The jewellery brand, Tanishq was once at the verge of shutdown due to huge losses it was making. Initially, Tanishq had a hard time competing with the traditional jewellers of India. With plethora of failures Tanishq have became a behemoth in the Indian branded jewellery segment and is the finest example of turning crisis into an opportunity. After a brutal failure in its attempt to change the consumer behaviour, Tanishq have again started experimenting with the buying behaviour of Indian consumers with its brand. But will it succeed in this attempt?

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