Abstract
The Tata Group and its precision engineering division, Titan, run on a foundation of values based on the spiritual principle of proactively giving back to society. In this paper, the authors study Titan, making reference to the strategy, business ventures and social responsibility that are ingrained in the company. The authors analyze the branding strategy, product categories and corporate social responsibility (CSR) initiatives of Tanishq, the jewelry division of Titan, through a focus on Mr Perfect and Karigar Park, two of Tanishq’s innovative CSR initiatives.
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