Fortune India
Titan, which would eventually become one of the most recognizable brands in India, started its life way back in 1984, as a JV between the Tata Group and Tamil Nadu Industrial Development Corporation (TIDCO). Aim? To create a great watch brand for the aspirational Indian.
In India, before Titan, the watch market was mainly HMT, and to a certain extent companies like Allwyn. Titan pioneered quartz mechanism, sleek and modern designs and disrupted the market immediately.
Titan realised that design could be its secret mantra, enabling it to stand apart. It created a state-of-the-art design studio, hired top designers, and focused on both affordability and aesthetics.
Titan’s also brought a great marketing ethos with its products. The brand’s ads featured Mozart’s Symphony No. 25, which became one of the most recognisable tunes in Indian advertising history.
Titan also broke new ground by launching India’s first dedicated range of women's watches, discovering the women’s market in the process. It became a trendsetter.
To target different demographics, Titan launched two sub-brands underneath it: Sonata and Fastrack. These two sub-brands, became enormously popular in the youth and middle-age segments.
Over time, Titan, while keeping its core focus on watches, diversified into jewellery and eyewear. Under Fastrack, it has even launched some well-received smartwatches in the mid-tier segment.
Titan exports to over 30 countries, including the Middle East, Southeast Asia, and Africa. It continues to represent Indian manufacturing and design on a global stage.
Titan watches are a rite of passage for generations. But because it comes under the aegis of the Tata Group, it has come to stand for quality as well. For a whole new generation that too.