Titan watches

Titan Company is a manufacturing company that produces India's largest and best-known range of personal accessories — watches, jewellery, sunglasses and prescription eyewear. Precision engineering is another area of specialisation that Titan Company excels in. The company was established in 1984 as a joint venture between Tata and the Tamil Nadu Industrial Development Corporation.

Titan watches 

Titan watches 5th larger watch manufacturer in the world, account for more than 60% share of the total Indian market with 15.3M watches sold last year, 330 M USD in revenues (as of 2012), are also sold in about 32 countries through marketing subsidiaries based in London, Aden, Dubai and Singapore.

Titan watches implemented TOC holistic solution to accelerate supply chain responsiveness and improve merchandise management.

Operational Benefits

  • Supply chain response time down from 90 days to ~17 days with no increase in inventory
  • Supply Chain availability (across 30 Reginal warehouses) from 50% to 80%-85%

  • Inventory Effectiveness improvement (Head stock up by 50%, Tail down by 50%)

  • All Retail channel on auto replenishment with centralized merchandise control (+1000 out of which 90% are franchisee stores) 

Financial Benefits

  • Retail stores rolled out to TOC showed consistent 15%-20% LTL growth on top of the reference with ~20% lesser investment 


Read more about Titan merchandising case study...

Read more about Titan operations case study...






"a whole new process of thinking, we established a new process for the watches division for the first time thanks to Goldratt consulting and this TOC project, we saw significant improvement in the response time earlier, best stores were buying once a week and smaller stores were buying once in a month, now it’s a daily consumption, daily purchase and supply that has significantly improved the response time in the market place" - Ajoy Chawla, chief strategy head, Titan Watches. 

"the biggest benefit the retailers got was reduction in terms of their slide stock and improvement in their held of the product mix, and the reduction of approximately one month of their stock, absolute stock resulting in their improvement in ROI" - J Murli, Supply chain Head, Titan Watches. 

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