Titan is planning to target youth through its popular brand Sonata. The company will use various communication platforms to reach out to the target audience.
As part of the plan, the company recently signed up cricketer Mahendra Dhoni as Sonata’s first brand ambassador. It is also planning to introduce a new steel range which would be trendier than its current offerings.
C Srinivasn, business head, Sonata, Titan Industries, said, "This year, we expect about 20 per cent growth. Demand from the youth segment, new products and rural and smaller towns are expected to drive this growth."
On this front, the company has already piloted an initiative, "Project Swadesh", in Uttar Pradesh. The project is aimed at creating awareness about and interest in watches. "Affordability is no longer an issue and the rural population is keen to progress," said Srinivasn.
"We have developed a new product range and strategy for this project. In addition to watch outlets, we are also collaborating with Tata Kisan Sansar (agro-equipment outlets)," he said.
The company has just launched this initiative in Tamil Nadu and will roll it out in Maharashtra by August.