Titan: The Story of India's Most Successful Consumer Company

Vinay Kamath

When Titan Company Limited launched its quartz watches some 30 years ago, the founders – a merry bunch of Tata employees who started out simply wanting 'to do something different' – could not have foreseen just how completely they would capture the imagination of Indian consumers in the post-liberalization era of the 1990s.

The brand they created injected freshness into the market and in retail spaces through its cutting-edge marketing strategy and empathetic advertising. Not only did the new watchmakers on the block transform watches from being utilitarian objects to fashion statements, but they also systematically ventured into areas untapped by corporate entities with its brands Titan, Tanishq, Fastrack, Titan Eyeplus, Skinn and Taneira, and established itself as a winner across multiple verticals.

Titan is a tale of innovation and fortitude, of thinking outside the box and staying the course, of obsession with detail and the courage to acknowledge failure. A story that will inspire every reader, here is the inside account of what continues to make Titan tick.