The Hindu Business Line : Tanishq plans US foray

JEWELLERY brand, Tanishq, is planning to set up stores in the US. Mr C.K. Venkatraman, COO, Tanishq, said the company is definitely eyeing the NRI population in the US, but it was too early to announce when it would be setting shop in that market.

Sharing the company's marketing and advertising plans, on the sidelines of the recently concluded Images Fashion Forum, Mr Venkatraman said the company would be shortly launching region-based collections. "We would be looking at individual markets differently. What is required in Chennai, may not be required in Delhi, as the cultures of both the cities are quite different," Mr Venkatraman said.

He said that the localisation would be done without compromising on the brand's overall personality. "We will try to offer the best of the past in a contemporary way. For the South market, for instance, we could look at a contemporary rendering of the traditional temple jewellery."

Mr Venkatraman also said that in the coming year, the brand would focus on more film-based associations. "Our association with Paheli has been a great success, and we would be open to more such associations in future, wherein, we can integrate our jewellery into the film without disturbing the narrative."

The company, which registered a 35 per cent growth in sales this year, hopes to register similar growth figures in the coming year also. The brand's advertising and marketing budget for the coming year, said Mr Venkatraman, would be in the region of Rs 25 crore.