Tanishq Sets the Gold Standard

Book excerpt: All that glitters is not gold, but Tanishq was determined to give India as much gold as its heart desired—and for that, it needed to glitter. It is no secret that Tanishq is one of the most successful jewellery stores in India today, but, at the beginning, as a first attempt at corporatizing the jewellery business, there were many challenges that the company had to face. The very first being, how could people trust a gold merchant if it was not a family business? Overcoming outdated dogmas about how a jewellery business should function, Xerxes Desai, the founder, would have to go quite a way until they could make it big in the market. In this detailed account of Tanishq's journey, Desai tells Bhat how his company arrived at its path to success. Read on, as Harish Bhat, brand custodian of the Tata Group, describes an account that will definitely inspire entrepreneurs, and those aspiring to become one, to create and preserve a successful business empire.