Tanishq Jewellery कैसे कमाता है सालाना ₹23,268 करोड़? | Tata Case Study
One of Ratan Tata's Navratna companies is Titan, this company came in 1999, if at this time you had invested 1 lakh in the stock, then its value in today's date is six crore rupees i.e. this company has given a return of 60000%. It seems to be in the name of Titan and these watch sellers are not less, it has become so big, brother, Titan is a big company in which watches also go, glasses also go and
Jewellery also goes and jewellery accounts for 88% of Titan's total sales and the jewellery brand that is inside Titan is named Tanishq and today's case study has sent it to him. The most important thing is that Tanishq brand made Titan Titan. This plant was not launched in the way, it was launched in Jugaad, it was forced to launch it and it is not that it is launched. It was a hit, initially it was in a huge loss for 5 years and there was such a situation that the brother company would have to be sold, it would have to be closed, but then what did he do that last year its sale.
What did you do in this sale of Rs 23268 crore that generates cash of Rs 2,5 crore every year, what is it that every year these people make 12000 new designs of jewellery, how did they make the productivity of their employees and from this study of Tata Group, you will know how the employee is taken care of and when the employee is taken care of, then it is yours. If you want to understand how to manage the vendor, how to manage the employee, how to do marketing and want to learn all these things from Tata, then this is the case study I have given you.
I had promised that I will study 10 employees of the Tata Group, this is the first case study, as much as its study will be loved, the next job study is going to come in front of you, so you have to like the video and share it and if the channel has not subscribed yet, then do it brother, you will miss the big things, now let's leave everything else and do the video. The [music] item was started in 1984 by the Tata Group with the Investment Corporation of Tamil Nadu.
What do you do to make a watch, whatever equipment etc. they need dollars to import import cards from outside, they would easily ask the government for the dollar owner, what happened around 1990, brother, iraq and america fought a war over Kuwait and there was a huge rift and in that case, the price of oil is absolutely government, that oil is completely imported. If you have done it, then the Indian government started falling short of dollars, so the Indian government gave it to all the industrial houses, brother, don't come to ask for dollars from us, if you need dollars, then arrange it yourself.
Hi, we don't mean to earn, so brother, Titanic brother, to make a watch, you need equipment, for that, you need dollars, there is no dollar, what to do, then he said that there is a concept in the West that there is a watch shop, jewellery is also sold there, tell me to reduce it, what to do quickly, will send it as soon as possible, if you sell there, then dollars will come from there, buy the same dollar equipment. If you take it, it will be reduced, then they started it in the segment to give it quickly for the exchange of dollars, we call it Modi ji's language, now the year of jewelry has been started there.
Started doing your jugaad, but gradually what happened, liberalization happened in 91, India's economy opened and India's economy opened, then brother Infosys will come, Wipro came, when this big company did it, India started getting a lot of dollars, so there is no problem in the government, you do not have tension and the oil that was there was also gradually reduced, so now you said It is such that there is no shortage of dollars in Brother India too, if you want, close this segment, but Titan said that brother has invested in the factory, has taken the machine machine, installed the labor river, what to stop now?
Titanic launched a new brand Tanishq and he said that he does not send jewellery outside, you will send it to India soon, but initially it did not succeed. By the year 5, a loss of 2000 crores had been collected. He sold diamonds to The Mackenzie Company. It was that all the people in India take the same brother, traditional family jewelers, you go to your house and ask where your father also takes it from there.
I would have taken it and watched the curtain, so the jewelry from where to get it is a jeweler fix, Tanishq was not a company, who will come, the second thing was that Tanishq initially made jewellery for waste, then it was made in 18 carats because he had to give a good design, so brother, 18 carat is good to give a good design, now 18 carat does not work in India. The people said brother, they will take below 22 carats, otherwise Tanisht said that well now we understand that they should sleep, they should not have design in the design, they say the design is there, let's sleep too.
Let's give a total of three changes in their system and in the wake of those three changes, Tanishq Complete turned around and became such a big company, what was the first change that the display of the price tag of the jewelery used to come, along with that, they also started writing that brother, there is so much gold in this hurry, so much weight of gold, so much gold weight, so much confidence came to our customers. The second thing that changed the game, which is called master stroke, what to do, then a machine was metered and brought to the Tanishq showroom and he said, "Brother, the job of this machine is to check the purity of the jewelry."
To do and add marketing in the paper given in the advertisement given in TV, brother, whoever has gold, come and get it checked for free and take it, now brother, do you know the name of free, how is the people of India, let's check gold for free, that brother, the herd of the herd reached here and said, tell us how it is and 60% of the cases are like this there. Where the purity of gold came out, the purity of gold from their pedia, which is theirs, they said something else, now brother, they thought we would cheat, then they got reliance, brother, wrong was happening to us, now they have to take it from brother's shop.
