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1 case(s) found.
This case explores how an Indian firm breaks into a product category dominated by international players. Titan, a Tata Group subsidiary and leading jewellery firm, wants to enter the fragrance category and challenge established foreign brands.
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Reference 6458
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Published 28 Jun 2019
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Length 15 page(s)
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Topic Marketing
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Region Asia
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Industry Consumer Goods, Luxury Goods and Jewelry
This case explores how an Indian firm breaks into a product category dominated by international players. Titan, a Tata Group subsidiary and leading jewellery firm, wants to enter the fragrance category and challenge established foreign brands.