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TITAN: Inside India’s Most Successful Consumer Brand
When Titan Company Limited launched its quartz watches some 30 years ago, the founders – a merry bunch of Tata employees who started out simply wanting ‘to do something different’ – could not have foreseen just how completely they would capture the imagination of Indian consumers in the post-liberalization era of the 1990s. The brand they created – at first against tremendous odds and restrictive norms – injected freshness into the market and in retail spaces through its cutting-edge marketing strategy and empathetic advertising. Not only did the new watchmakers on the block transform watches from being utilitarian objects to fashion statements, but it also systematically ventured into areas untapped by corporate entities with its brands Titan, Tanishq, Titan Eyeplus, Skinn and Taneira, and established itself as a winner across multiple verticals. Inside India’s Most Successful Consumer Brand takes readers from boardrooms to back rooms to reveal how a quintessential Indian brand from the house of the Tatas, not known till then for its success in the consumer goods market, reached such remarkable heights. It is a tale of innovation and fortitude, of thinking outside the box and staying the course, of obsession with detail and the courage to acknowledge failure. A story that will inspire every reader, here is the inside account of what continues to make Titan tick.
189 pages, Kindle Edition
Published December 15, 2018
42 people are currently reading
624 people want to read
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Displaying 1 - 29 of 29 reviews
May 27, 2021
I still cannot believe that Tamilnadu Government owns 26% of this extremely profitable fashion/watch/jewelry juggernaut, Titan Company.
I got interested in Titan because of my paltry investment as a newbie in the stock market. But I was hooked on the book because it was very well written and a story nicely told.
Birth of Titan and the role played by the polymath-civil-servant Iravatham Mahadevan is a legendary story.
The rest of the book tells this: How TIDCO came to sponsor this project? Why did they choose Hosur and how they strategically acquired talent from HMT in Bangalore? How a watch-making company built a jewelry brand like Tanishq? How they reinvented with Fastrack and eyewear?
If you like to learn about Indian corporate lore or get a peek into how a Tata company runs or if you want to know how some big brands/companies are built this is a very good read.
I got interested in Titan because of my paltry investment as a newbie in the stock market. But I was hooked on the book because it was very well written and a story nicely told.
Birth of Titan and the role played by the polymath-civil-servant Iravatham Mahadevan is a legendary story.
The rest of the book tells this: How TIDCO came to sponsor this project? Why did they choose Hosur and how they strategically acquired talent from HMT in Bangalore? How a watch-making company built a jewelry brand like Tanishq? How they reinvented with Fastrack and eyewear?
If you like to learn about Indian corporate lore or get a peek into how a Tata company runs or if you want to know how some big brands/companies are built this is a very good read.
January 9, 2022
An EXTRAORDINARY book that MUST be bought and read.
Why?
- The content is NOT (only) about watches, jewellery, consumer durables etc. It's about "Making the impossible possible".
First, the significant themes that play out:
- It's all about PEOPLE. The constant theme in the book is how the RIGHT people fall into the right grooves and make magic happen.
- It's a LOT about luck but even more - GOOD Karma. For example, Xerxes Desai (founder) helps others without any expectations, only to be paid back with a dividend of lifetimes.
- The INTENSITY of detail, detail, detail AND micromanagement.
- The role 'classic' ad agencies played (pre-Internet era) in conceptualising, fostering and sustaining immortal brands.
- The role of Mozart (my 3rd fav composer) in the success of Titan :)
- How HUBRIS and Over-Confidence spare no one, not even the Gods. The punishment of Xerces and Titan in Europe.
- The management's attitude to SELL... an obsession vs a 'function'.
- The mental resolve to go ahead even though MOST founding directors of Tata Sons did not want to Launch Titan.
- Basically, a book that PROVES that you can achieve anything. As long as you can mentally and physically (work) commit to it.
Outstanding sections/quotes:
- J.R.D. speaking in French and Gujurati simultaneously to close a critical negotiation :)
- "Xerxes was fond of saying that Titan was founded by sheer serendipity."
- "To put it straight, we aimed to raid H.M.T., and we did it."
- "Titan set up transit homes with foster mothers and fathers..."
- "The ability to let go of things that didn't work was a strong corporate ethic and helped create the brand that Titan became,"
- "A town curiously named Margherita in Assam had a Titan dealer!"
- "The philosophy of the repair section: "Don't make a fortune of a customer's misfortune."
- "The success rate for jingles was under 5 per cent."
- "Meera recalls bumping into friends in Mumbai many years later: one of them had named her daughter Tanishq and told her there were quite a few others with that name"
- How Narayan Murthy went into the micro details of the Infosys watch.
- The story of the Karatmeter!
- Fastrack had an ad that started with 'F**K', and Ronnie had people calling from Bombay House saying they were impacting Tata's brand image!
- Rakesh Jhunjhunwala told Titan Team that "eyewear was a 'halwa' (lucrative) business."
- "Xerces inherited J.R.D Tata's "management by affection" philosophy."
Read 400+ notes - https://bit.ly/dkb-titan
Why?
- The content is NOT (only) about watches, jewellery, consumer durables etc. It's about "Making the impossible possible".
First, the significant themes that play out:
- It's all about PEOPLE. The constant theme in the book is how the RIGHT people fall into the right grooves and make magic happen.
- It's a LOT about luck but even more - GOOD Karma. For example, Xerxes Desai (founder) helps others without any expectations, only to be paid back with a dividend of lifetimes.
- The INTENSITY of detail, detail, detail AND micromanagement.
- The role 'classic' ad agencies played (pre-Internet era) in conceptualising, fostering and sustaining immortal brands.
- The role of Mozart (my 3rd fav composer) in the success of Titan :)
- How HUBRIS and Over-Confidence spare no one, not even the Gods. The punishment of Xerces and Titan in Europe.
- The management's attitude to SELL... an obsession vs a 'function'.
- The mental resolve to go ahead even though MOST founding directors of Tata Sons did not want to Launch Titan.
- Basically, a book that PROVES that you can achieve anything. As long as you can mentally and physically (work) commit to it.
Outstanding sections/quotes:
- J.R.D. speaking in French and Gujurati simultaneously to close a critical negotiation :)
- "Xerxes was fond of saying that Titan was founded by sheer serendipity."
- "To put it straight, we aimed to raid H.M.T., and we did it."
- "Titan set up transit homes with foster mothers and fathers..."
- "The ability to let go of things that didn't work was a strong corporate ethic and helped create the brand that Titan became,"
- "A town curiously named Margherita in Assam had a Titan dealer!"
- "The philosophy of the repair section: "Don't make a fortune of a customer's misfortune."
- "The success rate for jingles was under 5 per cent."
- "Meera recalls bumping into friends in Mumbai many years later: one of them had named her daughter Tanishq and told her there were quite a few others with that name"
- How Narayan Murthy went into the micro details of the Infosys watch.
- The story of the Karatmeter!
- Fastrack had an ad that started with 'F**K', and Ronnie had people calling from Bombay House saying they were impacting Tata's brand image!
- Rakesh Jhunjhunwala told Titan Team that "eyewear was a 'halwa' (lucrative) business."
- "Xerces inherited J.R.D Tata's "management by affection" philosophy."
Read 400+ notes - https://bit.ly/dkb-titan
September 30, 2025
#Binge Reviewing my previous Reads # Espionage
Vinay Kamath’s *TITAN: Inside India’s Most Successful Consumer Brand* is the kind of book that operates on multiple registers simultaneously: as a corporate biography, a case study in strategy, and a cultural chronicle of India’s evolving consumer economy.
