(III SEMESTER)

BUSINESS FAMILIARIZATION REPORT OF

INTERNSHIP

At “Tanishq”
BATCH OF 2017 – 2019
by

Bhargavi H D. 17MB2849
Kunwar Purnendra Pratap singh. 17MB2880
Sujata Bhalme. 17MB2820
Vijayani Ravi Teja. 17MB2831
Tanniru Durga Rao. 17MB2827

1
 INTERNATIONAL INSTITUTE OF
BUSSINESS STUDIES

BUSINESS FAMILIARIZATION REPORT OF INTERNSHIP

BATCH OF 2017 – 2019

“TANISHQ”
Bhargavi H D. 17MB2849
Ku. Purnendra Pratap singh. 17MB2880
Sujata Bhalme. 17MB2820
Vijayani Ravi Teja. 17MB2831
Tanniru Durga Rao. 17MB2827

Guide
Professor Mohan Kumar
Business Familiarization Report of Internship submitted to the University of Mysore in partial
fulfillment of the requirements of
III Semester MBA degree Examinations – 2018

International Institute of Business Studies

2
 DECLARATION

We hereby declare that this Business Familiarization Report of Internship at Tanishq submitted
in partial fulfillment of the requirement for III Semester MBA Degree Examinations 2018 of
University of Mysore through International Institute of Business Studies, Bangalore is our original
work and not submitted to any other university. This work has been done under the supervision of
Prof. Mohan Kumar .

Place: Bangalore
Date:

(Name of the Team (Reg. No) (Signature)

Members)
Bhargavi H D. 17MB2849

Ku. Purnendra Pratap singh. 17MB2880

Sujata Bhalme. 17MB2820

Vijayani Ravi Teja. 17MB2831

Tanniru Durga Rao. 17MB2827

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 ACKNOWLEDGEMENT:
We would like to place on record my most sincere and heard felt thanks to all those who have helped
guided and directed me to complete my Organization Study at Tanishq, Bangalore.
The completion of this undertaking could not have been possible without the participation and
assistance of so many people whose names may not all be enumerated. Their contributions are
sincerely appreciated and gratefully acknowledged.
However, I would like to express their deep appreciation and indebtedness particularly to the
following –

Mr. Phani Yedavilli, Mr. Pranav Thakur and Mr.Rahul Agarwal for their endless support , patience
and, understanding spirit during my internship at tanisq.

Also, to my Professor’s – Professor Mohan Kumar, Professor Kuldeep Sharma (Dean)and

Professor Rizwan Ali Baig (Registrar) for constant motivation and knowledge to see through the
entire process of gettingselectedforacompanyandcompletingtheinternshipsuccessfully.

To all my colleagues, friends & others who in one way or another shared their support either
morally, financially and physically.

Thank you.

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 CONTENTS

CONTENTS

S.no Subject Pg. no

1 Industry profile 8-9
2 Company profile 10-13
3 Organization Hierarchy 14-20
4 Study of functional departments 21-30
5 SWOT analysis 31-33
6 Market behavior Tanishq V/s Kalyan 34-41
7 Summary of findings 42
8 Conclusion and suggestions 43
9 Bibliography 44

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 List of Tables and figures

S.no Subject Pg. no

1 Conversational flow of Tanishq App. 12
2 Organizational Hierarchy 14-20
3 Business development roles and responsibilities
4 Transactional flow diagram
5 Roles and responsibilities of Customer support team
6 Human Resource roles and responsibilities
7 Various functions of Marketing
8 Roles and responsibilities of Finance department
9 Various roles and responsibilities of Sales team
10 Growth of Tanishq
11 Market research

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7
 1.INDUSTRY PROFILE

By the end of the 1980s, the Titan Company launched Tanishq in an attempt to earn its own foreign
exchange, focused largely on exports. In the early 1990s India's exchange issue was fixed, and the
Titan Company chosen to focus the Brand on the Indian Market. The first production plant
launched in August 1992, and Tanishq's first store opened in 1996. Tanishq was the first jewellery
retail brand in India.

The first years of Tanishq recorded consistent losses. In 2000, Managing Director Xerxes Desai
chose Bhaskar Bhat to succeed him. Starting in 2000, its net worth started to grown, and by 2003,
Tanishq was among the top 5 retailers in India, and made up 40% of the Titan group's revenue.

In the early 2000s, Tanishq opened stores internationally, in the Middle East and in the United
States (Chicago and New Jersey), but closed them before the end of the decade.

Tanishq made the beauty pageant crowns for the Femina Miss India 2007. By 2008, Tanishq had
105 stores in 71 cities in India. In 2011, the Tanishq group launched the sub-brand called Mia for
working women. In November 2012, Tanishq reached a landmark when it opened its 150th
showroom in India.

In October 2013, a TV ad launched by Tanishq stirred a controversy because it enacted a second

marriage for the bride and the groom, even though divorced or widowed women are outcasts in
the Indian culture.

In April 2014, the brand started to export to the United Arab Emirates. In July 2014, Tanishq
announced it ceased its gold deposit schemes to comply with the Companies Act 2013, schemes
that enabled its clients to save up to buy gold, but launched it back just a few months later in a
format that complied with the new laws.

