.
- Innovate Continuously: Launch new collections and experiment with modern designs to attract younger buyers.
In Conclusion
You can have the best business model, great supply chain everything. But what sets your jewellery apart from others is how you market it.
If you look, every jewellery marketing campaign looks different and evokes different emotions. That’s how you build connections.
But marketing is not easy. Ideation, concepts, shoots and execution take a lot of time. If you start taking care of all these, who will manage designs, improvements, opening new stores etc?
The best solution is to partner with a jewellery digital marketing agency like us. We have helped 60+ jewellery brands to differentiate themselves and receive footfall through our marketing strategies.
Reach out to us at hello@florafountain.com and we will plan out the strategies to increase footfall and grow your brand.
Frequently Asked Questions
Tanishq was launched in 1994 by Titan Company Limited, a part of the Tata Group, focusing initially on Western designs before pivoting to cater to Indian tastes.
Vasim Samadji is a partner at Flora Fountain, where he leads the Business and Marketing Strategy divisions. In a world where everyone is used to sugarcoating, his directness is often considered rude. But that shouldn't be a problem if you like the no-nonsense approach. Because he is a seasoned professional...