Reading it is like stepping into the engine room of one of the country’s most iconic brands, watching the cogs, levers, and gears of commerce mesh together to create not just a product, but also an entire experience. Unlike espionage memoirs or narratives of state violence, where stakes are measured in secrecy, danger, or morality, this book measures stakes in trust, perception, and aspiration, yet the tension is no less compelling.
Titan, as Kamath demonstrates, is not merely a company that sells watches or jewellery; it is a symbol, a cultural touchstone, a repository of collective aspirations for millions of Indians. And Kamath’s narrative captures that evolution with a rigor and immediacy that makes the reader feel present in every boardroom, design lab, and retail store where critical decisions were made.
The book opens by situating Titan in the historical and economic context of India’s liberalization in the 1980s and 1990s. The nation was awakening to a world of new possibilities, a space where consumer aspirations were no longer constrained by scarcity or socialist rhetoric, and Kamath captures this moment with both precision and warmth.
Titan entered this landscape as a subsidiary of the Tata Group, a company already respected for its reputation, but still needing to navigate the treacherous waters of an emerging market where consumer trust had to be earned patiently. Kamath’s account makes it clear from the outset that Titan’s early successes were not the product of luck or happenstance, but of meticulous planning, market research, and a willingness to integrate international design sensibilities without alienating Indian tastes.
The story of Titan begins not with a product launch, but with an understanding of people—their aspirations, anxieties, and evolving notions of lifestyle—which is central to the company’s ethos.
Kamath excels at blending narrative with analysis, creating a book that is both readable and instructive. The story of Titan’s early years is punctuated with anecdotes that reveal the human side of corporate decision-making: the debates over design aesthetics, the negotiations with suppliers, the strategic discussions that determined marketing campaigns, and the painstaking efforts to ensure product reliability in an era when Indian manufacturing standards were still in flux.
These vignettes are more than colourful asides; they illustrate the painstaking labour that underpins corporate success, showing that brand building is as much about persistence, patience, and attention to detail as it is about innovation and vision. By portraying these decisions in real time, Kamath allows the reader to feel the tension, the stakes, and the incremental victories that collectively built Titan’s reputation for quality and reliability.
A defining aspect of the narrative is Kamath’s treatment of consumer psychology and market positioning. Titan’s success, he argues, is inseparable from its understanding of Indian consumers—not merely as buyers, but as individuals whose choices are shaped by culture, aspiration, and emotion. The book examines how the company positioned its products to resonate with these sensibilities, whether through design, pricing, or marketing.
The watches, for instance, were not just instruments for telling time; they were symbols of professionalism, modernity, and personal achievement. The jewellery lines, which followed later, capitalized on trust in the brand and an acute awareness of cultural significance, particularly in relation to weddings, festivals, and social status. Kamath’s analysis reveals that Titan’s mastery lay in harmonizing tangible product quality with intangible emotional appeal, a lesson in branding that transcends industry boundaries.
As the book moves into Titan’s diversification beyond watches into jewellery, eyewear, and accessories, Kamath underscores the strategic foresight that enabled the company to leverage brand equity effectively. These expansions were neither haphazard nor opportunistic; they were calculated moves informed by rigorous market research, careful selection of product categories, and a deep understanding of consumer behaviour.
Kamath details how Titan navigated the challenges of entering new markets within India, dealing with regional diversity, price sensitivity, and the need to maintain aspirational appeal while remaining accessible. Each step of this diversification is narrated not just as a business manoeuvre, but as a culturally resonant decision, illustrating how Titan embedded itself in the everyday lives of its consumers.
Leadership and corporate culture occupy a significant space in Kamath’s narrative, and for good reason. The book portrays Titan as a company whose trajectory was shaped by visionary leaders, particularly Xerxes Desai, the first CEO, whose insistence on excellence, innovation, and ethical standards set the template for decades. Kamath emphasizes that success in the Indian business environment is rarely the product of talent alone; it requires cultivating an organizational culture that balances creativity with accountability, risk-taking with discipline, and innovation with operational rigor.
Titan’s leaders, he suggests, recognized that brand strength is not merely an external perception, but an internal reality sustained by employees who are motivated, empowered, and aligned with the company’s vision. These insights make the book particularly useful for readers interested in organizational behaviour and leadership studies.
Kamath’s prose is notable for its clarity and accessibility. He handles complex topics such as supply chain optimization, market segmentation, pricing strategy, and retail expansion with a light touch that does not sacrifice analytical depth. The reader can follow the logic behind strategic decisions without feeling bogged down by technical jargon or excessive detail.
This stylistic balance makes the book appealing to a broad audience, from business students and professionals to general readers curious about how a brand becomes both commercially successful and culturally iconic. The narrative flow mirrors the company’s own trajectory: deliberate, steady, and forward-looking, yet punctuated by moments of risk, experimentation, and revelation.
Marketing and branding are explored in particular depth, with Kamath illustrating how Titan cultivated trust while also generating aspirational appeal. The book goes beyond the superficial aspects of advertising campaigns to examine how brand identity is constructed across multiple touchpoints—product design, retail environment, packaging, and communication.
Kamath demonstrates that Titan’s marketing strategy was not about gimmicks but about creating a coherent experience that reinforced the company’s values. This approach not only helped Titan stand out in a competitive landscape but also fostered long-term customer loyalty, an asset more valuable than any short-term sales spike. The integration of cultural understanding into branding strategy is a recurring theme, emphasizing that consumer connection is as important as operational efficiency.
Challenges and setbacks are treated candidly, lending credibility to the narrative. Kamath recounts competitive pressures from both domestic and international brands, missteps in product launches, and the constant need to innovate while staying true to the brand’s core identity. These episodes underscore that success is rarely linear, and that Titan’s achievements are the result of persistent learning, adaptive strategy, and resilience. The book conveys the reality that in emerging markets like India, the dynamics of consumer preference, regulatory environment, and economic volatility require companies to remain agile, thoughtful, and culturally attuned.
The historical dimension of Titan’s story is equally compelling. Kamath situates the company within the broader narrative of India’s economic transformation, showing how its rise parallels the liberalization of the market, the expansion of the middle class, and the evolution of consumption patterns.
In doing so, the book becomes not merely a corporate biography but a lens through which to view the country’s social and economic changes. Titan’s success is inseparable from the moment it inhabits, and Kamath highlights how the company leveraged timing, insight, and cultural sensitivity to establish itself as a trusted and aspirational brand.
Perhaps most interesting is the book’s treatment of innovation and design. Kamath details the ways Titan invested in research and development, design aesthetics, and quality control, demonstrating that the company’s differentiation was as much technical as it was symbolic.
Whether through collaboration with international designers, meticulous attention to manufacturing standards, or the creation of new product categories, Titan’s approach combined imagination with precision. This dual focus on form and function reflects a broader philosophy that underpins the company’s enduring appeal: products must be beautiful, reliable, and meaningful simultaneously.
Kamath also addresses Titan’s engagement with the consumer experience, particularly through retail strategy. The company’s emphasis on creating inviting store environments, training staff to embody brand values, and ensuring consistent service quality contributed significantly to its success. Kamath portrays these efforts as part of a holistic understanding of branding: that customer touchpoints, from advertising to in-store interaction, must communicate coherence, trust, and aspiration.
This attention to experiential detail underscores Titan’s strategic sophistication and provides valuable lessons for practitioners and students of marketing alike.
The narrative is reinforced by Kamath’s focus on corporate governance, ethics, and leadership development. Titan is presented as an organization that recognized the importance of nurturing talent, fostering a culture of accountability, and maintaining ethical standards in a competitive environment.