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By June 2014, Tanishq had 167 retail stores nationwide, and announced the opening of 30 more
by the end of 2015. In May 2015, Tanishq enrolled Deepika Padukone to be the brand's
ambassador.

In 2017, Tanishq launched a sub-brand called Rivaah targeting the wedding segment. In January
2017, the Titan group merged its Gold Plus stores with the larger Tanishq retail brand.In April
2017, Tanishq launched the sub-brand Mirayah to cater to women under their 40's. In December
2017, Tanishq launched the Aveer line, its first line of products for men.

Industry Jewellers
Founded 1994
Headquarters Bengaluru, Karnataka
Area served Worldwide

Tanishq is a brand of jewellery retail stores in India. The brand is the property of Titan Company,
which is back by Tata Group and TIDCO.

The name Tanishq was chosen by Titan's first managing director Xerxes Desai. The name was
formed by combining the first two letters from Tata and "NISHK" (meaning gold coin or necklace
in Sanskrit), although the k has been modified into a q. According to another sources, the name is
formed with the two words Tan (body) and Nishk (gold ornament) in the Sanskrit language, a
name synonymous to superior craftsmen or absolute design.

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 2. COMPANY PROFILE

Tanishq is the company where we have done our Internship. Tanishq belongs to retail company, it
offers diamond jewelry, and gold jewelry, ranging from traditional harams, mangalsutras and thalis
to earrings, chains, bracelets, and rings. The company also offers gold coins, bricks, and biscuits
or bars; ‘Shine’, a white gold collection; and Anuttara , a program that gives reward points on
every purchase at a Tanishq store and provides care for old Tanishq jewelry. It offers its products
through its stores, as well as online. The company was founded in 1994 and is based in Bengaluru,
India. Tanishq (India), Ltd. operates as a subsidiary of Titan Industries Ltd.

Vision and Mission.

Vision-
 To be a world class, innovative , progressive organization and to build India’s most
desirable jewellery .
 The Training and Education provider .
 Recognized and respected as an organization for excellence and trusted leadership of the
jewellery industry.
 Financial Independent.
 Retail Skills.
 Ethics and Morality conduct for the jewellery.

Mission-
 Total customer orientation.
 Employee appreciation.
 Performance culture and team work.
 Creativity and innovation.
 Passion for excellence.
 Corporate citizenship.

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 Geographical location across in India

Turnover
Tanishq, one of the largest jewellers in the country, said on Friday that it is expecting to touch a
business turnover of almost Rs 7,000 crore during the current fiscal.

The company, which has made over Rs 5,500 crore turnover during the last fiscal, would touch
between Rs 6,500 crore and Rs 7,000 crore, as demand was increasing, despite the increasing
prices of the yellow metal, Tanishq Chief Operating Officer, Mr C K Venkataraman, told PTI.

Mr Venkataraman, here to open a showroom (franchisee), the 127th of the company’s network in
76 cities, said that it proposed to open another 15 to 20 showrooms by the end of this year.

Of the total turnover, 25 per cent normally comes from diamond jewellery sales and the company,
which had just Rs 500 crore turnover in 2005, had touched nearly Rs 6,000 crore during the last

11
financial year, with 40 per cent increase in quantity during the first quarter of this financial year,
he said.

On the increasing price trend, Mr. Venkataraman attributed this to the unrest in some countries
and also “insecure attitude of certain investors”, who wanted to purchase and invest in the gold,
which may fetch good prices at later stages.

Tanishq showrooms have an exclusive collection of diamond jewellery, light weight jewellery and
traditional jewellery and also gem—set jewellery in 22 and 18 karat gold.

Conversational flow of Tanishq App.

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Creativity and innovation of Tanishq.

Tanishq each pieces of jewellery is designed by award winning designers. Tanishq awarded as
most admire jewellery brand in 2004. Each designs will be done by themesleves in their factory
located at Hosur (Tamilnadu).

Growth of tanishq
600

500

400

300

200

100

Innovation is a way of thinking at Titan Company ltd.it generates great ideas and provides a free
creative innovation center space for every individuals who are working in Tanishq. It also trains
students on various tools and techniques to develop innovative thinking capability and the head of
departments are trend as mentor to use the innovation outcomes. Tools and techniques enable
students to think out of the box and beyond the obvious.Tanishq is a latest trending jewellery which
is moving across the country, high performance and creativity is nurtured by Teamwork.

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 3. Organizational Chart

3.1. Organizational Hierarchy

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  Tanishq belive in One company and Many brands.
 Tanishq awarded as national excellence for customer service in retail sector.
 Tanishq has also won 2 global award at “Global Awards for Excellence in Quality
Management and Leadership.”
 Tanishq incircle program as awarded as “Best Loyalty Program” by World Marketing
Congress.

3.2 . PRODUCT PROFILE

1. Tanishq Diamonds

Gulnaaj collection

2. Tanishq Gold

Padmavat collection

Rivaah collection

Shubham collection

Divyam collection

Lavanayam collection

3.The Mia collection.

