Making a Glittering Statement
Keeping the market up to date with new launches, Tanishq recently launched a new collection with Farah Khan. Sandeep Kulhalli, Senior Vice President, Retail and Marketing, Jewellery Division, Titan Company Limited talks about the new launch and the brand’s recent campaigns. By SALONI DUTTA Tanishq recently announced the launch of the second edition of the Farah Khan collection, which is a marriage of the best in class diamonds and spectacular designs. The collection is exclusively designed by jewellery designer Farah Khan Ali for Tanishq. Speaking about the new launch, Sandeep Kulhalli, Senior Vice President, Retail and Marketing, Jewellery Division, Titan Company Limited says, “We are delighted to present a collection with innovative and unique designs that is representative of every woman’s personality, crafted with real high-quality diamonds. The immense success of the collaboration last year encouraged us to introduce yet another collection designed exclusively by the very talented Farah Khan Ali.” Insights from the first collection’s price points, size of products, colours etc. were kept in mind while designing the second collection with over 50 designs, which aims at targeting women across age groups and demographics. The collection is also seeing action from smaller towns like Bilaspur, Jabalpur and hence the distribution for this year has been doubled to around 30 stores across India as compared to last year. Tanishq is synonymous with its iconic TVCs including one talking about widow re-marriage, and the more recent one with Deepika Padukone exploring the mother-daughter relationship. Elaborating on their communication strategy, Kulhalli says, “The cornerstone of our philosophy, is firstly, design differentiation and secondly, leveraging the emotional connect the category has with the consumer through our communication. We have used all kinds of relationships in our films and our partners at Lowe and our marketing team come up with wonderful scripts which stay true to the Tanishq brand, and so far it has worked well for us. It has become a fine art with us and it is kind of a science that we tend to have reasonably good scripts with good agencies and good producers who have managed to put together lovely films which have endeared the brand to customers over the years.” The consumer profile has also changed radically over the last few years and is visible across categories. Says Kulhalli, “If you look at Indian women today their aspiration levels or their taste for fine things in life, the lady of today is an evolving lady. In jewellery differentiation is critical because it is an adornment product in a high involvement category, where a woman would like to invest in something that looks stunning, otherwise, it would be like investing in gems and gold and stuffing it in their lockers, which is what is being done to most of the jewellery being bought today. Also, today there are many more occasions and events which women participate in as well as work wear for which we have Mia, or the Iva collection for the fashion conscious, and these kind of lines indicate an understanding of the consumer and that is what we are capitalising on.” Talking about the Indian jewellery industry Kulhalli feels that there are certain hiccups right now. “Today the consumer price index has come down and is far more attractive at a macro level. We are hoping that the sentiment will change shortly and be positive. We are growing higher than plain gold and plain gold has its own set of problems including fluctuating gold rates and therefore we are very bullish on the future in that sense and we don’t see a problem. We are brand which is aspirational and taking share from the other jewellers and from that perspective it is the consumer spending part which is a temporary slowdown but we don’t see a problem in growth in the coming months and years,” feels Kulhalli. The brand plans to launch a diamond and gold collection for the upcoming festive season and has plans to propagate that using Television, Press, OOH and Digital mediums. “We have plans for various categories including Mia, solitaires, gold and of course, diamonds as well. So a lot of exciting plans and we will see more as we draw closer to the season,” Kulhalli says.
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