Tanishq - The Turnaround Strategy |
ICMR HOME | Case Studies Collection Please note: 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. |
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"When we started out we didn't think that we could achieve this, but now being jewellers to the nation doesn't seem so distant." - Tanishq COO, Vasant Nangia, in March 2000. The Unsuccessful Launch
The company justified its decision saying that it wanted to be 'different' from the traditional Indian offerings. Tanishq performed very badly in the next three years, posting a huge loss in 1997-98, proving its detractors right. Jacob Kurian, Tanishq's chief operating officer admitted, "Tanishq, as a concept, was far too ahead of its times."
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