Indian outfits, jewellery are back with a vengeance in U.S.: Titan Company MD

Titan Company MD C.K. Venkataraman, talking about the unique aspects of the Tata Group company's international foray in 2022, said Indians today abroad, especially in the U.S., are different than more than a decade back.

He also explained why its international business failed to take off in 2006-2007. "We had an erroneous view in 2,006, that Indians in the U.S., will get assimilated into the American culture. That's 20 years back. The world was very different (then). The Indian ethnic community was not high-profile like today. Our feeling was Indians would want to be like Americans. Therefore the need for Indian clothes."

Venkat says in 2007, Tanishq was conceived for the American consumer. "Products were not what we have today. The store was very American. And the marketing campaigns...challenging from a brand-building point of view. So we had a challenge in building the business at the rate we wanted. Then the global financial crisis hit."