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Titan Raga: Evolving a Watch Brand for the Changing Consumer
Shekar Prabhakar; Madhavi Lokhande; Prasad A. NaikCase IVEY-9B14A076-EMarketing, StrategyIn 1992, for the first time in India, Titan Industries Ltd., headquartered in Bangalore, India, introduced a watch brand exclusively for women — the Titan Raga. Launched to appeal to sophisticated women, it was embellished with striking symbolism from Indian culture. Its first targeted customers were progressive homemakers and those who were trying to balance work and family life but who wanted to embellish their traditional or Western attire wit...Starting at €8.20