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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : BSTA047 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges


Case Length : 13 Pages
Period : 1970 - 2004
Organization : Titan, Tata Group
Pub Date : 2004
Teaching Note : Not Available
Countries : India
Industry : Watches, Electronics


Titan, a Tata Group company has revolutionised the country's watch market with its emphasis on style and international quality. Titan has created a strong brand identity for its watches both in India and some overseas markets. It has also created a strong presence in the area of branded gold jewellery. These achievements have made Titan one of India's leading consumer marketing companies. The case traces the history of Titan and lists the challenges the company faces in its efforts to retain market leadership and generate new growth opportunities.


  Page No.
Introduction 1
Background Note 1
Operations 2
Marketing 4
Globalisation 8
Concluding Notes 10
Exhibits -


Indian watch industry, Watch manufacturer, Titan, Timex, Tatas, Quartz watches, Bhaskar Bhat, Bijou Kurien, Watch market, Titan showrooms, Tamil Nadu Industrial Development Corporation (TIDCO), Xerxes Desai, HMT, Titan Time Products Limited, Jewellery

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