Product Overview

The Indian jewellery market is highly fragmented and ruled over by local players. Many unethical practices exist in the jewellery market, like the under caratage of gold, misrepresentation of quality, etc. Tanishq, part of Tata Group, is known for maintaining high ethical standards and delivering value to its customers through fair and transparent practices. It has 6% share in the Indian jewellery retail market. With the festive and wedding season approaching, Ameya Kamat, the Area Business Manager at Tanishq in Ahmedabad, had to develop the right mix of pricing approaches to stay ahead of competitors. This case revolves around forming the appropriate strategy for pricing, discounts and salesforce management practices that will drive sales during the festive season. The crux of the case is how Tanishq, the jewellery business arm of Titan Company Ltd., forms and implements a pricing strategy in a highly unorganised and competitive market at a time of the year when a substantial portion of the annual sales is expected to happen.

Learning Objectives

To understand the Indian Jewelery market. To understand evolving customer demand for jewelery. To understand the competitive position of Tanishq in the market To develop appropriate pricing approach to increase the revenue share for Tanishq during the festive season, given their current sales force, their incentive structure, and inventory management.