Report on Shemaroo

Titan's jewellery business clocks 15% growth in festive season

The watches and wearables business also did quite well.

New Delhi: The recently concluded festive season fared well for Titan Co. The jewellery division of the company witnessed a mid-teens growth (around 15 per cent) for the 30 day festive stretch from Dussehra till Diwali over the corresponding period last year, with a decent recovery in studded jewellery sales.

The company includes brands like Tanishq, Mia, Zoya and Caratlane in its jewellery division business.

Tanishq has over 270 stores in the country and it clocked almost Rs 18,600 crore retails sales in the last year. On the other hand, Caratlane products are available both offline and online. It is available across 90 stores in multiple Indian cities.

Interestingly, the Titan company advertised its jewellery division to invite consumers to make purchases during Diwali. It came up with multiple ads for brand Tanishq during the festive season. However, on both the occasions, the creatives were attacked by netizens and the brand had to pull back the films.

The first ad focused on promoting communal harmony, where it showcased a Hindu girl married in a Muslim family getting ready for a baby shower ceremony. The idea was extremely simple as the film was a nod to the peaceful co-existence of the two communities.

The second ad featured four actors – Neena Gupta, Nimrat Kaur, Sayani Gupta and Alaya Furniturewala – talking about their Diwali plans. One of the protagonists spoke about not bursting firecrackers, leading to certain sections of social media taking offence at her personal opinion.

In both instances, trollers pointed out that the ads had hurt Hindu sentiments.

The ads were part of a campaign to promote Tanishq’s Ekatvam range of jewellery.

Over the years, Tanishq has emerged as the biggest advertiser in the jewellery division of Titan company followed by Caratlane. The brand works with multiple endorsers across geographies to reach out to its audiences and create an appeal for its products.

Titan company in an official statement further stated that the watches and wearables business also did quite well during the festive season, with recovery close to last year levels. Eyewear business has also witnessed good traction.

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