4.The Aveer Collection.

5.Tanishq Platinum.

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 Tanishq Jewellery collection

Tanishq-The Gulnaaz Jewellery Collection.

Tanishq India’s favourite jewellery brand, has launched a new collection - ‘Gulnaaz’. Gulnaaz
refers to that one flower which is so enchanting and beautiful, that it becomes the pride of the
garden. Tanishq’s new collection features designs which are an aesthetic representation of nature’s
bounty.

Every piece in the collection is carefully designed and captivating, making it perfect to complete
a woman’s look. Or women can take inspiration from the stunning jewellery to create their own
unique look. The ‘Gulnaaz’ collection features a stunning diamond range as well as a few designs
with open polki.

Diamond Range The studded pieces in the collection are a concerto of floral shapes and patterns
using a combination of yellow, rose and white gold. The designs take inspiration from meandering
pathways, butterflies, manicured hedges and floral canopies. The collection boasts of several
modular pieces including necklaces with detachable pendants; jacket earrings that can be worn as
studs or long drops as well as maang tikka as that can be converted in pendants.

Tanishq -The Padmavat jewellery collectionIt is a tredittional art forms of Rajasthan-

spectacular designs in necklace sets, chokers, ranihaars, jhumkis, hathphools, bangles, borles,
naths and maangtikkas. Each piece is resplendent with the glory of a resplendent with the glory of
a bygone era and deserves to be cherised forever.Tanishq pays tribute to Rajputana tradition with
the padmavat collection. Bringing a stunning Collection of jewellery from the movie called
"Padmavat".

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The Holi scene depicted in this song showcases the purity of love between Padmavati and Rawal
Ratan Singh. Representing the strength of love and purity of Rani Padmavati, the jewelry is created
using white and beige elements. Over 700 carat pearls were used in the making of pieces to add to
her elegance and beauty. She is adorning a Saatlada or seven layered necklace and intricate Basra
pearl jewelry with Polki, Kundan and emeralds to celebrate the festival of colors. Jaal earrings
made with Basra pearls cover her entire ear to form an elegant pattern.

Tanishq-The Rivaah Jewellery Collection .

Rivaah is an ode to the beautiful brides of India. As varied as the communities she hails from, the
Indian bride looks absolutely resplendent in her wedding finery. Universally, a father’s
relationship with his daughter has always been precious. This is especially true in a country like
India where a father’s love is more intense because of the culture being followed where he
eventually has to “give her away” in marriage. A wedding thus becomes not only the most
important occasion for the bride, but it also becomes the most important dut for the bride’s father.
This becomes his best chance to express his love for his daughter.

Understanding this very emotion, Tanishq crafted “Rivaah” which is a union of the words
“Riwaaz” and “Vivaah”. With Tanishq’s tradition of craftsmanship, Rivaah has been created to
appeal to both brides and mothers through traditional bridal designs in a contemporary manner.

To capitalize on this bond shared between the father-daughter duo and also highlight ‘Rivaah’,
jewellery brand Tanishq has unveiled its latest brand film in India. The campaign thought stems
from the insight that a father always wants the best for his daughter. With this in mind, Lowe
Lintas Bangalore conceptualized the film that captures how every father re-connects with the
emotions that he has towards his daughter.

Tanishq-The Shubham Jewellery Collection .

The Shubham jewellery collection is a range of gold jewellery inspired by the magnificent templets
of ancient india. Tanishq, which is known for its traditional designs, has unveiled Shubham,

17
its Diwali collection. This year, the brand has also decided to celebrate the concept of
‘shubh shuruat,’ or auspicious beginning, by taking inspiration from India’s temples.

Keeping the temples at Hampi, Gujarat, and Bhubaneshwar as muses, Tanishq took its
designs a notch higher with its new collection, Shubham, this festival of lights. A perfect
mix of tradition and modern aesthetics, every piece in this collection is crafted to
magnificence. To promote this new offering, Tanishq has launched a high -decibel
integrated campaign with heavy emphasis on print and outdoor. Apart from its push on
the traditional medium of television, Tanishq has tapped several cities to execute the print
and outdoor activity across India.

Tanishq-The Divyam Jewellery Collection-

The intricacies of India's majestic temples have stood the passing of the centuries. Tanishq pays
tribute to the awe-inspiring craftsmanship of these sacred places of worship through its latest range
of pure gold jewellery. Comprising of exquisite pieces of art jewellery that will remain timeless,
the Divyam Collection is a celebration of grandeur and divinity. The intricacies of India's majestic
temples have stood the passing of the centuries. Tanishq pays tribute to the awe-inspiring
craftsmanship of these sacred places of worship through its latest range of pure gold jewellery.
Comprising of exquisite pieces of art jewellery that will remain timeless, the Divyam Collection
is a celebration of grandeur and divinity. Gearing up for the auspicious occasion of Diwali,
Tanishq, India’s largest and most preferred jewellery brand, has launched the
stunning Divyam gold jewellery collection. The Divyam collection, inspired by the glorious
temples of India, is steeped in heritage and comprises of stylish and elegant heirloom pieces. Right
from the splendid architecture to magnificent sculptures, this collection draws inspiration from the
nuances and intricacies that traditional Indian temple architecture has to offer. With more than 150
unique designs spread across long haars, necklaces, bead strings, bangles, rings and
jhumkis, Divyam by Tanishq helps you bring positivity and happiness home in this festive season.
To make this season shine even brighter, Tanishq is also offering gold coins on every jewellery
purchase of 10 grams of gold jewellery or diamond jewellery worth Rs. 8,000 and above. Free
Gold Coin offer date differs from city to city.