Kamath suggests that these internal strengths are inseparable from external success, framing the brand’s achievements not merely in terms of revenue or market share, but as a reflection of sustainable organizational practices. The emphasis on people, culture, and values gives the book depth, portraying Titan as more than a commercial enterprise but as a living, adaptive institution.
In sum, *TITAN: Inside India’s Most Successful Consumer Brand* is a richly detailed, flowing narrative that captures the full spectrum of corporate success: vision, strategy, execution, and cultural resonance. Kamath combines rigorous research with storytelling finesse, making the book accessible, informative, and engaging. It is a work that educates as much as it entertains, offering insights into brand building, consumer psychology, organizational leadership, and the unique challenges of the Indian marketplace. Titan emerges not simply as a company that sells products, but as an enduring symbol of aspiration, trust, and ingenuity in contemporary India.
By the end of the book, the reader has not only a deep appreciation of Titan as a corporate entity but also an understanding of the socio-economic and cultural dynamics that shaped its rise. Kamath’s narrative demonstrates that corporate success in India requires a delicate balancing act between innovation and tradition, aspiration and accessibility, operational efficiency and emotional resonance.
It is a testament to the foresight, discipline, and creativity of the leaders and employees who brought Titan from a modest watch manufacturer to a diversified lifestyle brand with national and international recognition.
The book also serves as a template for understanding the interplay between brand identity and consumer trust. Kamath shows that Titan’s achievements were never the result of marketing gimmicks alone, but of sustained effort across design, quality, distribution, and communication. Every aspect of the business was aligned with the core promise of reliability, style, and cultural relevance. This holistic approach, combined with a deep understanding of the Indian consumer psyche, allowed Titan to transcend transactional relationships and forge lasting emotional bonds with its audience.
Moreover, Kamath emphasizes the iterative nature of success. Titan’s trajectory was shaped not only by triumphs but by setbacks, miscalculations, and learning processes. The company’s ability to adapt, innovate, and refine its strategies in response to changing market conditions is presented as a crucial factor in its enduring dominance. This perspective reinforces a central lesson for any business reader: that resilience, adaptability, and strategic foresight are as vital as creativity or branding genius.
Finally, Kamath’s work underscores the symbiotic relationship between corporate identity and national context. Titan’s story is inseparable from the narrative of India’s emergence as a modern consumer society. By situating the company within the larger economic, social, and cultural shifts of the last four decades, Kamath allows the reader to see Titan as both a product of its environment and a shaper of it. The book is as much about the evolution of Indian consumer consciousness as it is about watches, jewellery, and lifestyle products. Titan becomes a lens through which to view aspirations, values, and transformations in contemporary India, making the narrative richer and more multidimensional.
In conclusion, this book is a masterfully crafted exploration of strategy, culture, and leadership. Through meticulous research, vivid storytelling, and insightful analysis, Kamath conveys how Titan became a trusted, aspirational, and enduring brand.
The book is a compelling read for anyone interested in business, marketing, branding, or India’s economic development, offering lessons that resonate far beyond the boardroom. It is a narrative of vision executed with precision, of innovation grounded in cultural understanding, and of a company whose success reflects the power of coherence, trust, and relentless pursuit of excellence.
Vinay Kamath’s *TITAN: Inside India’s Most Successful Consumer Brand* is the kind of book that operates on multiple registers simultaneously: as a corporate biography, a case study in strategy, and a cultural chronicle of India’s evolving consumer economy.
Reading it is like stepping into the engine room of one of the country’s most iconic brands, watching the cogs, levers, and gears of commerce mesh together to create not just a product, but also an entire experience. Unlike espionage memoirs or narratives of state violence, where stakes are measured in secrecy, danger, or morality, this book measures stakes in trust, perception, and aspiration, yet the tension is no less compelling.
Titan, as Kamath demonstrates, is not merely a company that sells watches or jewellery; it is a symbol, a cultural touchstone, a repository of collective aspirations for millions of Indians. And Kamath’s narrative captures that evolution with a rigor and immediacy that makes the reader feel present in every boardroom, design lab, and retail store where critical decisions were made.
The book opens by situating Titan in the historical and economic context of India’s liberalization in the 1980s and 1990s. The nation was awakening to a world of new possibilities, a space where consumer aspirations were no longer constrained by scarcity or socialist rhetoric, and Kamath captures this moment with both precision and warmth.
Titan entered this landscape as a subsidiary of the Tata Group, a company already respected for its reputation, but still needing to navigate the treacherous waters of an emerging market where consumer trust had to be earned patiently. Kamath’s account makes it clear from the outset that Titan’s early successes were not the product of luck or happenstance, but of meticulous planning, market research, and a willingness to integrate international design sensibilities without alienating Indian tastes.
The story of Titan begins not with a product launch, but with an understanding of people—their aspirations, anxieties, and evolving notions of lifestyle—which is central to the company’s ethos.
Kamath excels at blending narrative with analysis, creating a book that is both readable and instructive. The story of Titan’s early years is punctuated with anecdotes that reveal the human side of corporate decision-making: the debates over design aesthetics, the negotiations with suppliers, the strategic discussions that determined marketing campaigns, and the painstaking efforts to ensure product reliability in an era when Indian manufacturing standards were still in flux.
These vignettes are more than colourful asides; they illustrate the painstaking labour that underpins corporate success, showing that brand building is as much about persistence, patience, and attention to detail as it is about innovation and vision. By portraying these decisions in real time, Kamath allows the reader to feel the tension, the stakes, and the incremental victories that collectively built Titan’s reputation for quality and reliability.
A defining aspect of the narrative is Kamath’s treatment of consumer psychology and market positioning. Titan’s success, he argues, is inseparable from its understanding of Indian consumers—not merely as buyers, but as individuals whose choices are shaped by culture, aspiration, and emotion. The book examines how the company positioned its products to resonate with these sensibilities, whether through design, pricing, or marketing.
The watches, for instance, were not just instruments for telling time; they were symbols of professionalism, modernity, and personal achievement. The jewellery lines, which followed later, capitalized on trust in the brand and an acute awareness of cultural significance, particularly in relation to weddings, festivals, and social status. Kamath’s analysis reveals that Titan’s mastery lay in harmonizing tangible product quality with intangible emotional appeal, a lesson in branding that transcends industry boundaries.
As the book moves into Titan’s diversification beyond watches into jewellery, eyewear, and accessories, Kamath underscores the strategic foresight that enabled the company to leverage brand equity effectively. These expansions were neither haphazard nor opportunistic; they were calculated moves informed by rigorous market research, careful selection of product categories, and a deep understanding of consumer behaviour.
Kamath details how Titan navigated the challenges of entering new markets within India, dealing with regional diversity, price sensitivity, and the need to maintain aspirational appeal while remaining accessible. Each step of this diversification is narrated not just as a business manoeuvre, but as a culturally resonant decision, illustrating how Titan embedded itself in the everyday lives of its consumers.
Leadership and corporate culture occupy a significant space in Kamath’s narrative, and for good reason. The book portrays Titan as a company whose trajectory was shaped by visionary leaders, particularly Xerxes Desai, the first CEO, whose insistence on excellence, innovation, and ethical standards set the template for decades. Kamath emphasizes that success in the Indian business environment is rarely the product of talent alone; it requires cultivating an organizational culture that balances creativity with accountability, risk-taking with discipline, and innovation with operational rigor.
Titan’s leaders, he suggests, recognized that brand strength is not merely an external perception, but an internal reality sustained by employees who are motivated, empowered, and aligned with the company’s vision. These insights make the book particularly useful for readers interested in organizational behaviour and leadership studies.
