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Essay text:
The company justified its decision saying that it wanted to be 'different' from the traditional Indian offerings.
PROBLEMS FACED BY TANISHQ
? Western design vs. Indian design:
In order to be different, Tanishq introduced westernized designs of jewelery into the
Indian market, the same designs that it used to export. The sleek and contemporary
designs offered by Tanishq did not go down well with the Indian costumers, who preferred heavy traditional designs.
? Perception of jewelery as an asset and not as a fashion accessory:
Jewelery in India had predominantly been used as an investment rather than adornment...
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