Tanishq: Managing Turnaround

By Palakh Jain

The Tanishq brand belongs to the Tata group, and true to the group's policy, the brand aims at bringing in credibility and professionalism to the jewelry industry. Today, Tanishq is recognized as a path-breaking effort that has earned a reputation for trust and excellence. It is credited for introducing pioneering concepts in an industry where tradition once ruled.
But it wasn’t such a happy story all along. Launched in 1996, Tanishq had to face several challenges concerning value proposition and positioning in the retail market and had incurred losses for three consecutive years. This book aims to study what went wrong in Tanishq’s entry strategy and how Tanishq has managed to turn itself around into a profit-making entity.

• Language: English
• Publisher: Partridge Publishing India
• Release date: Apr 18, 2016
• ISBN: 9781482871463

Palakh Jain

Palakh Jain, associate professor, DSB, is a fellow (economics) of IIM-A and alumnus of Delhi School of Economics. She was awarded JRF by UGC in 2005. She has been chosen as the Exclusive 20 Emerging Female Leaders from India by Women in the World, New York. Her research interests are FDI and emerging market MNCs.

Book preview

TANISHQ:

Managing Turnaround

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PALAKH JAIN

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Copyright © 2016 by Palakh Jain.

ISBN:      Softcover   978-1-4828-7147-0

                eBook        978-1-4828-7146-3

All rights reserved. No part of this book may be used or reproduced by any means, graphic, electronic, or mechanical, including photocopying, recording, taping or by any information storage retrieval system without the written permission of the author except in the case of brief quotations embodied in critical articles and reviews.

Because of the dynamic nature of the Internet, any web addresses or links contained in this book may have changed since publication and may no longer be valid. The views expressed in this work are solely those of the author and do not necessarily reflect the views of the publisher, and the publisher hereby disclaims any responsibility for them.

www.partridgepublishing.com/india

CONTENTS

The Entry

Market Scenario

What went wrong: Understanding the mistakes

Taking stock of the situation: Conceptualizing a turnaround

Implementing the turnaround

All that glitters is not gold: Lessons learnt

The way forward

INTRODUCTION

I ndians, particularly women have been attracted to jewelry for centuries and this is reflected in the fact that Indians are world's second largest buyers of gold. The market for jewelry in the country is second only to that for food and