Kamath’s prose is notable for its clarity and accessibility. He handles complex topics such as supply chain optimization, market segmentation, pricing strategy, and retail expansion with a light touch that does not sacrifice analytical depth. The reader can follow the logic behind strategic decisions without feeling bogged down by technical jargon or excessive detail.
This stylistic balance makes the book appealing to a broad audience, from business students and professionals to general readers curious about how a brand becomes both commercially successful and culturally iconic. The narrative flow mirrors the company’s own trajectory: deliberate, steady, and forward-looking, yet punctuated by moments of risk, experimentation, and revelation.
Marketing and branding are explored in particular depth, with Kamath illustrating how Titan cultivated trust while also generating aspirational appeal. The book goes beyond the superficial aspects of advertising campaigns to examine how brand identity is constructed across multiple touchpoints—product design, retail environment, packaging, and communication.
Kamath demonstrates that Titan’s marketing strategy was not about gimmicks but about creating a coherent experience that reinforced the company’s values. This approach not only helped Titan stand out in a competitive landscape but also fostered long-term customer loyalty, an asset more valuable than any short-term sales spike. The integration of cultural understanding into branding strategy is a recurring theme, emphasizing that consumer connection is as important as operational efficiency.
Challenges and setbacks are treated candidly, lending credibility to the narrative. Kamath recounts competitive pressures from both domestic and international brands, missteps in product launches, and the constant need to innovate while staying true to the brand’s core identity. These episodes underscore that success is rarely linear, and that Titan’s achievements are the result of persistent learning, adaptive strategy, and resilience. The book conveys the reality that in emerging markets like India, the dynamics of consumer preference, regulatory environment, and economic volatility require companies to remain agile, thoughtful, and culturally attuned.
The historical dimension of Titan’s story is equally compelling. Kamath situates the company within the broader narrative of India’s economic transformation, showing how its rise parallels the liberalization of the market, the expansion of the middle class, and the evolution of consumption patterns.
In doing so, the book becomes not merely a corporate biography but a lens through which to view the country’s social and economic changes. Titan’s success is inseparable from the moment it inhabits, and Kamath highlights how the company leveraged timing, insight, and cultural sensitivity to establish itself as a trusted and aspirational brand.
Perhaps most interesting is the book’s treatment of innovation and design. Kamath details the ways Titan invested in research and development, design aesthetics, and quality control, demonstrating that the company’s differentiation was as much technical as it was symbolic.
Whether through collaboration with international designers, meticulous attention to manufacturing standards, or the creation of new product categories, Titan’s approach combined imagination with precision. This dual focus on form and function reflects a broader philosophy that underpins the company’s enduring appeal: products must be beautiful, reliable, and meaningful simultaneously.
Kamath also addresses Titan’s engagement with the consumer experience, particularly through retail strategy. The company’s emphasis on creating inviting store environments, training staff to embody brand values, and ensuring consistent service quality contributed significantly to its success. Kamath portrays these efforts as part of a holistic understanding of branding: that customer touchpoints, from advertising to in-store interaction, must communicate coherence, trust, and aspiration.
This attention to experiential detail underscores Titan’s strategic sophistication and provides valuable lessons for practitioners and students of marketing alike.
The narrative is reinforced by Kamath’s focus on corporate governance, ethics, and leadership development. Titan is presented as an organization that recognized the importance of nurturing talent, fostering a culture of accountability, and maintaining ethical standards in a competitive environment.
Kamath suggests that these internal strengths are inseparable from external success, framing the brand’s achievements not merely in terms of revenue or market share, but as a reflection of sustainable organizational practices. The emphasis on people, culture, and values gives the book depth, portraying Titan as more than a commercial enterprise but as a living, adaptive institution.
In sum, *TITAN: Inside India’s Most Successful Consumer Brand* is a richly detailed, flowing narrative that captures the full spectrum of corporate success: vision, strategy, execution, and cultural resonance. Kamath combines rigorous research with storytelling finesse, making the book accessible, informative, and engaging. It is a work that educates as much as it entertains, offering insights into brand building, consumer psychology, organizational leadership, and the unique challenges of the Indian marketplace. Titan emerges not simply as a company that sells products, but as an enduring symbol of aspiration, trust, and ingenuity in contemporary India.
By the end of the book, the reader has not only a deep appreciation of Titan as a corporate entity but also an understanding of the socio-economic and cultural dynamics that shaped its rise. Kamath’s narrative demonstrates that corporate success in India requires a delicate balancing act between innovation and tradition, aspiration and accessibility, operational efficiency and emotional resonance.
It is a testament to the foresight, discipline, and creativity of the leaders and employees who brought Titan from a modest watch manufacturer to a diversified lifestyle brand with national and international recognition.
The book also serves as a template for understanding the interplay between brand identity and consumer trust. Kamath shows that Titan’s achievements were never the result of marketing gimmicks alone, but of sustained effort across design, quality, distribution, and communication. Every aspect of the business was aligned with the core promise of reliability, style, and cultural relevance. This holistic approach, combined with a deep understanding of the Indian consumer psyche, allowed Titan to transcend transactional relationships and forge lasting emotional bonds with its audience.
Moreover, Kamath emphasizes the iterative nature of success. Titan’s trajectory was shaped not only by triumphs but by setbacks, miscalculations, and learning processes. The company’s ability to adapt, innovate, and refine its strategies in response to changing market conditions is presented as a crucial factor in its enduring dominance. This perspective reinforces a central lesson for any business reader: that resilience, adaptability, and strategic foresight are as vital as creativity or branding genius.
Finally, Kamath’s work underscores the symbiotic relationship between corporate identity and national context. Titan’s story is inseparable from the narrative of India’s emergence as a modern consumer society. By situating the company within the larger economic, social, and cultural shifts of the last four decades, Kamath allows the reader to see Titan as both a product of its environment and a shaper of it. The book is as much about the evolution of Indian consumer consciousness as it is about watches, jewellery, and lifestyle products. Titan becomes a lens through which to view aspirations, values, and transformations in contemporary India, making the narrative richer and more multidimensional.
In conclusion, this book is a masterfully crafted exploration of strategy, culture, and leadership. Through meticulous research, vivid storytelling, and insightful analysis, Kamath conveys how Titan became a trusted, aspirational, and enduring brand.
The book is a compelling read for anyone interested in business, marketing, branding, or India’s economic development, offering lessons that resonate far beyond the boardroom. It is a narrative of vision executed with precision, of innovation grounded in cultural understanding, and of a company whose success reflects the power of coherence, trust, and relentless pursuit of excellence.
January 19, 2019
A good read, tracing the evolution of a consumer company that started and is still identified mostly with watches even though the Tanishq jewellery segment gives six times the revenues of the watch business. Xerxes Desai is the man who's always credited with creating and building Titan into the company and brand it is today. While that may be true in a large measure, he left behind a company in severe financial stress at the time of his retirement. It fell to Bhaskar Bhat, his hand-picked successor, to steer and steady the ship, temper the risk taking culture ingrained into the company's DNA and introduce a more structured way of devising and executing projects. Titan has today forayed into multiple categories such as eyewear and accessories, fragrances and sarees as it looks for new engines of growth and evolves into a consumer goods company with the common underlying theme being an aim to build large scale businesses in underserved and unorganized categories. One interesting bit most people wouldn't be aware of is that a public sector company TIDCO (Tamil Nadu Industrial Development Corporation) is a major equity owner in the company, a result of the license-era origins of the company when large private sector companies were barred from producing watches and TIDCO happened to own a license for the same.
