Aditya Singh | Head, International Business, Jewellery, Titan Company Ltd
- Andy is the Head of International Business for Jewellery of Titan Company Limited.
- He started with the Tata administrative service, he was earlier with Montblanc and is an Angel Investor.
Podcast
Overview
When it comes to dining and owning jewellery, we tend to exercise certain caution in spending money on the trusted brand or family jeweller. For ages, we have all turned to our family jewellers to cater to our wishes and needs of the same. In this highly volatile industry, Titan has managed to make its name as one of the trusted brands of jewellery on an international scale. Today, we discuss what goes into making a trustworthy and internationally known jewellery brand.
[00:29] – About Aditya Singh
- Andy is the Head of International Business for Jewellery of Titan Company Limited.
- He started with the Tata administrative service, he was earlier with Montblanc and is an Angel Investor.
[03:55] – What goes into building a successful brand for jewellery in international markets?
- In the recent past, there are a lot of Indian players who are like the big chains, that have started going out to certain countries.
- It’s always a combination of these three sets of players, the locals, the Indian players, and the Western players.
- I think it’s a matter of around five things. First, is to really read the macroeconomic trends. The associated point is the culture study.
- Sometimes, the culture of that country might be very different from what we are used to, unless we understand that culture, how and why people buy that category in that country, we won’t be successful.
- The second is to identify customer segments, whether you are targeting the millennials, or Gen X, or what kind of people are you looking for male, female, everything.
- Third, I think, the success mantra has been more around building a team, which believes in the vision that we have set up. Once we have built a great team, who is living and breathing the ethos of the company, they will take forward the journey, then the work becomes much easier.
- The fourth element of building a brand is always building a successful partner ecosystem and the country, it could be the biggest partner in form of somebody who is helping us liaison with the government, or it could be the smallest vendor who is just supplying flowers for the store.
[07:28] – How has Titan managed to break the myth of going only to a family jeweller?
- When Titan entered into space, I think what we did well was to study why people go to traditional jewellery.
- First, that jeweller understands you and your family very well, they understand your family occasions, whether you like gold you like diamonds, and within the colour stones, what suits you and everything he understands.
- Now, all this in modern parlance is a CRM system, if you’re able to build a robust CRM system, it captures all this information, and you can replicate that.
- Second, there are services associated with traditional jewellers. If you don’t have money right now, it’s okay. You take it, I’ll collect it later from you.
- The biggest ability that we were able to bring in was today in India, we have 400 plus stores. And we already have like last two years of international expansion. We have six stores already. You can buy from one go and exchange avail services and that’s heard all seamless.
[15:47] – What are some of the key metrics you look for before you decide to make an investment?
- One principle that has stayed for with me is I don’t really go behind the metrics of the business. Typically, at the Angel Investment stage, the businesses are either at the ideation stage or in a pilot phase. What I look for is the investor, the founder. What is the credibility of that founder and, passion of that founder.
RESOURCES:
You can connect with Aditya Singh – LinkedIn
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Profile
- Andy is the Head of International Business for Jewellery of Titan Company Limited.
- He started with the Tata administrative service, he was earlier with Montblanc and is an Angel Investor.
