Monday, January 27, 2020

How Titan decides to go after a market / category?

We decided to create a startup initiative within Titan. We launched a program called Ignitor, where we encouraged teams to come up with ideas for the future.

And we published what we called Titan’s Hexagon: There are six elements that ought to be considered for selecting a business to pursue.

  • It must be an unorganized, not regulated category;

  • It must be a personal product;

  • The category must be amenable to branding;

  • Design should be an important element in the purchase consideration;

  • Cost should not be an important driver; and

  • The category should not be intensively competitive.

We will never enter the mobile phone business, for example. [Bhaskar Bhat, the now-retired head of Titan brand].

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