While the book itself doesn't mention organisational politics in so many words, the reader can easily identify the subtly stated theme throughout the book. Xerxes and his team had to fight internally to win approval to establish the company, for projects and keep it going even in face of losses by surviving the wrath and disapproval of powerful individuals within the Tata hierarchy. The book also details the disastrous foray by Titan into Europe and the massive losses and debt it saddled the company with, which is a lesson in how not to make an overseas foray. It was plain good luck more than anything else that ensured the survival of the company post this disaster.
While the book itself doesn't mention organisational politics in so many words, the reader can easily identify the subtly stated theme throughout the book. Xerxes and his team had to fight internally to win approval to establish the company, for projects and keep it going even in face of losses by surviving the wrath and disapproval of powerful individuals within the Tata hierarchy. The book also details the disastrous foray by Titan into Europe and the massive losses and debt it saddled the company with, which is a lesson in how not to make an overseas foray. It was plain good luck more than anything else that ensured the survival of the company post this disaster.
October 18, 2021
This is the story of India's most famous consumer brand called Titan and the protagonist of this story none other than Mr. Xerxes Desai, man who built the titan company from scratch. Titan as we all know is Tata Group's company doing business in consumer facing categories in like watches, jewellery, eyeware, perfumes, sarees etc but what most us don't know is Titan is joint venture of Tata Group and Tamil Nadu Government. Tamil Government being promoter is having around 28% holding through TIDCO. This peculiar arrangement was necessitated due to labyrinth of bureaucratic policies of socialistic era in late seventies and early eighties. Interestingly the word Titan itself denote Tata Industries & TAmil Nadu (TITAN)
Through innovation, open-mindedness and quality driven work culture Titan has reached heights of commercial success. In early years Titan solely focused on watches and brought in quartz technology over earlier mechanical watches of likes of HMT. Subsequently, it forayed into jewellery segment under the carefully chosen brand name Tanishq in 1997. While explaining these events this book gives interesting details on boardroom dynamics of Tata empire.
It is noteworthy to mention that the story of building fastrack as a maverick brand within Titan is quite fascinating. Especially how the saucy ad campaign created targeting the youth. The various ad campaigns like *How many you have?, Yes Sir, Move On* were so unconventional that Tata's board room was worried whether they are tarnishing the image of Tata Brand.
On the other hand book beautifully brings out how Tanishq positioned itself catering to the needs to Indian jewellery market. The events leading to installing Karatmeters in Tanishq Stores to combat undercaratage done by traditional family jewellers is quite interesting.
In the book author has narrated cohesive story of making of Titan and its brand building. Watching old television advertisements of Titan while reading about thought process behind creating those ads was an experience in itself.
In the last 30 odd years Titan has created many successful brands in various categories it operates in like Titan, Sonata, Raga, Aqura, Edge, Tanishq, Mia, Zoya, Caratlane, Fastrack, Skinn, Taneria and Titan Eye Plus etc. These brands rule large on the hearts of indian consumers that probably may the reason while i could read the book from the cover to cover Titan's share price soared by more than 25%.
Obviously, Titan had its own share of failures like misadventure of going all guns blazing in European watch market without testing the waters there. This misadventure resulted in heavy losses in nineties and it took many years for titan to wipe out these scars on the balance sheet. Another failed attempt was partnership with American watchmaker company called Timex. Titan had to break this partnership. Notwithstanding, Titan today looks solid as rock with Tanishq making handsome profit from jewellery segment particularly recent entry in wedding jewellery. Eyeware business also seems poised for growth as it has been fully backward integrated with lens and frame manufacturing. Further, in order cater to growing demands of fitness bands and smart watches Titan has made partnership with Hewlett-Packard (HP) and launched Titan Juxt Watches. It again shows titan knows it's customers really well.
All this and many such stories are nicely written by author. Read, this if you are interested in corporate world, marketing, brand building or any of that. Last but not least, you should definitely give a read to this book if you are shareholder of Titan.
Through innovation, open-mindedness and quality driven work culture Titan has reached heights of commercial success. In early years Titan solely focused on watches and brought in quartz technology over earlier mechanical watches of likes of HMT. Subsequently, it forayed into jewellery segment under the carefully chosen brand name Tanishq in 1997. While explaining these events this book gives interesting details on boardroom dynamics of Tata empire.
It is noteworthy to mention that the story of building fastrack as a maverick brand within Titan is quite fascinating. Especially how the saucy ad campaign created targeting the youth. The various ad campaigns like *How many you have?, Yes Sir, Move On* were so unconventional that Tata's board room was worried whether they are tarnishing the image of Tata Brand.
On the other hand book beautifully brings out how Tanishq positioned itself catering to the needs to Indian jewellery market. The events leading to installing Karatmeters in Tanishq Stores to combat undercaratage done by traditional family jewellers is quite interesting.
In the book author has narrated cohesive story of making of Titan and its brand building. Watching old television advertisements of Titan while reading about thought process behind creating those ads was an experience in itself.
In the last 30 odd years Titan has created many successful brands in various categories it operates in like Titan, Sonata, Raga, Aqura, Edge, Tanishq, Mia, Zoya, Caratlane, Fastrack, Skinn, Taneria and Titan Eye Plus etc. These brands rule large on the hearts of indian consumers that probably may the reason while i could read the book from the cover to cover Titan's share price soared by more than 25%.
Obviously, Titan had its own share of failures like misadventure of going all guns blazing in European watch market without testing the waters there. This misadventure resulted in heavy losses in nineties and it took many years for titan to wipe out these scars on the balance sheet. Another failed attempt was partnership with American watchmaker company called Timex. Titan had to break this partnership. Notwithstanding, Titan today looks solid as rock with Tanishq making handsome profit from jewellery segment particularly recent entry in wedding jewellery. Eyeware business also seems poised for growth as it has been fully backward integrated with lens and frame manufacturing. Further, in order cater to growing demands of fitness bands and smart watches Titan has made partnership with Hewlett-Packard (HP) and launched Titan Juxt Watches. It again shows titan knows it's customers really well.
All this and many such stories are nicely written by author. Read, this if you are interested in corporate world, marketing, brand building or any of that. Last but not least, you should definitely give a read to this book if you are shareholder of Titan.
November 11, 2025
Titan is a brand well known to most Indians - mostly for their watches or jewellery, in some cases for their eye-wear, perfumes and now high-end sarees, or at the least through their association with the Tata Group. At any rate, it is one of the most ubiquitous home-grown consumer brands, spanning varied product and customer segments, and continuing to expand its wings.
Yet, Titan’s birth and its subsequent growth, was nothing but serendipitous! Keeping it succinct, and to avoid stealing the author’s thunder - the Titan story is about 2 bored individuals (Xerxes Desai and Anil Manchanda) in need for an exciting project, a progressive bureaucrat who helps them identify watches as a category, a state government which steps in with land, approvals etc (and is still the largest shareholder of Titan), a changing regulatory philosophy in Delhi that starts to support industrial growth, and a visionary Chairman who overrules his reticent board to support Titan’s enthusiastic and dreamy team.
Along the way, there are multiple instances where Titan runs the risk of being still-born, partly because of mis-steps by the team and partly because of the economic / regulatory environment in India which can’t change fast enough for a team that didn’t want to slow down! But somehow fate and the team’s doggedness come into play and Titan gets an extended lease of life.