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Tanishq-The Lavanyam Jewellery Collection-

Tanishq wants to celebrate its roots. A brand which is India’s leading jewellery brand today is
stemmed from the south of India. As a tribute, Lavanyam collection was brought to light
celebrating the exquisite designs exclusive to the South of India. Lavanyam means “Beauty” in
Kannada, Telugu, Tamil as well as Malayalam; and as the name suggests, the collection rightfully
stands a beautiful display of the South Indian exclusivity. Women dressed in their beautifully
woven silk sarees, with ‘mogras’ pinned to their hair, the Karaikudi tiles, the Kolam Rangoli,
playful decorations of the banana leaves and marigold flowers; makes one feel present right at the
heart of south India. These traditional elements and cultural nuances featured in the video is a
successful attempt by Tanishq to showcase how well they understand South India and its unique
customs. The pieces of ornaments displayed in the video are fine 22kt gold jewellery inspired from
the architecture, culture and traditions of South India. The communication incorporated is
artistically aligned to touch the hearts of South India.

Tanishq-The Mia Jewellery Collection-

Mia by Tanishq is fashioned for the woman who looks to jewellery to express herself. The
charming collections are elegant and exciting, powerful and playful, trendy and tasteful, and fine
as much as they are fun. Our necklaces, bangles, rings, pendants, earrings and bracelets are made
to mirror the woman who asserts herself in every sphere of her life, and looks great while doing
so.
For the woman of today who is always on the move, Mia- Me In Action.

Strong. Passionate. Driven. Ambitious. The Mia Woman is thriving at work and has worked hard
to get where she is. She is confident, in control and chic. She knows who she is and what she wants
to achieve. She's going places and she will get there in style. Contemporary workwear jewellery
from Mia completes her professional look while expressing her individuality.

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Tanishq-The Aveer Jewellery Collection.

This 18kt, combination of white and yellow gold ring has a high polish and CNC satin finish.
Inspired from motifs of speed and the rush of pursuit, these dual coloured rings have been
constructed in an innovative combination of modern Laser and CNC technology.

The bands are provided with a comfort fit for great ease of wearing. You can jazz up this bold and
unique Aveer ring with absolutely anything--from a casual linen shirt to a tuxedo--and we promise
your persona will exude confidence.

Simple yet classy, this finger ring for men is from the house of Tanishq. The charming design
depicts a thick 18KT white gold band that has a rectangular crown

Tanishq-The platinum Collection.

These are designs are crafted for most special occasions .Life time warranty and Life time
exchange .Browse through a wide selections of designer engagement and wedding rings from
Tanishq. This 950KT platinum finger ring features a bypass design with four round brilliant cut
diamonds positioned in a floral cluster between the arms of the ring. All diamonds fall within the
G-H colour range and VS clarity grade and are set in shared prong settings. A high-polished finish
ensures that the ring looks lustrous.

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4. Functional departments:

The key characteristic of business development is that it is about creating long-term relationships
that deliver long-term benefits to the business. This means that, as well as creating new
opportunities and relationships, the business development executive must nurture the contacts she
has already made. She does this by organizing regular update meetings and telephone calls. In
addition, she may make informal contacts, such as forwarding a press article that she thinks her
contact will find interesting.

Business development roles and responsibilities

 4.1. Production Department

Tanishq jewellery material make it clear that the company prides itself on keeping its
products affordable, but also on quality. The products of tanishq backed by in depth search in
jewellery space, the production and sourcing unit of Tanishq creates and unique design in the
market. Tanishq is the one Company which has got license to sell its products without an Hallmark
symbol but with the logo of “T”.

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Its diversified product portfolio includes

 Rings
 Pendants
 Pendant Earrings set
 Nose pins
 Necklaces
 Earrings
 Chains
 Bracelets
 Bangles
 Gold Coins
 Bricks/biscuits/bars

Tanishq deals in platinum, diamond and gold jewellery. It has been a pioneer in spreading
awareness amongst the public about the presence of an impurity in gold ornaments by introducing
Karatmeter for checking gold purity. Tanishq diamonds have been certified by skilled graders and
every jewellery piece is sold with TATA seal of trust and certificate of value.

By the end of the year 2015, Tanishq had one hundred and sixty-seven showrooms out of which
nine were large-format outlets of 15,000 sq feet each and rest retail stores. It has a widespread
distribution channel that includes fully-owned showrooms and operations via franchise model
with spacious, elegant and exclusive boutiques located in high-profile areas. Tanishq has an online
portal that displays its designs and offers product and related information. One can easily make a
purchase through this platform.

