This is how Tanishq (Titan) became the top jewellery brand in India!

The jewellery brand Tanishq established by Titan is the top jewellery brand in India beating the all existing players. The first store of Tanishq was opened in 1996. In early 90s the Indian customer preferred to buy the jewellery from their family jeweller because of the purity of the gold and trust on the jeweller.

In that days the 22 carat gold is the first choice of the customer and Titan were offering only 18 carat gold and this was the reason for suffering the bigg loss in few years. To overcome this issue Tanishq launched the 22 carat gold with the Karatmeter to check and verify the purity of gold in few minutes. By advertising this meter to customers and invited to check their gold purity for free and this became the turning point of the company. 

Thousands of people visited the Tanishq stores to check their gold quality and many of found that their gold is impure, by launching the scheme named 'Impure to Pure' the all these people became the customer of Tanishq for pure 22 carat gold and Tanishq gained the trust of the customer and became the top jewellery brand in India. The Tanishq has the largest market share of around 6% in Indian Jewellery market with the trust of people!