Vinay Kamath’s book catalogues this journey of brand Titan and how it has come to be an integral part of many of our lives. Kamath does a good job of capturing the evolution of the Indian watch industry from HMT to Titan to Allwyn to Timex and then Fasttrack (i.e. back to Titan). To the middle-aged Indian, he brings back the nostalgia of those bright plastic dials with multi-colour changeable straps, which seemed all so exciting then. I am glad that the book gets into gory details of the most memorable and long-lasting advertising campaign which presented Titan as a panacea for all relationships while the desi-fied Mozart theme plays in the background! For those who dont know what I am talking about, please get onto YouTube now and check these out!! Kamath also doesn’t miss out on the mis-steps of team Titan either in the form of its European mis-adventure or its Timex fiasco.
As the book dutifully journeys through the various other products and segments that Titan forayed into, one can’t help but admire the entrepreneurial energy and the empowered environment that the initial leadership created, which has carried the organisation forward into newer spheres of growth.
Where I think the book falls short is that it deifies the Founder CEO a bit much. In the process, it almost overlooks the fact that when Xerxes retired, Titan’s success was far from guaranteed. Tanishq, which accounts for ~75% of Titan’s revenues and a far biggest share of its financial success, was only in its nascent stages. Yet, the story of Tanishq gets but one measly chapter in the book! References to other businesses and brands are also there, but only adequately. As for leaders like Bhaskar Bhatt, Xerxes’ successor and a key architect of Titan as it stands today, they get but a cursory reference.
In summary, the book is an account of Titan’s initial years, especially its watch business, its initial people, their trials and tribulations, and their meticulousness on how to build consumer propositions. In this case, that itself makes the book a fascinating read!
Yet, Titan’s birth and its subsequent growth, was nothing but serendipitous! Keeping it succinct, and to avoid stealing the author’s thunder - the Titan story is about 2 bored individuals (Xerxes Desai and Anil Manchanda) in need for an exciting project, a progressive bureaucrat who helps them identify watches as a category, a state government which steps in with land, approvals etc (and is still the largest shareholder of Titan), a changing regulatory philosophy in Delhi that starts to support industrial growth, and a visionary Chairman who overrules his reticent board to support Titan’s enthusiastic and dreamy team.
Along the way, there are multiple instances where Titan runs the risk of being still-born, partly because of mis-steps by the team and partly because of the economic / regulatory environment in India which can’t change fast enough for a team that didn’t want to slow down! But somehow fate and the team’s doggedness come into play and Titan gets an extended lease of life.
Vinay Kamath’s book catalogues this journey of brand Titan and how it has come to be an integral part of many of our lives. Kamath does a good job of capturing the evolution of the Indian watch industry from HMT to Titan to Allwyn to Timex and then Fasttrack (i.e. back to Titan). To the middle-aged Indian, he brings back the nostalgia of those bright plastic dials with multi-colour changeable straps, which seemed all so exciting then. I am glad that the book gets into gory details of the most memorable and long-lasting advertising campaign which presented Titan as a panacea for all relationships while the desi-fied Mozart theme plays in the background! For those who dont know what I am talking about, please get onto YouTube now and check these out!! Kamath also doesn’t miss out on the mis-steps of team Titan either in the form of its European mis-adventure or its Timex fiasco.
As the book dutifully journeys through the various other products and segments that Titan forayed into, one can’t help but admire the entrepreneurial energy and the empowered environment that the initial leadership created, which has carried the organisation forward into newer spheres of growth.
Where I think the book falls short is that it deifies the Founder CEO a bit much. In the process, it almost overlooks the fact that when Xerxes retired, Titan’s success was far from guaranteed. Tanishq, which accounts for ~75% of Titan’s revenues and a far biggest share of its financial success, was only in its nascent stages. Yet, the story of Tanishq gets but one measly chapter in the book! References to other businesses and brands are also there, but only adequately. As for leaders like Bhaskar Bhatt, Xerxes’ successor and a key architect of Titan as it stands today, they get but a cursory reference.
In summary, the book is an account of Titan’s initial years, especially its watch business, its initial people, their trials and tribulations, and their meticulousness on how to build consumer propositions. In this case, that itself makes the book a fascinating read!
September 20, 2020
Being an employee of Titan Company Limited, could relate with the book much better and it's all the more interesting to learn the stories of some amazing leaders that the company has produced. Very well written and it was great to learn how things were turned around.
A lot of fresh MBAs who are into their first 5-6 years of career, mostly at entry level management, leading a team of non-MBA professionals, have a habit of cribbing and finding a switch at the first sign of difficulty. But this book will add a perspective, or rather act as an evidence, that every company goes through period of great challenges/ difficulties, and the good ones comes out shining. The top management of the company is critical to look at and if it's good you can stick it out for a life altering growth, regardless of the challenges faced by the company.
This book covers how the projects like Fastrack, Edge, Tanishq, Sunglasses under Fastrack became successful and what helped that, from a neat shut down.
A lot of fresh MBAs who are into their first 5-6 years of career, mostly at entry level management, leading a team of non-MBA professionals, have a habit of cribbing and finding a switch at the first sign of difficulty. But this book will add a perspective, or rather act as an evidence, that every company goes through period of great challenges/ difficulties, and the good ones comes out shining. The top management of the company is critical to look at and if it's good you can stick it out for a life altering growth, regardless of the challenges faced by the company.
This book covers how the projects like Fastrack, Edge, Tanishq, Sunglasses under Fastrack became successful and what helped that, from a neat shut down.
December 28, 2022
What a riveting read this is. All the struggles, triumphs to get one of India's most respected companies up and running. Truly fascinating tale against so many odds.
Did you know - Titan is a joint venture between the Tata Group and the Tamil Nadu government. 🤯
This is because in the pre-liberalization era, the TN Government held the licence to manufacture watches.
Oh... Also...
Titan’s pursuit to create the world’s slimmest watch back in the 2000s laid the foundation for Titan’s precision engineering division.
They now supply industrial automation solutions, aerospace and defence industries to the Israeli Aerospace among others. 🔥🔥
Other fascinating things I learnt in a nutshell - https://adadithya.notion.site/Titan-c...
Did you know - Titan is a joint venture between the Tata Group and the Tamil Nadu government. 🤯
This is because in the pre-liberalization era, the TN Government held the licence to manufacture watches.
Oh... Also...
Titan’s pursuit to create the world’s slimmest watch back in the 2000s laid the foundation for Titan’s precision engineering division.
They now supply industrial automation solutions, aerospace and defence industries to the Israeli Aerospace among others. 🔥🔥
Other fascinating things I learnt in a nutshell - https://adadithya.notion.site/Titan-c...
October 15, 2019
The book covers the starting struggle of the then Tata Press employees, Xersis Desai and Anil Manchandana. Their coming up with the Idea to start watch manufacturing.
Their venture into each new line of business is thoroughly covered. It does not cover much about Financial details of the company.
The book is short and very easy to read. A number of people are introduced, which makes it a little difficult to connect with them.
Overall I found it a good read, to find about the culture in Titan, how new ideas are promoted there, and how people were given big responsibilities and how they performed.
Their venture into each new line of business is thoroughly covered. It does not cover much about Financial details of the company.
The book is short and very easy to read. A number of people are introduced, which makes it a little difficult to connect with them.
Overall I found it a good read, to find about the culture in Titan, how new ideas are promoted there, and how people were given big responsibilities and how they performed.
January 25, 2020
"Titan" is a book on one of the most remarkable Indian consumer brands. But what is more interesting is the way the whole story is presented. It is a brand biography, a management case study, and a compendium of short stories and anecdotes all rolled into one. Yet, the narrative style is seamless and absorbing.
