Tanishq: Managing Turnaround

About the Book

The Tanishq brand belongs to the Tata group, and true to the group's policy, the brand aims at bringing in credibility and professionalism to the jewelry industry. Today, Tanishq is recognized as a path-breaking effort that has earned a reputation for trust and excellence. It is credited for introducing pioneering concepts in an industry where tradition once ruled. But it wasn’t such a happy story all along. Launched in 1996, Tanishq had to face several challenges concerning value proposition and positioning in the retail market and had incurred losses for three consecutive years. This book aims to study what went wrong in Tanishq’s entry strategy and how Tanishq has managed to turn itself around into a profit-making entity.

About the Author

Prof. Palakh Jain is a visiting faculty in economics area at School of Management and Entrepreneurship, Shiv Nadar University. A Fellow of IIM Ahmedabad in economics area and alumni of Delhi School of Economics, University of Delhi, Palakh was awarded with Junior Research Fellowship by the UGC in 2005. Currently, she is associated as a consultant with ICRIER, leading a project on Indo-Pak FDI. Also, she is empanelled as a visiting faculty with Faculty of Management Studies, University of Delhi, teaching strategic analysis in their executive MBA program. In the past, Palakh had been associated with constituent colleges of Delhi University as an assistant professor of economics.