Will not take it from the local and tata's band was standing behind Tanishq, so gradually the trust that was there was broken and the third thing that he ran in the 1920 scheme was what was this, he said that you test your jewelry, if the jewellery came out between 19 and 22 carats, brother, 16 17 18, then your mistake brother you know and yes if you get 20 carats checked. If you get out, then reduce you, take any gold up to 22 carats from Tanishq, we will take charges for making, will not take money for gold, that means give 20 carat jewellery and take 22 carat jewellery, now you give sim making
You will say brother, why do you sand water from this two-carat pocket, sir, in jewellery, you know that once the jeweler who became the jeweler who was tied to the pedia, will buy every wedding every year, will buy every Diwali and buy from it, will buy it from generation to generation, then Tata said that brother came here from there once, where in the beginning, where the loss was right, even if you say the right thing. In the beginning, if the loss became the right thing, then the same thing was soaked by Tanishq, now the three Jains like them started getting customers and brother, the company which was a loss was converted into profit, now brother, ahead of it.
Now they have to increase and now Tanishq has come in his real avatar that he did not invest big money in expansion, brother started the asset light method and Tanishq franchise showrooms that see these locations in two-four square showrooms, see the place and do it there and gradually increase their sales through their football. They have launched a mega showroom of 2010 square feet in Chennai, where there is a fierce design and tremendous success.
In 2011, he launched a 25000,20000 sq ft showroom in Andheri in Mumbai and noticed that a showroom of 2000,10 square feet offers more than <> showrooms of <>,<> square feet. The head comes, you also saw that there was a controversy on two ads in the middle, Tanishq made Brother Amitabh Bachchan the brand ambassador, 'Bhaiya Tum Karo, then now he has made Kajol Jodha Akbar'.
Where to get Tanishq's jewelry in Padmavat, its jewelry will be less, so gradually Tanishq's husband started increasing the confidence of the people, so now let's talk about the marketing, and this is the expansion, how did he increase his sales, first of all he launched a scheme Golden Harvest, what is this scheme, brother, it is in your mind that this question should be your selection of ₹ 120000 but you said 120000 So it doesn't matter, so it doesn't matter, now reduce 10 ₹ 10000 every month, keep depositing 11 months, you deposit 12th month, then if you want to take a chain of 120000, then 10
For 11 months, you will give money for 12 months, your brother will benefit and if the brother set is also made in pieces, then this scheme is a big first of his sales, second, he said, "Man, even here, only jewellery items are scattered and can you send something?" Now if someone does not go there wearing a set of five lakhs, then launch light jewellery for there, for 5000, 10000 rupees, which small pearl ring of ₹ 15000 can be worn by the designer and if he likes it too, then for him.
They launched the collection by Mia, where the collection of more than 3000 simple jewelry is going on, then they were selling it to normal people, they also caught the working class and launched things for them too, now there are some customers who say that the whole world is taking the normal brand, we will not take that brand, we want luxury brand, their brother, you also launch it for you. Zoya is starting the rate from 75000 and there is a completely different design, take this too, which is a very rich segment, they also caught the average, they caught the working class.
Where man, what is the biggest segment, the biggest segment is wedding jewellery, 50% of the people who are sold in the wedding affair, so they launched a collection which in my view is the best idea so far. It is different from Oriya, so according to their region, according to their culture, bhaiya will make them quickly, like if there is a Bengali bride, then brother will make their jewelry.
Incomplete is incomplete without Shankhpal, Gujarati bride, without Chandan and Jaddar, it will not work and in Tamil Nadu, Oniyan will be made with the photo of Lakshmi ji, so they understood in one tradition what will work and launched that kind of collection, then every kind of community person got his goods, then Bhai Saheb started getting sales from every segment and that is why Tanishq has 403 showrooms at today's rate. They have a total of 243 cities and a total of more than 20 lakh square feet of retail space, now one thing comes to know how the sales have increased, understood that different products have been launched.
Brand launched, marketed, taken Amitabh Bachchan, has taken Kajol, shown in the movie, how to reduce casting, you said how to move forward in minimum money, you will also talk about how to take care of the employee, how to take care of the vendor, we will also talk about it, but if you learned this sales and marketing strategy and what I told you about the concept of long-term value. That once brother gives it from two carat pocket, then what happened, customer closed for pedia, you want to understand all these concepts in detail and say and why does our cell go?
Marketing fails, why don't our employees work, you want to know all these things and you want to be like this ku, then I launch an un-course trader tu see you every Sunday there is a 4-hour class, this is a pre-recorded video, I am speaking in front of the camera, I come live in it and sit with you for four hours and have fun and the trader will have one by one. I will tell the mistake that why your employee does not work, that's why you do not do marketing which is failed, so it has spread, why is your cell not increasing, so it is not increasing and how does the sale increase like this?
How big brands do big brands market how big brands do less big brands how big brands think how big brands think about all these things in a lot of depth, now they talk about how they cast less, how did they cast their dude, how to reduce casting, how did they say brother, who does the work, what is the problem of artisan artisans, find out what is the problem of artisans, what is the problem of artisans that 20 years of age I will work as an artisan, now he sits in such a place where there is no brother, the air does not come properly, the light does not come properly and it is installed manually with the eyes.
