Tanishq SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 26, 2020

SWOT analysis of Tanishq analyses the brand by its strengths, weaknesses, opportunities & threats. In Tanishq SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Tanishq to benchmark its business & performance as compared to the competitors. Tanishq is one of the leading brands in the lifestyle and retail sector.

The article below lists the Tanishq SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Tanishq SWOT Analysis:

SWOT Analysis of Tanishq

For Tanishq, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Tanishq Strengths

The strengths of Tanishq looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Below are the Strengths in the SWOT Analysis of Tanishq :

1. One of the most trusted jewelry brands in India
2. Strong backing of the Titan Industries of the Tata Group
3. Excellent branding and advertising through TVCs and print ad campaigns
4. Association with celebrities as brand ambassadors to reach out to the customers
5. Apart from Indian jewelry in wedding and diamond collections, also offers simplistic and low-priced jewelry for daily wear
6. Has its presence in over 100 Indian cities

Tanishq Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the Tanishq SWOT Analysis:

1. Limited global presence as compared to a few other international brands
2. Tough competition from other jewelry brands means limited scope of growth

Tanishq Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in Tanishq SWOT Analysis:

1. Global penetration in other countries
2. Acquisition of smaller businesses to increase brand position and reach
3. Tie-ups with corporate and business partners

Tanishq Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of Tanishq are as mentioned:

1. Economic fluctuations mean people decrease their spending
2. Govt policies, taxes etc also affect the premium jewellery segment
3. Trends change quickly, hence innovations and R&D are investments

Tanishq Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 5 competitors of Tanishq:

1. De Beers
4. TBZ
5. Reliance Jewels

Hence this concludes the Tanishq SWOT analysis.

Continue reading more about the brand/company.

About Tanishq

Tanishq Overview
Parent Company

Tata Group


Jeweler and Diamonds


Lifestyle and Retail

Tagline/ Slogan

Pure Jewellery Pure Joy; Pure India Pure Tanishq


One of the largest jewelry brands in India

Tanishq STP

Women who love jewelry

Target Group

Urban women premium and upper class


Tanishq diamonds embark the aspiration of emerging Indian women who uses tradition rather than being used by it

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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