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Contact

231 East 22nd Street, Suite 23 New York NY 10010

Email: office.ny@ratio.com
Fax: +88 (0) 202 0000 001

TITAN

TITAN

Titan Company Limited (earlier known as Titan Industries Limited) is an Indian consumer goods company. It is a joint venture between Tata Group and the Tamil Nadu Industrial Development Corporation. It commenced operations in 1984 under the name Titan Watches Limited. In 1994, Titan diversified into jewellery with Tanishq and subsequently into eyewear with Titan Eyeplus. In 2013, Titan entered the fragrances segment with the brand Skinn and, later that year, it ventured into the helmets category under its brand Fastrack. Today, Titan is Tata Group's largest consumer company.

THE ASK

  • The non-exclusive outlets which sold multiple brands of Titan were having non-uniform and inconsistent signages across India.
  • The pan-India execution would include Tier 1, 2 and 3 cities.
  • The customer wanted to standardize the formats and was looking for a solution provider who can make the transition a seamless experience.

THE SOLUTION

  • We utilized multiple materials of various finishes to design the hierarchy of signages & add a premium finish to a specific brand.
  • We created a distinctive look for day and night by making the steel coloured logo turn white.
  • We reduced the power consumption by almost 50%, achieving the same brightness of the signage.
  • The complete solution was warranted for 5 years.

THE RESULTS

  • We achieved uniformity and consistency of brand colour across 1400 locations.
  • The rate of execution was 5 installation/day pan India.
  • Our solution covered 3 major brands of Titan- Sonata, Fastrack and Titan.
  • Titan presented AGX with a trophy for outstanding performance on the 1000th signage installation itself.

KEY TAKEAWAY

Understanding the pain point of the customer and thinking from the customer’s perspective helps in giving rise to innovative idea.