Case | HBS Case Collection | August 2006 (Revised February 2009)

Tanishq: Positioning to Capture the Indian Woman's Heart

by Das Narayandas and Kerry Herman


The firm has to choose between an established brand, Tanishq, and a new skunkworks brand, GoldPlus, to go after the Indian plain gold jewelry market: Tanishq, initially targeted at a western customer, has undergone strategic retooling and has currently been repositioned to serve the "traditional yet modern" Indian woman. The brand still carries some baggage from its past. GoldPlus, on the other hand, is a new brand that is positioned to serve the plain gold wedding jewelry market. A variety of strategic, economic, organizational and brand investment reasons make the decision an important one.

Keywords: Customers; Brands and Branding; Product Positioning; Segmentation; Apparel and Accessories Industry; India;


Narayandas, Das, and Kerry Herman. "Tanishq: Positioning to Capture the Indian Woman's Heart." Harvard Business School Case 507-025, August 2006. (Revised February 2009.)