Transaction flow diagram

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The support team will be a part of transaction process and the daily updates of the transaction will
be maintained by the support team in case of any queries come from the Company and Customer.

In a typical risk based truncation , the customer requests access to protected resource.

Sales:
Sales members generally work directly with prospective customers to help them determine the best
product for their needs and to place orders. Sales department is responsible for generating revenue.
The sales department is tasked to ensure that the sales of products and services results to profit.
The sales department co-ordinates with the marketing department in terms of brand awareness
product launching and more. From the time the product left the production department. Sales needs
to develop ways on how to sell the product to their target users /customers.

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  4.2. Financial department

Tata Group's Tanishq jewellery brand is expecting the Golden Harvest Scheme to rebound to its
earlier levels of 30 per cent of its business by the financial year 2018.

According to the company, Tanishq, a brand under Titan, is looking at add around 25-30 stores
every year in the near future.

The scheme, which used to be a major revenue churner for the company, has affected Titan's
performance recently. Besides, implementation of the new Companies Act a few years ago also
impacted the scheme after all gold purchase schemes were brought under the purview of
public deposits.

The Act further restricted companies from offering a return beyond 12 per cent to deposit holders.
It also fixed the time period for the offer to 12 months, and capped the total amount of deposits to
25 per cent of the company's net worth.

"Owing to the changes in the regulation, the company had to relaunch the scheme almost two years
ago and it is coming back slowly, but surely and it has taken us two years, because the rules were
changed with certain limits being placed on how much we could collect and how much future
payout we could make to the customer," said Rajan Amba, General Manager and Head Retail
(Tanishq), Titan Company.

"Obviously there was a big impact on the company, but it is rebounding now and by next year it
will be back to normal again," he added.

While he refused to reveal the current status of this business, he said that the scheme used to
account for around 30 per cent of the company's business at one point.

"We hope we will reach the same level by 2018-19," he said.

It has two jewellery purchase schemes -- Golden Harvest and Swarnanidhi-Gold Booking Scheme
-- under which, a jeweller collects a certain amount of deposit for a few months

24
It has two jewellery purchase schemes -- Golden Harvest and Swarnanidhi-Gold Booking Scheme
-- under which, a jeweller collects a certain amount of deposit for a few months from the customers,
thereby helping them plan their purchases with an extra benefit of discounts.

At present, Tanishq has 204 exclusive boutiques in 118 cities, making it India's first and
largest jewellery retail showroom chain. However, the jewellery retail major has saturated its
presence in most cities and is looking expand further.

25
4.3. Marketing department

Product in the Marketing Mix Of Tanishq :

Tanishq has initiated the perception of branded jewellery in India. It is one of the most recognised
brands with qualitative products and innovative designs . Tanishq deals in platinum, diamond and
gold jewellery.

It has been a pioneer in spreading awareness amongst the public about the presence of an impurity
in gold ornaments by introducing Karatmeter for checking gold purity. Tanishq diamonds have
been certified by skilled graders and every jewellery piece is sold with TATA seal of trust and
certificate of value.

26
Place in the Marketing Mix Of Tanishq :
Tanishq started its operations from Chennai and with time spread its presence to most parts of
India. In the year 2012 company opened its 150th outlet. It has established numerous sourcing and
production bases and its facilities are located at Hosur in Tamil Nadu and Pantnagar and Dehradun
in Uttarakhand. At its onset products were meant for American and European markets but later
company shifted its onus more on the domestic market. Its overseas pilot stores are in New Jersey
and Chicago. It has its headquarters base at Bengaluru in Karnataka.

By the end of the year 2015, Tanishq had one hundred and sixty-seven showrooms out of which
nine were large-format outlets of 15,000 sq feet each and rest retail stores. It has a widespread
distribution channel that includes fully-owned showrooms and operations via franchise model
with spacious, elegant and exclusive boutiques located in high-profile areas. Tanishq has an online
portal that displays its designs and offers product and related information. One can easily make a
purchase through this platform.

Price in the Marketing Mix Of Tanishq :

Tanishq has targeted urban women from upper and upper-middle class section of society as its
potential customer. It deals with women who love jewellery and are ready to pay a high price for
a beautiful and exclusive piece.

Tanishq deals in high-end products and hence has adopted premium pricing policy. Its brand
name is synonymous with prestige and power and hence people who can afford it are willing to
pay for it. Owning a Tanishq product is not just a status symbol but also a good investment. It is
one of the fastest growing brand names with retail sales of nearly 10000 crore rupees in last fiscal
year.

27
Promotion in the Marketing Mix Of Tanishq :

Tanishq has become one of the major brands of its parent company and this has been possible
because of its intensive marketing policy. The brand has shot some beautiful ad campaigns that
display its products at a maximum advantage and gain them great brand exposure.

Ads have been launched via electronic media on television and radio, print media in newspapers,
magazines and billboards and social media platforms in Twitter, YouTube and Facebook.

