Around 20% of Titan's products (watches, eyewear and accessories) are popular online. Titan has implemented strict caveats to avoid the deep discounting of its products online by distributors and sourcing agents. In India, most merchandise flow from distributors to the online channel, and brand owners do not have a direct online strategy in many cases.
However, Titan has strengthened its caveats with distributors to ensure that its online and offline prices are not too different by having punitive no warranty or after-sales service clauses for products that are sold below their prescribed prices. Titan is the first company to do this in India.
When it comes to precious jewellery, we believe consumers prefer well-known national brands to taking a chance with quality online. Titan can use its Tanishq brand online to exploit the potential in gold coins (low-margin and standardised products).
