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Titan: Inside India's Most Successful Consumer Brand
Vinay Kamath

Classification : Business, Management & Economics
Pub Date : Dec 25, 2018
Imprint : Hachette India
Page Extent : 224
Binding : HB
ISBN : 9789350099780
Price : 599

About the book

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 - at first against tremendous odds and restrictive norms - 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 it also systematically ventured into areas untapped by corporate entities with its brands Titan, Tanishq, Titan Eyeplus, Skinn and Taneira, and established itself as a winner across multiple verticals.

Titan: Inside India's Most Successful Consumer Brand takes readers from boardrooms to back rooms to reveal how a quintessential Indian brand from the house of the Tatas, not known till then for its success in the consumer goods market, reached such remarkable heights. It 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.

 


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Vinay Kamath
Vinay Kamath is Associate Editor, The Hindu BusinessLine. Prior to joining BusinessLine in 1998, he did a short stint in television with TV 18. He has earlier worked with Financial...(+)
Books by Vinay Kamath
Titan: The Story of India's Most Successful Consumer Company (PB)