Tanishq is aware of the impact of star power and has roped in Indian actor Deepika Padukone as
its brand ambassador. She will feature in various commercials to create positive brand awareness.
Tanishq showroom appeared in Hindi movie Race as part of its promotional plan. The company
has designed jewellery for Hindi movies like Paheli and Jodha Akbar. Tanishq in the year 1999
delivered 20 crore rupees worth of gold coins to Maruti Udyog Limited as gifts to buyers of Maruti
cars. It had a positive impact on sales of both companies.

4.4 HR DEPARTMENT
 Recruitment:
Recruitment is a vital task for HR department because it determines what kind of people will
work for the company – whether they have the right knowledge and skills, and whether they are
suitable for the position or not. To accomplish this mission, they HR department need to develop
and execute quality recruitment strategies to ensure that recruitment meets all affirmative
action commitments.

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Customer Support-

The customer support team acts as the mediator between the Company and Customer. The main
objective of the customer support team is to resolve the queries and to improve the customer base
with proper feedback to the users.

The main challenge for the customer support team is to maintain the customer base by ensuring
the customer satisfaction to the user.

 Compensation and Benefits:

HR manager needs to establish strategic compensation plans, ensuring wages and reward programs
are administrated equally throughout the workforce. They need to provide employees with benefit
options, including health insurance, retirement planning, life insurance, etc. What’s more, they are
responsible for authorizing salary changes, position changing an election.

 Employee Relations
HR department is also responsible for investigating and solving employee complaints, conflicts
and concerns. Many possible issues might arise in a company. For example, an employee is not
satisfied with his performance assessment result and seeks for revision. If this kind of circumstance
happens, the HR department needs to research on this issue, and solve the problem by negotiating
with his superior.

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  Training and Development
Through effective training, employees could enhance their knowledge, skills and work abilities,
so that they can improve their job performance. Human resource department conduct needs
analysis to decide what training is necessary to improve performance and productivity.

 Workforce Safety

HR department needs to ensure every staff working in a safe environment. It’s their obligation to
research and develop safety policies for the company that is in compliance with state and federal
laws and regulation. They need to identify unsafe conditions and make clear notice on potentially
dangerous matters such as dangerous equipment, chemical drugs, radioactive substances, etc.

Human Resource roles and responsibilities.

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 5. SWOT Analysis
Tanishq is a jewelry brand in India. It is a division of Titan Company, a company promoted by
the Tata Group in collaboration with the Tamil Nadu Industrial Development Corporation
(TIDCO). Tanishq’s headquarters is at Bengaluru (Bangalore) in Karnataka. Here is
the SWOT Analysis of Tanishq.

Strengths in the SWOT analysis of Tanishq :

1) The backing of Tata, Titan and TN government – Tanishq has a strong backing of
Tata Group and TN government giving it the necessary resources and markets to function well.

2) A trusted jewelry brand in India – It has been one of the most trusted jewelry brands
in India which brand recall is very high. This gives Tanishq an edge over its competitors.

3) Excellent promotional activities – There have been a lot of advertising

and promotions for the brand in terms of TV ads, hoarding, promotional offers. Again this is
helping in maintaining the brand value of Tanishq in the market.

4) Right Product Mix – Tanishq not only has wedding and diamond collections but also deals
in simple, low-priced, daily wear jewelry products giving it an opportunity to reach out to the
customers of every stratum of the society.

5) Widespread geographical presence – Tanishq has a store presence in more than 100
cities in India. This is huge feat being a jewelry brand and it again gives an edge over most of the
competitors since a product like jewelry is what people want to feel and buy.

6) Multiple award-winning brands – The brand has won many awards in the past for its
designs, marketing, and retail chain categories to further strengthen its brand value.

31
7) Endorsement by famous celebrities–Amitabh Bachchan, Jaya Bachchan, Deepika
Padukone and much more are the likes of celebrities this brand has got it associated with for
endorsement. These celebrities have an every household reach in India which strengthens the brand
association of people of different categories with Tanishq.

Weaknesses in the SWOT analysis of Tanishq :

1) Limited international presence – Tanishq has a very limited international presence as

compared to some of the international brands in the jewelry arena.

2) The limited scope of growth due to fierce competition – A large number of

regionalized competitors in India does not allow a fast-paced growth in the market. Tanishq has
stores in more than 100 cities but the growth rate is not as expected due to these direct competitors.

3) Initial negative perception of the brand being for rich only – The earlier
perception that Tanishq caters only to the rich people hurts a little. Even though they have products
for low-income groups as well now, this negative perception needs to be removed completely.

Opportunities for the SWOT analysis of Tanishq :

1) Expand globally – This is a huge opportunity for Tanishq which will help in increasing the
reach, revenues, and profits if they can successfully expand themselves globally.

2) Improve growth rate and profitability – This is necessary for every company in every
industry but yes for Tanishq it becomes all the more important to make sure they are profitable in
this volatile market with such dynamics and competition.

3) Tap the growing economy – It is important to understand the growing demands of

growing economy and launch the right products at the right time. This is where Tanishq really
focuses upon to increase their market share.

32
4) Indian wedding market is a big opportunity – Indian wedding market is one of the
biggest areas where every jewelry company can see something for itself and Tanishq is no
different. This makes it significant to continuously keep this market interested in the brand.

