Tanishq launches Mia - jewellery brand for working women

21 Nov 2011 Evaluate

Titan Industries' Jewellery brand, Tanishq has created - Mia - specifically as a wearable jewellery brand for working women. Mia will be retailing through the 130 Tanishq stores in 79 towns. The price range for the products will be between Rs 6,000 and Rs 50,000.

The Mia range will include a modern range and an ethno-contemporary range spread across earrings, finger rings, pendants and bangles. The company expects the average ticket size for Mia to be around Rs 25,000. The brand was launched with an online teaser campaign, and the mass media campaign involving outdoor, print, television and online breaks.

Tanishq comprises the majority of jewellery sales of Titan Industries, with other brands Gold Plus and Zoya estimated to contribute less than 10%. Of Titan's turnover of Rs 6,571 crore in 2010-11, jewellery accounted for Rs 5,014 crore.

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