Selling branded jewellery, Tanishq, the brand jewellery business of the Tata group clearly believes, is all about good taste, and it has put its money where its mouth is by signing entrepreneur and foodie (and columnist for Mint) Karen Anand to create a signature drink that will be served to customers walking into Tanishq outlets.
An executive at Tanishq said the decision to offer customers a drink was part of an initiative called “Customer First”. According to Badal Suchak, the head visual merchandiser at Tanishq, this is all about “creating a multi-sensory experience in our boutiques for customer delight.” “We want to make our customers really happy,” added Suchak.
Tanishq’s sales crossed Rs1,100 crore in the year ended March 2007. The brand has a 70% share of the branded jewellery market. The Indian jewellery market is currently valued at Rs65,000 crore but unbranded jewellery accounts for 98% of this.
Tanishq said it would try out the “Customer First” programme in Delhi, Pune and Bangalore before rolling it out across its stores in India. Together, these stores get an estimated 80,000-90,000 visitors and customers every month, according to a person familiar with Tanishq who did not wish to be identified.
Tanishq plans to offer a range of fruit-based drinks and sparkling water, flavoured with exotic fruit and spices. It is not clear if it will offer the drink to all visitors or just select customers making big-ticket purchases.
Anand is not new to the business of creating signature drinks. Customers at skin care chain Kaaya from Marico Industries, are offered a range of signature drinks created by her. The jewellery brand of watch maker Titan Industries, Tanishq was the first corporate attempt to enter the jewellery retailing business.
In addition to India, the brand, which was launched in 1995, sells in West Asia, the US, Europe, and Australia. Over the past few years, it has made its presence felt in Bollywood, designing jewellery. for movies such as the Shah Rukh, Rani Mukherji starrer Paheli.
According to Suchak, the “Customer First” initiative will also include an emphasis on after-sales service, training service staff, and other similar efforts.