Threats in the SWOT analysis of Tanishq :

1) Escalating gold rates – Gold rates are an ever-escalating affair which makes it difficult
for a company like Tanishq to have the consistent profit margins.

2) Dynamic fashion trends – Fashion trends are always in a change mode which needs to be
met on almost daily basis. This affects the monetary value of the inventory of such a big
organization.

3) Strong competition from both branded and traditional jewelers – Competitors

are always a threat to everyone is expanding which makes the window of growth even smaller.

4) Gold is not seen as an investment anymore – A big population in India which used
to buy jewelry by considering it as an investment is now moving to different options to invest. It
makes the industry more dependent on luxury and fashion targets.

5) Changes in government policies and taxes – This has been a big problem for luxury
items. Every budget sees change in some of the other way in luxury products like jewelry which
affects the profitability of such companies in a big way.

6) Increasing rates of interest – This is again related to the changes in financing rates which
are increasing year on year making it more difficult to reach profitability consistently.

33
Jewellery Market Behavior in Last one Decade ( 2008-2018)

The concept of branded Jewellery in not very old it took its shape hardly 10 to 15 years back. In
the late 1990s, the Indian Jewellery market witnessed a shift in consumer perceptions of Jewellery.
Instead of being regarded as only an investment option, Jewellery was being prized for its aesthetic
appeal. Trendy, affordable and lightweight 3 Jewellery soon gained familiarity. Branded Jewellery
also gained acceptance forcing traditional jewellers to go in for branding. Due to the opportunity
given by the branded Jewellery market, the number of gold retailers in the country increased
sharply. Branded players such as Tanishq, Oyzterbay, Gili and Carbon opened their outlets in
various parts of the country. Traditional jewellers also began to bring out lightweight jewellery,
and some of them even launched their in-house brands. However, the share of branded jewellery
in the total jewellery market is still small though it is growing at a pace of 20 to 30 percent annually

The branded jewellery segment occupies only a small share of the total jewellery market because
of the mindset of the average Indian buyer who still regarded jewellery as an investment.
Moreover, consumers trusted only their family jewellers while buying jewellery. Consequently,
the branded jewellery players tried to change the mindset of the people and woo customers with
attractive designs at affordable prices. Titan sold gold jewellery under the brand name Tanishq,
while Gitanjali Jewels, a Mumbai-based jewellery exporter, sold 18-carat gold jewellery under the
brand name Gili. Gitanjali Jewels also started selling 24-carat gold jewellery in association with a
Thai company, Pranda. Su-Raj (India) Ltd. launched its collection of diamond and 22 -carat gold
jewellery in 1997. The Mumbai-based group, Beautiful, which marketed the Tiffany range of 4
products in India, launched its own range of studded 18-carat jewellery. D’ Damas Diamonds,
Nirvana Diamonds, Tanishiq, Gili, Nakshatra Diamonds, Asmi, Carbon, Oyzterbay, Trendsmith,
Adora Diamonds, Kiah Diamonds are popular brands of diamond jewellery.

Overview of the jewellry market in India

Jewelry includes ornaments that are worn for personal adornment. Jewelries are made of gold,
diamond, and other precious metals such as platinum, silver, and gems. Jewelries play an important
role in the lifestyle of Indian people and they associate jewelries with a number of reasons such as

34
status, long-term investment, and hedge against inflation. Technavio's analysts forecast the Indian
Jewelry Market to grow at a CAGR of 15.95 percent over the period 2008-2018.

Jewelry Market in India 2008-2018, has been prepared based on an in-depth market analysis with
inputs from industry experts. This Indian jewellery market size report provides an insight of the
Indian economy and also explains in brief about the few important mines and main production
centers of jewelry in India. This report also explains various distribution channels used to sell
jewelry in India. It also discusses the major drivers that influence the growth of the market. In
addition, it outlines the challenges faced by vendors and the market at large, as well as the key
trends emerging in the market. The Indian jewellery industry analysis report also includes a
discussion of the key vendors operating in this market. According to the Indian jewelry market
analysis, this market is segmented into three categories: Gold Jewelry, Diamond Jewelry, and
Other Jewelry.

Key Vendors

 Malabar gold & diamonds.

 Titan company & limited.
 Gitanjali gems .
 Kalyan jewellers.

35
 Market Research.

Comparative Analysis-

At Tanishq, the certificate of Authenticity provided with the jewellery ensures that you get what
you pay for.
Gold rate charged for stone weight: Charging the rate of gold for the weights of stones used in
a product. At Tanishq, you are charged only for the net weight of gold used in the product. The
price of stones is added separately.
Differential buy back: Having a different rate for selling and buying gold jewellery. At
Tanishq, a single gold rate is maintained for buying or selling gold jewellery.
High wastage: In some cities across the country there is a wastage component attached to
making charges.
Tanishq was the first jeweller to provide certification for the purity of gold used in products.
Tanishq has its own hallmark to certify the purity of Gold. Every peace of jewellery has a Q
mark which stands for Quality indicating that the products has undergone that quality check. You
can walk into any Tanishq store and check the purity of products.

