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Case Study Theme: Unearthing Titan’s X Factor Context: Titan is a conglomerate of well-known brands created & nurtured through a well-honed strategy of identifying & entering under-penetrated and unorganized product segments of the Indian market, and providing quality products with excellent craftsmanship & inherent trust of the Tata name. Incorporated in 1984, Titan has since grown from a watch brand to one of India's leading personal lifestyle companies. Be it Titan Watches, Tanishq, Titan Eyeplus, Skinn or Taneira, Titan products are a household name today. Each of our brands have their own story, own customer segments & customer profiles and a unique brand identity distinct from the organization’s identity.  Our Jewelry division has four brands Tanishq, Zoya, Mia and Caratlane. Tanish Tanishq q - A Tat Tataa Prod Produc uc uctt is India’s fastest growing jewelry brand and is a name which signifies superior craftsmanship, exclusive designs and superlative product quality. In 2016 we launched our sub-brand Rivaah to cater to the needs of the wedding customer. Zoya - A TTaata Produ roduct ct has carved a niche for itself in the world of haute joaillerie or high jewels, with a reputation for unique inspiration, superlative design, finest materials, and outstanding craftsmanship. Ca Carrat atLLan ane e - A Ta Tan nish ishq q Part rtne ne nerr is an omni-channel brand which makes contemporary jewelry that is affordable, accessible and forever wearable. Mia by Tanish Tanishq q is for the modern woman who looks to jewellery to express herself. The charming collections are elegant and exciting, powerful and playful, trendy and tasteful, and fine as much as they are fun.

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Watches, Titan’s oldest business has multiple brands targeted at different customer target groups. The Titan brand architecture comprises of several collections and sub-brands, each

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of which is a leader in its own space. There’s Titan Edg Edge e, one of the world's slimmest watch, Titan Raga – Made for the bold and beautiful woman of today, Nebula - crafted with solid 18k gold and precious stones, Son Sonata ata – combines style, functionality and affordability. Several other popular collections like Purple, Automatic, Octane and Zoop also form a part of the Titan portfolio. Fastrac Fastrackk has emerged to be the voice of the youth- pioneering trends and creating new norms. In communication and design, it is fun, edgy, quirky and effortlessly cool. Smart Watc atche he hess and Wear Wearab ab ables les are the latest addition to the portfolio positioned to enhance Titan’s image. Accessor Accessories ies is a growing part of the portfolio, with a modern, trendy product assortment aimed at the youth. Titan EyePlu EyePluss offers Indian consumers a world-class optical retail experience through products which showcase the best in contemporary design & style, coupled with optical expertise guaranteed. Tan Taneir eir eiraa – Sarees, Handmade with Love offers close to 3,000 sarees in each store from over 50 regions in India. Designs are handpicked & collections are curated, promising exclusivity and a refined sense of style. Leaning on Titan’s strengths in the arena of design and selfexpression, Taneira is targeted at the rooted yet progressive Indian woman. Sk Skin in inn n by Ti Titan tan – the Fragrances range is designed in-house and created by world renowned Master Perfumers pitched to add to the sensual appeal of the wearer subtly.

After winning over the hearts of consumers in the country and becoming a household name across, Titan is now geared up to fulfill its vision of becoming a time-keeper for the world. Titan is taking big strides towards becoming a global brand, with budding presence across regions like Middle East, South East Asia, Africa, SAARC, and the USA. Each of these brands caters to a different customer segment and chooses to be associated with the heritage that helps the brand. You can learn more about each brand & sun-brand of Titan and their unique identity here https://www.titancompany.in/our-brands/watches-accessories/titan. While our products have created a unique identity in the Indian consumer market, there is much more that Titan as an organization offers to the ecosystem. Titan Company's community initiatives are committed to build partnership for social development, focus on sustainable initiatives and improve the quality of life of the communities where the initiatives operate.  Titan Titan’s ’s Volun Volunteer teer teering ing Polic Policyy is an invite to all Titanians to participate and be a part of the several social projects that the company engages in through Corporate Social Responsibility initiatives and further the spirit of volunteerism in the company.  Titan Tow Townsh nsh nship ip ip: A sustainable community in Hosur (Tamil Nadu), that provides housing to 1300 residents collaborating with NGOs MCA and Ashraya.  Karig Karigar ar Park/C Park/Cen en entre tre tress: A social entrepreneurship project which houses jewellery karigars in over 14 parks / centres, wherein the company provides the equipment, material and training and karigars use their skill sets in producing jewellery of the highest standards and design. The company ensures the best working conditions and safety practices are Page 2 of 5