It is a welcome addition to the library of management professionals, students of business as well as lay readers. Students and teachers can find nuggets of marketing wisdom as well as caselets for classroom discussions.
I am looking forward to Vinay Kamath writing on other Indian brands too.
It is a welcome addition to the library of management professionals, students of business as well as lay readers. Students and teachers can find nuggets of marketing wisdom as well as caselets for classroom discussions.
I am looking forward to Vinay Kamath writing on other Indian brands too.
January 9, 2019
Titan is more than a name or a brand in India. It is a word associated with trust, quality and superior service. I remember when I went to buy my first watch - there were only two options: Titan and HMT. Titan was the new player on the block then, associated with the modern. The interesting thing is - they are now the owners of the block - but they are still associated with the new, the cutting edge, the modern.
It is a testament to the exceptional foundation Titan has that not only has it managed to remain relevant, it has even managed to stay as hungry as it was at its inception. A company that loses that hunger is a company that stagnates.
This book tells the story of how this foundation was built and the people who built it. These are the heroes - no longer unsung in public domain - who went ahead and created the first consumer-facing Tata brand that became a success, a phenomenal one at that.
From Titan's inception to watch technology, from styling of the Raga range to the FasTrack branding, from the Tanishq advertisements to the Karatometer - this book covers them all. We have seen the ads, have benefited from many of the offers - and now we get to hear the stories that were behind their inception. And above all, we get to meet the people whose brainchild this is.
A must read for anyone interested in:
Indian Business History
Indian Business
Business
Good Business Practices
Success Stories
and other similar topics.
It is a testament to the exceptional foundation Titan has that not only has it managed to remain relevant, it has even managed to stay as hungry as it was at its inception. A company that loses that hunger is a company that stagnates.
This book tells the story of how this foundation was built and the people who built it. These are the heroes - no longer unsung in public domain - who went ahead and created the first consumer-facing Tata brand that became a success, a phenomenal one at that.
From Titan's inception to watch technology, from styling of the Raga range to the FasTrack branding, from the Tanishq advertisements to the Karatometer - this book covers them all. We have seen the ads, have benefited from many of the offers - and now we get to hear the stories that were behind their inception. And above all, we get to meet the people whose brainchild this is.
A must read for anyone interested in:
Indian Business History
Indian Business
Business
Good Business Practices
Success Stories
and other similar topics.
April 5, 2020
An engaging read, full of delightful anecdotes. What I loved is the author's unbiased and authentic narration without much exaggeration. A titanic story told in a very earthy/grounded way. Liked the insights into how Titan and Tanishq grew as household brands in India.. Although Titan story is probably not the most mindblowing success stories ever, still it is a much loved and trusted brand in India. The biggest surprise for me was in fact that the owners of Titan were not just Tata but TIDCO(Tamil Nadu Industrial Corp.) as well. In a nutshell, it is worth your time!
January 13, 2024
The book is about one of the iconic consumer facing companies of India. Starting as a watch maker, it forayed into the jewellery business and fashion accessories. I still remember during my school days, owning a fasttrack watch and glasses was considered cool. Titan serves as a good example of a successful public-private partnership where the government acts just as a partner and the private party has room to innovate and grow. Nostalgic!
March 26, 2024
A must-read for growth-oriented employees and entrepreneurs.
While the initial three chapters may seem slow-paced, patience is rewarded as the narrative gains momentum.
This book is not just about Titan's journey but also about how to grow a brand and the essence of what it takes to cultivate a thriving enterprise.
It illustrates how one person's strong will and determination, like Xerxes Desai's, can truly change a company's path for the better.
While the initial three chapters may seem slow-paced, patience is rewarded as the narrative gains momentum.
This book is not just about Titan's journey but also about how to grow a brand and the essence of what it takes to cultivate a thriving enterprise.
It illustrates how one person's strong will and determination, like Xerxes Desai's, can truly change a company's path for the better.
July 1, 2020
TITAN: Inside India's Most Successful Consumer Brand authored by Vinay Kamath narrates the story of a corporate which took time to get started but took off exceptionally well thereafter to conquer the market of classic watches during the decade of 1980-1990. If at all a book based on business venture offers a painstaking insight on a corporate's initial tussle with Government of India to set-up its first watch manufacture plant, it's got to be TITAN: Inside India's Most Successful Consumer Brand penned by Vinay Kamath. The author's penchant for thorough research on the entrepreneurial content presented herein is visible from the facts put forth in a segment titled - Titan's Timeline. I feel the author's written work is laudable for two reasons,
I) It scripts a set of chronological events beginning August 1975 up to until November 2017, providing memorable insight into incorporation of Titan Watches Ltd. further making available to readers an inscribed fascinating tale of Titan's journey up the corporate ladder, predominantly accelerated by launch of fashion brands - Tanishq, Titan Eyeplus, Skinn, and Taneira.
II) Using aforementioned details the author offers a fairly painted picture on Titan's establishment, progress, sustenance at top level, overwhelming success, and popularity among Indian and overseas consumers.
1984 was a landmark year for Titan which laid a solid foundation for the corporate's now illustrious history. It brought to fore well-deserved accomplishments of Xerxes Desai, the first managing director of Titan, the watchmaking company. Titan's biography is a well-crafted, thought-provoking work of researched writing which leave no stone unturned with its intelligible, reverberating account on selfless leadership provided by founder Xerxes Desai and challenge of pressure and expectation encountered by Bhaskar Bhat to keep Titan and its subsidiaries ahead in corporate race with revised scheme of things for Titan's workforce after the former's retirement. The Titan story presents invigorating corporate anecdotes on persistent teamwork and effective leadership that set a benchmark for its competitors in realm of watch manufacture. The promptly scripted biography is unswerving and encourages book enthusiasts to read and complete the book in one go. Put in other words, the business genre narrative is an intellectual read which has all elements and making of a good engrossing bestseller. Besides pinpointing Titan's credibility, the book provides crucial standpoint on the corporate watch-making giant's prowess as a successful institution of innovation and progressive output. The Titan evolution is a story of company's pride and consumer gratification.
TITAN: Inside India's Most Successful Consumer Brand has an interesting tale of company's artistic confluence with Mozart's music - The Titan signature tune. Unanimously chosen the official tune for Titan ads, the magic of Mozart's symphony had acquired the stature of colossal composition at Titan. Now, in this aspect, Titan in every way had a tryst with classy celebrities, and its fashion brands always conformed to this popular notion. Titan in its early days had reputation of making quartz watches with simple pattern and design. Simplicity in manufacture and design had been the benchmark and strong point for years, and it took lot of convincing on part of Titan's strategy devising and planning workforce to get the watch company into digital watch market. Several detailed events of such kind find enormous writing space dedicated to it in this brilliantly composed, gem of a written work on one of India's leading, largest watch manufacturer. To sum up, this book about Titan's various ventures on domestic and overseas front provides deep, thoughtful insight on work culture that was established, and gained prominence at the corporate through mutual cooperation and strive for excellence among the work force, and the modest results derived from the environment at helm by the leaders of the company.
The author, Vinay Kamath's effort and dedication toward presenting well learned facts and events which took place at Titan during a period spanning over four decades by deploying a methodical paradigm, reflects well in the written piece about Tata Group's brainchild. The author succeeds in instilling a certain degree of curiosity among readers with skillful word play, clarity of thoughts, and expression of artifacts using words which establish good interconnection to preserve and portray Titan's massive reputation as a leading watch manufacturer. And, all this for a debut book from the author. Way to go, Sire!
