Nominated | Book Awards 2019 | English Non-fiction
When Titan Company Limited launched its quartz watches some 30 years ago, the founders - a merry bunch of Tata employees who started out simply wanting ‘to do something different' - could not have foreseen just how completely they would capture the imagination of Indian consumers in the post-liberalization era of the 1990s.
The brand they created - at first against tremendous odds and restrictive norms - injected freshness into the market and in retail spaces through its cutting-edge marketing strategy and empathetic advertising. Not only did the new watchmakers on the block transform watches from being utilitarian objects to fashion statements, but it also systematically ventured into areas untapped by corporate entities with its brands Titan, Tanishq, Titan Eyeplus, Skinn and Taneira, and established itself as a winner across multiple verticals.
Titan: Inside India's Most Successful Consumer Brand takes readers from boardrooms to back rooms to reveal how a quintessential Indian brand from the house of the Tatas, not known till then for its success in the consumer goods market, reached such remarkable heights. It is a tale of innovation and fortitude, of thinking outside the box and staying the course, of obsession with detail and the courage to acknowledge failure. A story that will inspire every reader, here is the inside account of what continues to make Titan tick.
VINAY KAMATH is an associate editor with The Hindu BusinessLine based in Chennai. Prior to joining BusinessLine in 1998, he did a short stint in television with TV18, where he was the chief of news bureau, Chennai. He has earlier worked with Financial Express, BusinessWorld, Times of India and Economic Times. A graduate in economics from Vivekananda College, University of Madras, 1985, Kamath earned a diploma in journalism from the Times School of Journalism, New Delhi, in 1986, and was also a member of the first batch of the Chevening Young Journalists' Fellowship Programme at the University of Westminster, London, in 1995, a scholarship offered by the British Foreign & Commonwealth Office.