TATA GOLD PLUS

• Titan has been a pioneer in organized retailing in jewellery business. With its brand “tanishq”

• It focus on design differentiation and studded jewellery as a category.

• 60% of the total gold consumption in india.

• Goldplus asa concept was presented in one of the future shocks in 2004-05.

• Subsequently, the company intiated pilot projects in two locations – erode in tamilnadu and ratlam in madhya pradesh.

• Based on the performance of these stores, the company decided to expand its business.

Tata group pioneers in BOP gold market

• Founded by jamsetji tata in 1868• Currently operate in 7 business sectors-engineering-materials-services-energy-Consumer products-chemicals-Communications and information systems

• Titan industeries is a manufacturing company that produces india’s largest and best-known range of personal accessories

• It was established 1984 as joint venture between the tata group and tamilnadu industrial development corporation.

• In 1995, it diversified into jewellery under a brand “ Tanishq”

• In 2005, the company launced its second jewellery brand, ‘goldplus’ (for small towns and rural india)

Launch of tata’s goldplus

• Goldplus launched at bheemavaram and at 15 palces across tamilnadu, madhya pradesh, andhra pradesh and maharashtra

Market enviroment: demand for gold

• India is the largest gold jewellery consuming country in the world, followed by china and the middle east.

• Rig veda• Diwali• Akshay tritiya• Use of gold is integral to many traditional

system of health

Buying behaviour and rural india