followed in the manufacturing process. The Karigar centres also provide the karigars with boarding, lodging, recreation and gymnasium facilities. Currently about 1400 karigars have benefitted from this. Titan Kan  Kanya ya - Educating the Girl Child: A pan-India programme to empower the girl child by ensuring that she completes her primary education upto class X. About 5000 girls have benefited from this programme.  Skill Bu Build ild ilding ing - For a long time now, Titan has been contributing to the skill development of youth through various initiatives. Apart from by running a three-year fitter course at the Basic Training Center (BTC) in the Watches Plant at Hosur and the Jewels and Precious Metal Worker (JPMW) course at the Jewellery plant at Hosur, we’ve launched several short term, employment linked training programmes. Our mission is simple: empower the underprivileged youth across urban, rural and tribal areas with skills that will enable them with gainful employment.  Desig Design n Im Imp pact Aw Award ard ardss - Open to innovators across India, Titan aims to identify and mentor product design innovators who would like to upscale their products’ reach to a larger community. The programme also recognizes grassroots innovators, particularly who have been able to design creative product solutions for contextual problems at hand, using whatever means available. For more on Titan’s Social Identity, visit https://www.titancompany.in/csr. With stores across 200+ cities, 26 states, 3 Union Territories and a total retail area of 13,95,712 sq ft., Titan Company has one of the largest retail footprints in India. Titan’s products are retailed through company stores as well as franchisee stores. In-fact 80% of our retail base is managed by Franchisee partners & Management Agents. In addition to frontline partners, Titan engages with Vendor Partners & Agencies across the value-chain; in our manufacturing & sourcing processes, design, marketing and, after-sales services. In all, Business Associates are a big part of our ecosystem. It is hence a critical capability to attract, develop and retain the right partners who ‘get’ the consumer sentiment and understand Titan the retail & marketing organization, Titan the manufacturing excellence and Titan the Tata organization. In addition to this, Titan has another facet to it, that of becoming an Employer of Choice. We are committed to fostering an environment that facilitates employee well-being, safeguards employee rights, and promotes growth. Our people strategy is built on the cultural tenets of driving a performance culture while maintaining unconditional positive regard for people. Our endeavor is to become and stay the Employer of Choice for our current & prospective employees through the employee experience that we provide across touch points like policies, benefits, facilities, career opportunities & learning inputs.

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Opp Oppor or ortun tun tunity ity ity: How do we create a brand Titan that encompasses the above mentioned facets of the organization Titan and yet stands independent of the individual product/ social/ employer brand? How do we make Titan a Company of Choice for Titanians, potential employees, business associates, consumers and the society? We have broken down the opportunity into a couple of specific areas briefly described below. You can pick one or more of the areas. Please feel free to explore beyond these areas as well. 1. Ta Talen len lentt Attra Attracti cti ction on on: Titan’s employee segments include Manufacturing, Retail and Knowledge workers. Titan has multiple cadre programs through which we infuse fresh talent and build our resource pipeline across verticals, for e.g. the Management Trainee program for young & mid-level general management roles, Graduate Engineering Trainee program for manufacturing & supply-chain roles, Diploma Trainee program for technical roles in Manufacturing. We also hire directly from Design schools for our Design and Visual Merchandising functions. Each program equips the incumbents with developmental tools for them to successfully take on corporate roles. We offer a multitude of opportunities for people to experience roles beyond their core functional areas through our internal mobility process and cross-functional project participation. At the same time, a large part of Titanians have been with the organization for 20 plus years. We have a perception of being a corporate cosmos that appeals to mid to older generational workforce. We believe there is an opportunity for us to refresh our image & Employer Brand in a way that we make ourselves more attractive to a much younger workforce. How can we effectively attract the younger Gen-Z potential workforce while maintaining a consistent Value Proposition? 2. Be Beyon yon yond d the Corp Corpor or orate ate Brand Brand: How can we integrate Titan’s Social brand identity with the Corporate Brand seamlessly and without diluting our Social Responsibility and more importantly, how do leverage this identity to connect with our consumers, prospective employees and business partners? Additionally, we also believe, there is potential for Titan to create a Corporate Brand to transition beyond its product brands while preserving the individual Brand Identities.

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Th Thou ou ough gh ghtt start tarters: ers: Lev Leverag erag eraging ing EE-Me Me Medi di diaa: Titan has its own corporate website as well as an e-commerce website. Titan products are retailed through most of the popular sites of e-commerce giants as well. Beyond this,is there an unpenetrated opportunity in the e-media (e-commerce, social media or both) space that Titan can leverage to build its brand equity especially with the young target audience that is coming of age? Lev Leverag erag eraging ing A Ana na nalyti lyti lytics cs cs: How do we leverage data analytics to understand & connect the crosssections between the above mentioned target audiences? Lev Leverag erag eraging ing Midd Middle le In India dia dia: There is possibly an untapped potential to explore beyond the metros and semi-metros, especially when it comes to creating a Share of Mind in the youth for Titan the brand as well as Titan the company. Lev Leverag erag eraging ing the Indi Indian an Bus Busines ines inesss Spiri Spiritt: Is there an opportunity to strengthen and expand our Business Associates eco-system by engaging the young & aspiring entrepreneurs across the country?

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