Tanishq

History

By the end of the 1980s, Titan launched Tanishq, which focused largely on exports to European and American markets, in an attempt to increase its foreign exchange reserves. In the early 1990s, India's exchange crisis was resolved, and Titan Company shifted the focus of the brand to the Indian market. A pilot plant was set up in August 1992 and the production began in 1994, and Tanishq's first store opened in 1996 at Chennai Cathedral road. Tanishq was the first jewellery retail chain in India.

The first years of Tanishq recorded consistent losses. In 2000, Managing Director Xerxes Desai chose Bhaskar Bhat to succeed him. Starting in 2000, its net worth started to grow, and by 2003, Tanishq was among the top 5 retailers in India, and made up 40% of the Titan Company's revenue.

Tanishq made the beauty pageant crowns for the Femina Miss India 2007. By 2008, Tanishq had 105 stores in 71 cities in India. In 2011, the Tanishq group launched the sub-brand called Mia for working women. In November 2012, Tanishq opened its 150th showroom in India.

In 2017, Tanishq launched a sub-brand called Rivaah targeting the wedding segment. In January 2017, the Titan group merged its Gold Plus stores with the larger Tanishq retail brand. In April 2017, Tanishq launched the sub-brand Mirayah to cater to women under their 40s. In December 2017, Tanishq launched the Aveer line, its first line of products for men.

By December 2022, Tanishq had 385 retail stores in India and announced the opening of 45-50 stores by the end of 2023.

International presence

In the late 2000s, Tanishq made its first attempt to go international with stores in the United States (at Chicago and New Jersey), but closed them after a few years. In 2020, in the middle of the COVID-19 pandemic, it opened its first store in Dubai. Since then, the brand has launched stores across UAE (Dubai, Abu Dhabi and Sharjah) as well as in USA, Qatar and Singapore. By the end of 2023, the brand had 13 stores outside of India.

Gulf region

The first international Tanishq store was opened in October 2020, in Dubai in the market area of Meena Bazar. Subsequently, the brand added stores in Dubai, Abu Dhabi and Sharjah. In 2023, the brand entered Qatar with two stores in Doha. In December 2024, Tanishq opened a boutique store in Dubai Gold Souk.

United States

In 2023, Tanishq opened its first store in New Jersey on Oak Tree Road, a shopping district for Indian goods and services. In 2023, it added two stores in Texas.

Singapore

On 4 November 2023, Tanishq launched a boutique store in Singapore at the intersection of Serangoon Road and Syed Alwi Road in Little India.

Name

The name Tanishq was chosen by Titan's first managing director Xerxes Desai. The name was formed by combining the first two letters from "Tan" (means body) and निष्क "NIṢK" (meaning gold coin or necklace in Sanskrit), although the क k has been modified into a क़ q.{{cite web | author-link = World Intellectual Property Organization | access-date = 2006-09-26}} . According to another sources, the name is formed with the two words Tan (body) and Nishk (gold ornament) in the Sanskrit language, a name synonymous to superior craftsmen or absolute design.

Controversies

In October 2020, a Tanishq commercial depicting an interfaith couple's baby shower sparked controversy on social media. As calls for a boycott intensified, the company stated that it had withdrawn the ad "keeping in mind hurt sentiments & well being of our employees". A month later, it withdrew another ad which had called for Diwali to be celebrated without firecrackers, owing to criticism on social media.

References

References

1. "Tanishq plans to merge with Titan Industries". The Economic Times.
2. "TITAN COMPANY LIMITED - Company, directors and contact details - Zauba Corp".
3. (19 February 2023). "Bullish for double-digit growth for Tanishq: Jewellery division CEO, Titan". The Hindu Businessline.
4. Priya Ganapati. (4 July 2003). "How Tanishq turned around".
5. (21 March 2007). "Tanishq Unveils Miss India 2007 Crowns".
6. (15 May 2008). "Check gold purity with carat meter and be safe".
7. (4 June 2018). "Tanishq's Mia brand eyes 1K-CR turnover".
8. "The Pioneer".
9. (8 May 2015). "Tanishq ropes in Deepika Padukone as brand ambassador".
10. Deepti Govind. (23 July 2018). "Titan targets₹40,000 crore from jewellery business by FY23".
11. Deepti Govind. (16 January 2017). "Titan merges Gold Plus brand with Tanishq".
12. Devesh Gupta. (5 April 2017). "Tanishq Targets 'Women in 40s' With Mirayah, Launches Campaign".
13. (19 December 2017). "Tanishq enters men's fashion with new jewellery line Aveer".
14. (1 April 2022). "Tanishq on expansion mode, to set up 45-50 stores pan-India in FY23". [[Business Standard]].
15. "Tanishq opens first international store in Dubai - Khaleej Times".
16. (30 October 2023). "Tata Group arm Tanishq opens 2 new stores in Doha, expanding GCC presence - Arabian Business".
17. "Tanishq Opens Its Largest Flagship Boutique in Dubai Gold Souk | Titan Company".
18. "Tanishq's New Jersey Debut Drew Customers From Across the East Coast".
19. "Indian jewellery brand Tanishq opens two stores in Texas - ET".
20. www.ETRetail.com. "Tanishq opens boutique in Singapore, plans 50 stores globally - ET Retail".
21. "Tanishq Jewellery".
22. (14 October 2020). "Tanishq pulls down ad after social media uproar". The Indian Express.
23. Tewari, Saumya. (2020-10-13). "Tanishq says ad withdrawn due to hurt sentiments, well being of staff".
24. (11 November 2020). "Tanishq pulls down latest festive ad after social media controversy". The Times of India.