Raga and Tanishq

Group 6 - PBM – RAGA and TANISHQ- Symbolic linkages between brands.

Transition in Life style of Indian Women

During 1950s after independence, families in India were joint family and mostly male dominated. Over the years, families started becoming nuclear, especially in urban areas. More emphasis was given to women empowerment. Women started to play larger roles in making important family decisions. Indian women became independent, better educated, career-oriented, and started to earn money. Western influences, higher disposable income, a need to differentiate at the individual level but still embracing the Indian culture and ethnicity at heart are some of the aspects of these women.

Positioning of Tanishq

Gold was culturally associated with self-expression for women. Traditionally women bought the jewelry from local jewelers which was a ritual for them. Initially, Tanishq was not very popular in India because branded jewelry was too niche for Indian women.
Later in late 1990s, Tanishq changed its positioning strategy to target the Indian women who were modern as well as traditional at the same time and wanted classy and beautiful looks irrespective of age. It was considered to be trustworthy, credible and having various innovative designs by independent and working women.

Positioning of Raga

Raga was the first ever watch brand launched exclusively for Indian women. It was positioned as ethnic watch that was a combination of modernism and Indian culture. These watches were specially designed for women which would make them look even more beautiful, elegant and sensuous in an Indian way. Raga was promoted by the celebrities whose image in people’s mind would match with the image that Raga watches wanted to convey.

Brand Identity prism for Titan Raga

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