Exclusive | Celebrating festive season, despite slowdown: Titan's Rajan Amba

Titan Raga, one of the well known brands in the watch segment recently launched their exquisite Raga Pearls collection of watches. A tribute to the modern woman, this special collection of watches reflect a unique facet of preciousness, in both concept and rendition. These designer watches are embellished with freshwater cultured pearls and Mother of Pearl dials and available in 26 unique styles.  Each timepiece is finely crafted with elegant and elaborate patterns to make every woman feel special and celebrate her beautiful moments. Bollywood's new diva Shraddha Kapoor  launched Raga's all new pearl collection in the showbiz capital viz. Mumbai.

On the occasion of the launch, Adgully caught up with Rajan Amba, Global Marketing and Product Head, Titan, to gain insights about their new collection and the company’s future plans.
 
Speaking about the launch he said, "We thought it is a great time to launch the new Raga collections as the festive season is round the corner. The watches are priced between Rs. 3,995-Rs. 15,995 and available in 26 styles like Perola and Hyacinth amongst others."

Delicate craftsmanship and the classiness of pearls come together to form the Raga Pearls collection. In a beautiful harmony, alluring designs and cultured pearls comes together to create jewellery, in the form of classic watches, for moments to cherish. The Raga Pearls collection is available in World of Titan, leading department stores, authorized Titan dealer stores and Helios across the country.

Elaborating further Amba said, “At Raga we strive to create memorable stories every year by taking inspirations that are close to every Indian woman’s heart. Whether it is exotic flowers, kundan jewelry or romantic cities of the world, Raga has always created path breaking collections that are beautiful, sensual and precious. The new Pearls collection embodies all these values and is sure to capture the imagination of our consumers.”

The brand is also in the process of introducing a total of 180 new variants of watches across segments.

With the starting price of the watches fixed at Rs. 3,995 and above, we asked him whether it would be affordable for consumers belonging to various economic strata. "Today consumers are increasingly willing to buy that one exquisite piece which will look the best on their wrist. Moreover their decision is helping the brand to drive business upwards of Rs. 4000," replied Amba.

Titan being the one of the popular brand for watches has no doubt placed itself well in the metros. When asked if they have plans of  taking this new range to Tier II cites as well Amba shared to say "Raga is a brand which has a strong presence in the country and specially in Tier I cities but  yes the demand for it exists on a pan India level."

Focusing on the festive season, Raga is all set to launch its new TVC with brand ambassador Katrina Kaif. "We have already shot the TVC with Katrina Kaif, which will showcase all the new collection of watches. As every Raga launch is different so are the TVC's which is the high point and our product strategy."

To promote the Raga collection, the brand is focusing much on TVC's and outdoors and will also be using 360 marketing mix, though the percentage will change depending on the mediums. The TVCs will showcase not only the latest collection but their other collections as well, thus leveraging the current campaign to showcase watches from other segments as well.

According to Amba, "Today the market for watches is good as year-on-year growth of 10–15 per cent has been seen." Also to be noted is that Titan Industries announced an income growth of 42 per cent in the challenging first quarter of 2013-14. With the growing appreciation of finer things amongst consumers Titan is aiming at driving multiple purchases.

As the year has been sluggish for every market and given the economic slowdown, we asked Amba to share their short term plans. He concluded to say, "Despite the economic slowdown, right now we are not holding back as we are focusing on Raga collections and our new TVC. We will continue launching new products to attract consumers with new ranges, keeping their emotions and sentiments in mind."

Marketing
@adgully

News in the domain of Advertising, Marketing, Media and Business of Entertainment

More in Marketing