Top Story


Home >> Marketing >> Article

Titan: It is time for a new retail identity

Font Size   16
Titan: It is time for a new retail identity

Titan Industries has invested close to Rs. 12 crore in creating a fresh retailing identity. Company officials are hoping that the new focus on customer convenience will give it the much-needed edge in the fast evolving retailing game. In the first phase, Titan intends to cover its 60 outlets spread over eight cities by September.

Commenting on the need for a new look, KS Ghai, Head – Retailing, Titan Industries says, “We had used a certain look for almost 10 years, and the design and layout had grown old. Retailing has become a very competitive game. Everyone from durables, saree or a shoe company is evolving a new look. It was trend we could not ignore.”

With impulse buying becoming a serious trend within the watch segment, Titan has invested a total of Rs. 12 crore to develop a new look, design and layout for its World of Titan stores. With each exclusive outlet taking Rs. 15-20 lakh, the revamping activity is to be completed across the major eight cities by September. According to Ghai, the exercise was a very important one, especially for the outlets in Delhi, Mumbai, Bangalore, Pune, Chennai, Calcutta, Ahmedabad and Hyderabad, as they contribute the bulk of Titan’s revenues. “Close to Rs. 200 crore comes from our stores in these eight cities, which is approximately 60% of the total revenues,” he reveals.

A keen customer insight has been applied in giving these stores a new identity. Using a combination of features like special lighting, use of island space and an innovative display concept, the stores are projecting an image of non-intrusive, easy browsing. While older stores have been placed first on the makeover table, some of the newer ones, which bear a middle look of sorts, are being left untouched for the time being.

Besides this, the company has ventured into the lifestyle accessories segment with its Fast Track eye gear collection. Currently being test marketed in Bangalore, the sunglasses will be launched nationwide by April. Priced between Rs. 695 and Rs. 1,700, these sunglasses are said to be the only branded ones in the specific price segment. Besides this, the company also plans to launch its exclusive leather line including wallets, belts and other accessories. Titan, which is valued at Rs. 350 crore, has a franchising chain of 160 stores in over 98 cities.


Karthik Raman, Chief Marketing Officer, IDBI Federal Life Insurance, on the brand’s unconventional approach to marketing and priorities for the next year

Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

FoxyMoron has bagged the digital mandate for one of India’s leading premium menswear fashion brands – Blackberrys. The business was won following a multi-agency pitch

As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends