Introduction; Titan watch is a joint venture of Tata Group and the Tamil Nadu Industrial Development Corporation (TIDCO). It was established in 1984 and setup its production facility in 1987 for the manufacture of quartz analogue electronic watches at Hosur near Banglore. Expansion and growth; Within three years of launch Titan appeared as the leader in Indian quartz watch market. And it had 60% share of the quartz watch market in the 4th year of launch. Titan’s watches are sold in from more than 6000 retail shops spread throughout the country covering 1200 towns. Titan has 140 exclusive showrooms (world of Titan) and 150 multi-brand showrooms (Titan Time Zones). The company’s watches are also currently sold in about 40 countries of the world through marketing subsidiaries based in Landon, Dubai, and Singapore. Titan is the sixth largest global player in the manufacture brands category. Condition of the watch market before the Titan entered the watch market; HMT was the leader of the watch market and was producing mechanical watches. And the mechanical watches dominated the watch market. HMT was producing 5 million mechanical watches per year. So it was a tough time for Titan to make a good decision whether to go for mechanical watches or for quartz or for both mechanical and quartz. It finally decided to go for quartz.