People have a problem of guard, eye problems and at the age of 40, they leave this job and start doing some other work and then the new man does not get them in it and Tata said that you will be arranged like our employees, we are giving you the facility of insurance to go to the hospital, so they have to do a monthly checkup, do a routine checkup. Yes, we are providing facilities, if you need a loan, you need finance, and they took a very great initiative in the year 2008, they created an artisan park that brother will build a park where
The artisans will be seated and all the facilities will be given and a program will be introduced. Mr. Perfect, what will you do in the perfect program and what will the artisans do in the park? They said that brother, we will provide machinery, we will provide the material, we will provide training, whatever work you do, there is one, work in one condition, work in good lighting, now you are sitting on the ground and working like this. It will be provided so that there is less problem in your garden, we will tell you the ID card, give you the uniform.
In 2012, he built four parks of 11 11 thousand square feet in which he kept 1400 artisans and all these facilities that I am telling you are to stay there and more than 60% of them come from Bengal. Take care of the convenience, now there will be a question sitting in your mind, Rahul ji, you are saying the casting is left, I feel like you are putting it man and you are putting it brother
Save money to sir, where did you put money, you are making this park, you are giving so many facilities insurance of 20-20 crores, why did the data say brother, when he gives, he also gets the same result as he does, what is the result of this, first of all, he used to make productivity and started making 4 kg gold quickly, production capacity 550 4 kg It takes 5 people to make it, one man is making it, it is fun, giving all the machines, giving technology and training, what is the benefit of that, first these people used to make it by hand, then one became like this in the other.
There is a little difference, man, the man is making manual, making it by hand, then there used to be a little difference in 20/20, now brother, it is also from the machine, it is from training, so there was no difference in peace by piece, so it was casting, she survived, he released that brother, 874 types of materials will be required to make any kind of manufacturing piece, they will take 874 types of materials. Make the material available in the artisan park, what used to happen earlier, the artisan started making something brother, this thing is not there, now I will go from the market and bring it tomorrow, then I will make it tomorrow, then make it again, this thing is not there at all.
Then it will take two days, then this jewelry which was made in three days is being made in seven days because the material is not available, sometimes when did you get more, now everything started getting in one place, what happened in this case that the waste that used to be lying here and there is not the same waste, now this mall has been given, now it will be available by becoming KB, the movement of gold has started. Imagine there are 1000 artisans and every artisan has given 10000 grams of gold, how much gold has been blocked and he has kept all the artisans sitting in one place and has given all the facilities, then how fast is the rotation of gold increasing?
The inventory used to be for 30 days, it came in three days, well, the wastage that used to be in the industry is wasted by about 5%, gold income is wasted, point 15%, this means that they save 75 to 80 kg of gold in a year. Good technology, they started it. Earlier, an artisan used to sort diamonds in the artisan park, brother diamonds of different types. It has to be sorted, it has to be filled in packets, 40 artisans make 800 packets of the mill, 40 artisans make 800 packets, a robot started making 2500 packets a day, total 65% time to set good diamond core stone
So it goes into setting the diamond, that work is also put on the machine, then brother, which used to be 150 castings a day, it started casting 1800 in a day, increased 12 times, productivity, so it takes an average of 8 months to launch a new product, they launch a new product in a month, then those who make 3000 designs a year. In this year, 12000 designs were made, the cost of production came down by 65% and the productivity of the employee increased by 270%, so you tell me what happens by giving benefit to the employee.
People think that you will not be able to suck the employee brother, you will take one step forward, you will take 10 steps, all these things have such an impact, the profit has become 100 crores more than thought, so you thought that it has not happened so much, they said that due to which they have told them, then a small part of it they said that whatever franchise I have to distribute, plus all the vendors. Gift 50-50 grams of gold coin to those who have helped in doing this, so if I will convince you in the last video, should I make a management lesson, what to learn from this case study?
First of all, the Tata Group operates one thing that whatever product or industry is organized, we will organize it that the jewellery market used to be available from small shops. The first one tries to create a brand, the second recognizes the nobs of the customer, think who will think that making your kind of bread and every kind of one, so if you want to earn a profit.
The third thing is that brother, you think that I should suck the vendor, suck the ambulance, when you are upset while sucking them, their mindset does not decrease, it is your own productivity journey, you will take one step towards them, they will take 10 steps and put their full life, then you will always keep this satisfaction in your mind, you have to do something for them. Will do something for you and they will not do it, brother, the son above takes tension, once you do the business from the point of view of charity, then see then it will be fun.
Series means that brother, business is not for yourself, there is a job for yourself, do business, then do such a thing that man, this is also the house of 10 people, for their employment, these are my customers, they are also happy, this is my 25, nor is it also happy, man, I earned so much money, then i also paid so much tax and man, if so much money is left. I have also done so much charity when you are doing business, i want to spread this thing 360 degrees.
Till then, thank you Jai Hind.
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