Titan, which has today become a globally recognised brand for its quality watches, has its roots in Tamil Nadu as Tata Group under the leadership of Ratan Tata, launched Titan Watches Limited as a joint venture with the Tamil Nadu Industrial Development Corporation (TIDCO) in 1984.
Titan, arguably the most renowned ‘Made in India’ watch brand in the country, has carved a niche of its own since its launch in early 1980s. Like many of Tata Group’s ventures, Titan, which has today become a globally recognised brand for its quality watches, has its roots in the southern state of Tamil Nadu as Tata Group launched Titan Watches Limited as a joint venture with the Tamil Nadu Industrial Development Corporation (TIDCO) in Hosur.
How Tata-TIDCO partnership changed Tamil Nadu’s fortunes
The partnership between TIDCO and Tata Group is believed to have been played a vital role in the industrial and economic development of Tamil Nadu, apart from being very lucrative and fruitful for the business house which until recently led by its Chairman Emeritus Ratan Tata, who breathed his last on October 9, 2024 (Wednesday).
In 1984, Tata Group and TIDCO established Titan Watches Limited in Hosur, Tamil Nadu and today, the watch brand has become one of the crown jewels of the group, with its watches and other products being exported to over 30 countries across the world. Currently, TIDCO still owns a 27.8 percent stake in Titan, boosting the revenue of Tamil Nadu and providing jobs.
According to reports, over 20,000 people across Tamil Nadu have been employed by Tata Group in its various businesses, and last month the conglomerate announced its plans to build an Electric Vehicle manufacturing plant in Ranipet district, which will provide more jobs to Tamil Nadu residents.
How Titan became the TITAN of watches?
Back to story of Titan watches, the brand according to experts, was a bust during its initial phase. The failure is attributed to the lack of skilled workers, which unlike foreign watchmakers, Tata lacked. To address this, Titan decided to train Class 10 students and recent pass outs from Namakkal and Krishnagiri, and other districts.
The company informed the state government and school registrars about their plan and asked about their inputs. Then, Titan talked to parents of the candidates, after their consent, started a training program to train young students the art of making quality watches. Titan provided food, accommodation, and a monthly remuneration to these student-trainees, and soon created a skilled workforce which could churn out quality watches, paving the way for the company’s success.
Later, Titan would release its ‘Namma Tamil Nadu’ watch series to pay homage to the people of the state which had played a vital role in its success. The ‘Namma Tamil Nadu’ watches had the brand name ‘Titan’ written in Tamil and symbols of Tamil heritage engraved on them.
From watches to global fashion brand
Though renowned for its watches, Tata Group’s Titan under its sub brands like Fastrack, Sonata, Octane, Xylus, Helios, Titan Raga, Tanishq, Caratlane, Titan Eye Plus, Skin, and others, sells a wide-range of fashion products including premium watches, gold, diamonds, perfumes, smartwatches, sports apparel, etc.
Titan’s journey began as a company which aimed to make ‘Made in India’ watches whose quality was at par with global watchmakers, but today it is a globally renowned fashion brand which exports to over 30 countries. Notably, Titan is ranked as the fifth largest watch manufacturer in the world.