Titan: Inside India's Most Innovative Company
From developing India's first quartz watches to conceptualizing the world's slimmest timekeepers, Titan has been on the cutting edge of manufacturing and marketing for over three decades. When Titan Company Ltd launched its quartz watches some 30 years ago, the company's 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 - went on to inject freshness into the market and retail spaces, and carve out its winning position with cutting-edge marketing and empathetic advertising. Not only did the watchmakers transform watches from being utilitarian objects to fashion statements, but also with its brands, Tanishq, Titan Eyeplus, Skinn and Taneira, systematically pivoted into new and untapped business areas and established themselves as winners in all. This absorbing account takes readers from boardrooms to backrooms to reveal how a quintessential Indian brand from the house of Tatas, not known till then for its success in the consumer goods market, reached such remarkable heights. It is a story 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 fire the imagination of and inspire every reader, here is the inside account of what continues to make Titan tick.
