Titan is pushing ahead with a dual-engine growth mode, with Kuruvilla Markose, Chief Executive Officer (CEO), Titan Watches, emphasising that the company will continue premiumising its portfolio even as it strengthens offerings at the middle and entry segments.
In an interview with BW Businessworld, the CEO of Watches Division at Titan notes that they will continue to aim at sustaining the 16 per cent growth recorded over the past five years. On collaboration with Ducati, the CEO adds that bringing in a globally recognised lifestyle-focused brand allows Titan to deepen its presence in the aspirational, upper-price segments.
Increased Attention Towards Premiumisation
Titan is leaning on premiumisation to sustain the strong momentum at Helios, which grew 27 per cent year-on-year (YoY) in Q2FY and led store additions. The CEO says that “if you look at Titan watches division, we have been growing at something like 16 per cent compounded annual growth rate (CAGR)” with higher price points expanding even faster. To build on this, Titan is adding more Helios stores and scaling up the Helios Luxe format, while also upgrading its Titan World network.
The goal, he says, is to “improve the experience, improve the choices that customers have in these premium outlets.” Even as the company drives this shift upward, he emphasises, “We will continue to increase our premiumisation focus.”
At the same time, Titan is ensuring balanced growth across the mid and entry segments. The CEO underscores that “we will keep the middle of the pyramid and the base of the pyramid also growing,” supported by affordable brands at Rs 1,500 to Rs 2,000, which act as strong recruitment engines. New offerings in Sonata and Fastrack, including automatics and ceramic watches, are widening access to features “middle India did not really have before.” As India’s consumer base upgrades, Titan intends to move in tandem, the CEO says.
“While the journey of Edge and the journey of Xylys and Nebula will continue, the middle will really be held by Titan as a watch brand and Sonata, Fast Track at the base of the pyramid,” he notes.
Collaboration With Ducati
Ducati, the legendary Italian marque defined by speed and design, has brought its adrenaline-rich world to the wrist with the unveiling of Ducati Watches in India, courtesy Titan. Priced from Rs 15,000 onwards, the range offers an accessible yet premium entry point into Ducati’s design-driven world. Ducati has appointed Titan Company as its exclusive licensing partner for retail distribution, brand presence and national expansion.
Titan’s partnership with Ducati is a deliberate step in its long-running premiumisation strategy. The CEO explains that “this whole premiumisation journey we had started quite a while ago,” noting that for five to six years Titan has been “focusing on growing the upper price bands and moving up the ladder in recognition of the trend that is happening in the country.”
Bringing in a globally recognised lifestyle brand, he says, allows Titan to deepen its presence in the aspirational, upper-price segments. The Ducati collaboration fits squarely into that ambition. He describes Ducati as ‘a very well-known brand’ and ‘a very desirable brand,’ especially within India’s fast-growing motorcycling community. For riders, he adds, “Ducatis are seen as products that both look good and perform well,” and the brand is widely regarded as a luxury symbol. With this audience expanding, Titan believes the association is perfectly timed.
Distribution And Digital Expansion
Titan’s widening distribution strategy is closely tied to rising aspirations beyond metros. The CEO underscores that “the Bharat part of India is continuing to grow,” led by higher incomes and rapid lifestyle shifts. He points out that “there is also a lot of aspiration there,” visible even in changing attire and consumption habits across smaller towns. This evolving demand is pushing Titan to strengthen every channel, from ecommerce to exclusive brand outlets, to ensure that lifestyle-focused watch offerings reach consumers wherever they shop.
The CEO highlights that “we have more than 7,000 stores that carry our products,” alongside 1,300 exclusive brand outlets, while ecommerce has ‘become quite large’ and continues to grow. Multi-brand retail (MBR) and large-format stores are also moving up the value chain, opening new opportunities in premium and luxury.
The CEO says that Titan’s approach is simple. “We ensure that we try to get the right set of products into the right channel.” With a portfolio spanning Rs 1,500 entry watches to the Rs 40-lakh products with Jalsa, Titan believes it is well-positioned to play across every price point India’s diverse consumers seek.
Titan’s international strategy is shifting from a wide presence to a deeper penetration in select, high-potential markets. The CEO explains that in recent years, “we have actually narrowed the number of countries that we were present in from around 42 to 25,” choosing instead to strengthen operations where the brand already has strong traction.
The United Arab Emirates is the clearest example of this focus. “We now have close to 40 EBOs,” he says, adding that Titan is present in over 200 multi-brand outlets, operates its own brand e-commerce site, and sells across Amazon, Noon and Namshi.
Growth Projections
Titan is aiming to sustain the strong momentum of recent years, with the CEO stating, “We will continue to look for holding on to the 16 per cent growth that we have enjoyed for the last five years. The Titan philosophy has always been about doing the right things and growth and profitability follows”.
He sees substantial headroom across every layer of the value pyramid, with the premium segment poised to expand fastest as rising incomes reshape demand. “There is a large growth opportunity in all sections of the value chain,” he says, noting that premium will outpace in percentage terms, but the mainline part of the business will fuel that growth.
The Case For Smartwatches
Titan’s watches division is sharpening its smartwatch strategy after the category’s post-Covid boom and correction. The CEO notes that while early demand was driven by novelty and excitement, a wave of digital detox brought casual users back to analogue watches. Titan is now focused on building watches that are more capable, while staying true to its core promise of being high on features but great on value.
Although smartwatches currently contribute only a single-digit share to revenue, Titan expects this to rise to 20 to 25 per cent, supported by stronger products and a deliberate premiumisation push exactly like the company did in analog. The CEO says the industry’s obsession with cheap and cheerful devices diluted consumer trust because they did not really offer great value. “So we are now wanting to put out good products with good features at a great value. That will be the direction that we take,” he adds. |