The book titled, Titan: Inside India's Most Successful Consumer Brand by Vinay Kamath gets a full monty worth a whopping 5 on 5 from my repertoire of points. The author's uncanny knack of effecting continuity and rare trait of keeping the narration simple and agile has potential to win readers a many. This book ought to be one of the best I have had an opportunity to lay my hands on. A scintillating corporate tale narrated with exceptional degree of fluency and flair. The fact that it is the author's debut compilation makes it even more praiseworthy. A brilliant effort for a debut business book. Have fun reading this tremendous and terrific work of substance. A good read. Cheers!
I) It scripts a set of chronological events beginning August 1975 up to until November 2017, providing memorable insight into incorporation of Titan Watches Ltd. further making available to readers an inscribed fascinating tale of Titan's journey up the corporate ladder, predominantly accelerated by launch of fashion brands - Tanishq, Titan Eyeplus, Skinn, and Taneira.
II) Using aforementioned details the author offers a fairly painted picture on Titan's establishment, progress, sustenance at top level, overwhelming success, and popularity among Indian and overseas consumers.
1984 was a landmark year for Titan which laid a solid foundation for the corporate's now illustrious history. It brought to fore well-deserved accomplishments of Xerxes Desai, the first managing director of Titan, the watchmaking company. Titan's biography is a well-crafted, thought-provoking work of researched writing which leave no stone unturned with its intelligible, reverberating account on selfless leadership provided by founder Xerxes Desai and challenge of pressure and expectation encountered by Bhaskar Bhat to keep Titan and its subsidiaries ahead in corporate race with revised scheme of things for Titan's workforce after the former's retirement. The Titan story presents invigorating corporate anecdotes on persistent teamwork and effective leadership that set a benchmark for its competitors in realm of watch manufacture. The promptly scripted biography is unswerving and encourages book enthusiasts to read and complete the book in one go. Put in other words, the business genre narrative is an intellectual read which has all elements and making of a good engrossing bestseller. Besides pinpointing Titan's credibility, the book provides crucial standpoint on the corporate watch-making giant's prowess as a successful institution of innovation and progressive output. The Titan evolution is a story of company's pride and consumer gratification.
TITAN: Inside India's Most Successful Consumer Brand has an interesting tale of company's artistic confluence with Mozart's music - The Titan signature tune. Unanimously chosen the official tune for Titan ads, the magic of Mozart's symphony had acquired the stature of colossal composition at Titan. Now, in this aspect, Titan in every way had a tryst with classy celebrities, and its fashion brands always conformed to this popular notion. Titan in its early days had reputation of making quartz watches with simple pattern and design. Simplicity in manufacture and design had been the benchmark and strong point for years, and it took lot of convincing on part of Titan's strategy devising and planning workforce to get the watch company into digital watch market. Several detailed events of such kind find enormous writing space dedicated to it in this brilliantly composed, gem of a written work on one of India's leading, largest watch manufacturer. To sum up, this book about Titan's various ventures on domestic and overseas front provides deep, thoughtful insight on work culture that was established, and gained prominence at the corporate through mutual cooperation and strive for excellence among the work force, and the modest results derived from the environment at helm by the leaders of the company.
The author, Vinay Kamath's effort and dedication toward presenting well learned facts and events which took place at Titan during a period spanning over four decades by deploying a methodical paradigm, reflects well in the written piece about Tata Group's brainchild. The author succeeds in instilling a certain degree of curiosity among readers with skillful word play, clarity of thoughts, and expression of artifacts using words which establish good interconnection to preserve and portray Titan's massive reputation as a leading watch manufacturer. And, all this for a debut book from the author. Way to go, Sire!
The book titled, Titan: Inside India's Most Successful Consumer Brand by Vinay Kamath gets a full monty worth a whopping 5 on 5 from my repertoire of points. The author's uncanny knack of effecting continuity and rare trait of keeping the narration simple and agile has potential to win readers a many. This book ought to be one of the best I have had an opportunity to lay my hands on. A scintillating corporate tale narrated with exceptional degree of fluency and flair. The fact that it is the author's debut compilation makes it even more praiseworthy. A brilliant effort for a debut business book. Have fun reading this tremendous and terrific work of substance. A good read. Cheers!
March 22, 2020
The books is nicely written with logical reasons for the strategies that worked or did not work for Titan,Tanishq and Fastrack. Practical application of marketing and strategy is clearly evident in the chapters of the book. Overall,gives an understanding of how a business goes through different phases.
April 16, 2025
An okay read, however I am not a fan of the way the story is told. The book goes in and out of the many years of Titan's existence and that is a slight bit of problem to build a coherent story.
However, the author's research is solid and intentions well placed on sounding neutral while writing the book.
However, the author's research is solid and intentions well placed on sounding neutral while writing the book.
January 14, 2019
A better rating should be 3.5.
I think there definitely is a story on Titan . A company which has one after the other created strong resonating brands , and forms a crown Jewel in the Tata empire .
But the story has not got the best justice in writing and the narrative could be a tad better .
I think there definitely is a story on Titan . A company which has one after the other created strong resonating brands , and forms a crown Jewel in the Tata empire .
But the story has not got the best justice in writing and the narrative could be a tad better .
January 22, 2019
Must read
Very interesting read on journey of Titan. Different chapters dedicated to different brands and their formation. Ethics, engineering, marketing and belief in oneself lot to learn from the culture Xerxes nurtured.
Very interesting read on journey of Titan. Different chapters dedicated to different brands and their formation. Ethics, engineering, marketing and belief in oneself lot to learn from the culture Xerxes nurtured.
May 11, 2020
TITAN (Inside India’s Most Successful Consumer Brand) by Vinay Kamath
TITAN stands for Tata Industries and Tamil Nadu.
An excellent portray of a journey with serial innovative adventures that lead Tata Press to Titan to Tanishq to Tata Eye Plus to Tata Skinn to …
Too good a book !
TITAN stands for Tata Industries and Tamil Nadu.
An excellent portray of a journey with serial innovative adventures that lead Tata Press to Titan to Tanishq to Tata Eye Plus to Tata Skinn to …
Too good a book !
July 5, 2024
I am so glad to have taken up this book.
Amazing journey of the brand TITAN and also an awesome ‘team’ behind the brand.
It wasn’t easy for them.
It was an extremely rocky-bed, but they came up and they did it.
Amazing journey of the brand TITAN and also an awesome ‘team’ behind the brand.
It wasn’t easy for them.
It was an extremely rocky-bed, but they came up and they did it.
March 25, 2019
Good book with deep insights on the Titan brand, how it started and how it diversified into multiple brands. Initial part is a bit boring but later half has good insights across business functions.
April 13, 2019
Persistence,passion are clear themes that are needed to build something from the scratch. The Titan story has spoken the same through this book.
June 28, 2019
Compelled me to rediscover the wonder that Mozart was.
July 19, 2019
Beautiful story of how the brand has evolved
June 10, 2020
Decent book which covers the journey of Titan.
October 29, 2023
Nothing less than brilliant and excellent book. Just mesmerized by the story of one of the world's leading brands.
July 16, 2024
Starts off slow but gets really interesting once you’re about 20% in. Some of the stories around how certain businesses happened are fascinating!
February 12, 2025
I am usually wary of Indian authors writing about business history/growth of brands because their work is either high on adulation with low depth or is outright masala packed. Unfortunately, this book also belongs to the former category. While the author has done good research, I felt the book to be a bit unstructured and low in depth while covering the story of how Titan and its associated brands were built. The chronology was also a bit shaky, moving across times. Overall, I felt that this book could be skipped.
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