Cynthia Rodrigues

Titan has rewritten the rules of watch making to emerge as the brand of choice for Indians of all ages and from every strata of society

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The advertisements changed but the memorable melody that accompanied them remained the most popular aural mnemonic for Titan. People remembered it fondly, associating it instantly with the watch brand that changed the face of the Indian timepiece market.

Watches in those days were staid objects, more utilitarian than attractive. Good design and innovative technology were hardly priorities for manufacturers. Into this field stepped Titan Industries, a joint venture between the Tata Group and the Tamil Nadu Industrial Development Corporation, ready to rewrite the rules of the business.

Established in 1987, Titan marked the Tata Group's entry into the precision engineering, time-keeping industry. That the foray has been immensely successful is evident, considering that Titan is the clear leader in the organised sector, with a market share of over 50 per cent. The company has achieved this success in the middle and upper middle class segments through its flagship brand, and in the mass market through its Sonata range.

Today the company, one of the largest integrated watch and jewellery manufacturers in the world and the world's sixth largest manufacturer of watches, has completely altered the way Indians view timepieces. State-of-the-art technology, excellent design abilities and innovative retail practices have transformed Titan's watches into lifestyle and fashion accessories. The company manufactures over 6.6 million watches every year and has a share of the Indian watch market that is more than three times that of its nearest competitor.

The establishment of Titan gave Indian wrists an object of beauty to sport. It also helped smooth India's entry into an elite club of only four countries in the world that have been able to manufacture all the components of an analogue timepiece.

The brand went on to justify its presence at the top and prove just why it is so comfortable there. Very early in the game, Titan set the standard on every parameter of watch-making excellence. In terms of technology, the brand chose to work with quartz, a remarkable differentiation in an Indian market where 95 per cent of watches sold were mechanical.

While the accuracy of the time displayed by Titan's watches is guaranteed, it is in the design and styling aspects that the brand's superiority has come to the fore. No other watch brand in the country has the depth and skills of the award-winning design team at Titan.

The other big factor that makes Titan a winner is its tremendous range of offerings. The company had 350 different models at the launch stage itself, whereas other watchmakers, taken together, could come up with just 200 models. Consumers could choose from a range of watches, each different from the other in terms of looks, functions and price. The designers had designed the watches, bearing in mind factors such as the buyer's age and taste, and the occasion for which the watch was to be worn.

The Titan watch collection now includes more than 1,600 designs, including the 3.5mm thick Edge, the slimmest watch in the world and one of Titan's standout innovations.

Titan also launched the Sonata sub-brand for budget-conscious buyers; Fastrack, a funky collection for youngsters; Nebula, the gold and diamond-studded luxury watches; Steel, aimed at executives, and Raga, created for the woman of today. The Titan brand also included decorative table clocks incorporating classic and contemporary designs.

The act of shopping itself assumed the nature of an experience with the World of Titan showrooms, 175 in number now, which showcased Titan's concept of premium and sophisticated retailing. These showrooms, ranking among the world's largest network of branded watch outlets, serve as a promotional tool for Titan. The large crowds that throng the showrooms are proof of the level of customer satisfaction that Titan has achieved.

Appreciation for its product and brand qualities also came through several Indian and international awards. Titan was rated one of Asia's top 200 companies (and among India's top 10) from 1994 to 1998 by the Hong Kong-based Far Eastern Economic Review. In 2001, Indian consumers nominated Titan the 'most admired brand in India' across all product categories, in a first-of-its-kind survey conducted by The Economic Times. In 2003, Business World nominated Titan as India's 'most respected consumer durables company'.

Titan has crossed domestic shores and is available in 30 countries. It has 2,500 dealers across the world, ranging from 10 in Brunei to 300 in Spain, one of the four European countries where it has a sizeable presence, the others being Portugal, Greece and the UK. Titan is also the leading brand of choice throughout the Middle East.

Through the years, Titan has consistently pushed the envelope. Its focus on innovation, top-notch technology and customer delight has helped it better itself and raise the bar for itself and its competitors. The relentless endeavour to innovate and to be worthy of the trust that consumers have in its products is the hallmark of the pioneering Titan brand.