Tanishq – Kalyan

 Based on customers.
 Based on Design and Collection.
 Based on Turnover / revenue.
 Based on Number of branches.
 Based on Types of advertising.

36
 1. Based on customers-

S.NO Subject Numbers

(on daily basis)

1. Tanishq 50-60

2. Kalyan 45-50

51

50

49

48

47

46 50

45

44
45
43

42
Tanishq Kalyan

On the basis of this Study we were observed that , the number of customer who visits Tanishq is
more than the customers who visits Kalyan on daily basis.

37
 2. Based on Design and Collection.

S.NO Subject Numbers

1. Tanishq 25

2. Kalyan 12

30

25

20

15

10

0
Tanishq kalyan

This is regarding desings and jewellery collection of Tanishq and Kalyan here we identifidy that
Tanishq has more jewellery collection and verities in Comparison with Kalyan .Such as
padmavat ,Rivaah, Gulnaaz , Lavanayam ,Shubham ,Divayam ,Aveer, Mia etc.

38
3.Based on Turnover / revenue-

S.NO Subject Numbers

1. Tanishq 70.80 billion

2. Kalyan 84.73 billion

90

85

80

75

70

65

60
Tanishq Kalyan

The revenue or turnover of kalyan is Higher then that of tanishq’s ravenue and it is all about
84.73billion .

39
 4. Based on Number of branches.

S.NO Subject Numbers

1. Tanishq 201

2. Kalyan 134

250

200

150

100

50

0
Tanishq Kalyan

The Number of branches or stores of tanishq is more when it is compared with Kalyan. Where as
the area covered by Kalyan is across India but tanishq stand at worldwide.

40
 5. Based on Types of Promotional activities .

S.NO Subject Numbers

1. Tanishq 7

2. Kalyan 6

7.2

6.8

6.6

6.4

6.2

5.8

5.6

5.4
Tanishq Kalyan

This research makes us clear that almost both the jewelers using same types of promotional
activities like media , newspapers ,events ,outdoor media’s ,magazines , digital Marketig etc.

41
 6. Summary of findings

Tanishq outlet shows that. The people behind the counter are polite and courteous. They know that
they are there to deliver the promised exceptional services. The people at Tanishq know what is
required of them and hence this will prove beneficial when Tanishq goes global to maintain its
global standards. Tanishq, as and when it decides to go global will make a great global brand . As
we can see they have all the characteristics, which all the global brands have, it can be said that
Tanishq has all the potential to become a leading global brand.

42
 7. Conclusion and suggestions.

Managerial effectiveness is the key issue in the present senario. As such, sincere efforts should
be put in by Tanishq for developing managerial classes at all the levels of the management. It is
suggested that Tanishq company should fully adopt total quality management philosophy and
best corporate governance practices of international standards in order to have firm footing
global markets .it is further suggested that Tqanishq should develop team work for quality and
innovative leadership for inspiring change because organizational, managerial and financial
changes have taken place in the present time so tanishq should develop dynamic leadership.

43
8. Bibliography:

 www.tanishq.com

 www.tanishq.co.in>collection

 https://www.tatacliq.com>tanishq

 www.titan.com

44
 PROJECT WORK DIARY
Section of the Brief particulars Problems Solutions Remarks
Guidelines of work encountered if any
completed
part 1
Industry
profile
Part 2
Company
profile

Part 3
Organizational
structure

MBA Batch 2017-19, University of Mysore (UOM)

s.no Name of the student Reg. Num Signature

1. Bhargavi HD 17MB2849

2. Ku. Purnendra Pratap singh 17MB2880

3. Sujata bhalme 17MB2920

4. Tanniru durga rao 17MB2927

5. Vijyani ravi teja 17MB2831

Name of the faculty guide: Prof. Mohan Kumar

45
 Signature of the faculty guide:

PROJECT WORK DIARY

MBA Batch 2017-19, University of Mysore (UOM)

Section of the Brief particulars of Problems Solutions Remarks if any

Guidelines the work completed encountered

PART-4 .

Study of
functional
department

s.no Name of the student Regd Num Signature

1. Bhargavi HD 17MB2849

2. Ku. Purnendra Pratap singh 17MB2880

3. Sujata bhalme 17MB2920

4. Tanniru durga rao 17MB2927

5. Vijyani ravi teja 17MB2831

Name of the faculty guide: prof. Mohan Kumar

Signature of the faculty guide:

46
 PROJECT WORK DIARY
MBA Batch 2017-19, University of Mysore (UOM)

Section of Brief particulars Problems Solutions Remarks if any

the of the work encountered
Guidelines completed

Part-5

SWOT
Analysis

s.no Name of the student Regd Num Signature

(Name of the Team (Reg. No) (Signature)

Members)
Bhargavi H D. 17MB2849

Ku. Purnendra Pratap singh. 17MB2880

Sujata Bhalme. 17MB2820

Vijayani Ravi Teja. 17MB2831

Tanniru Durga Rao. 17MB2827

47
Name of the faculty guide: Prof. Mohan Kumar
Signature of the faculty guide:

48
49