Just
how can a Rs 690-crore company, whose flagship business is trapped
in the throes of a recession, nurse ambitions of hitting sales of
Rs 5,000 crore in five years? That's the goal the top brass at watch
manufacturer Titan Industries are harbouring, although you won't
find them going to town with that target. After all, expectations
of an over seven-fold spurt in five years aren't going to find too
many takers-not when Titan's bread-and-butter business of watches
is barely growing, at 1-2 per cent. Not when the turnover of the
Bangalore-based company founded in 1986 actually dropped last year,
from Rs 697 crore in 2000-01.
But then whoever said anything about Titan
counting only on watches to propel it into the big league! The impetus
for that huge step-up will come from the jewellery business, branded
Tanishq, which last year pitched in with all of 40 per cent of Titan's
turnover. Four years back that contribution was just 14 per cent.
And there's huge potential for further growth, as Jacob Kurian,
Chief Operating Officer, Tanishq, points out: "The jewellery
market is estimated to be worth Rs 40,000 crore. If we could capture
even 5 per cent of this pie, that would account for Rs 2,000 crore-which
is bigger than the entire watch industry, which is worth Rs 1,500
crore!"
Kurian's sixth-floor office in Golden Towers
on Bangalore's busy Airport Road reflects the zest and bounce at
this eight-year-old division. The walls are painted canary yellow
and the moulded furniture is splashed with dizzying shades of blue,
orange and red.
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Jacob Kurien, COO, Tanishq: If he's smiling,
here's why... |
If Kurian, who headed Tata Unisys' US operations
before Tanishq, appears full of beans, it isn't without reason.
He's helped Titan make the transition from a watchmaker-dabbling-in-jewellery
to a respected jewellery brand. His division has been growing at
a compounded rate of 45 per cent for the past five years. Kurian's
even made the division profitable since 2001-before that it was
widely looked upon as an albatross around Titan's neck-and today
is well on his way to wiping out the accumulated losses of Rs 35
crore. As for the competition, he isn't too worried, as "the
nearest player is not even 10 per cent of our size."
Kurian is now on the verge of taking another
step forward in completing the transition at Titan. He's found another
avenue for growth in traditional silverware, which he estimates
to be a Rs 5,000-crore market. "There are players who are addressing
only the very top end of the market. Our aim is to provide consumers
both gold jewellery and silverware so that the link to traditional
goldsmiths is broken and we are able to cater to all their jewellery
needs under one roof."
But What Of Watches
All these initiatives away from the watches
division don't, however, mean that Titan is de-emphasising that
business. It can't afford to. "This is where the company makes
money, and the growth in this segment is important to us,"
explains Vikram Rajaram, Vice President & Chief Corporate Affairs
Officer, Titan.
Sales of watches may be down-from Rs 494 crore
in 2001 to Rs 424 crore last year-but fact is, Titan depends largely
on watches to shore up its bottomline. Gross margins in this business
are as high as 12 per cent, as against just 4 per cent for jewellery.
Despite the fall in sales, Titan still dominates the organised watch
market, with every second watch sold being a Titan. Bhaskar Bhat,
Managing Director, Titan, shrugs off the sluggishness in the market
as a "temporary blip. As the biggest player in the watch segment,
we have been affected, but we expect the market to revive in the
current year."
The worry for Titan-and for the entire watch
industry-is that the slowdown in this sector may have little to
do with the economic downturn and more to do with the industry reaching
a level of saturation. In that case Titan will have to be content
with 2-3 per cent growth from watches and will have to rely on other
businesses to boost the topline. That indeed appears to be the hedge
strategy: other than jewellery and silverware, Titan has also forayed
into the youth segment with sunglasses and leather accessories (wallets
and belts) under the Fastrack brandname. There are also plans to
extend the Titan brand to pens and ties.
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"Titan will continue to grow profitably.
If somebody wants to lose money they're welcome to do so."
Bhaskar Bhat, MD, Titan |
Yet, it isn't as if Bhat believes that the slowdown
in watches is here to stay. The Titan view is that the installed
base of 200 million watches for a country with a population of 1
billion suggests that the market isn't yet saturated. China for
instance has a similar population that buys 120 million watches
a year. In India, annual sales of watches are around 25 million.
If market saturation isn't worrying Titan,
what certainly should be a matter of concern is the competition,
which is cut-throat across all segments. At the lower end, where
margins are wafer-thin, Titan has to contend with the unbranded
players. And then there are also other brands, like Maxima, who
are giving Titan's mass-market Sonata range a run for its money.
For Titan this is the crucial segment: of the 6.68 million watches
it sold last year, roughly 3 million were Sonatas, and Bhat claims
that they're selling well in rural markets.
At the top end, Titan is facing the music from
a number of foreign players-Corum, Longines, Tissot, Swatch, Rado,
Ebel, Patek Philippe, Omega, Tag Heuer, Edox, Candino, Christian
Dior, Espirit, Raymond Weil... it's a long list. And, although the
premium segment is small, there's plenty of potential for growth.
"It's a growing market, and the Indian consumer is well aware
of the numerous brands available," avers Olivier Bernheim,
President & Chief Executive Officer, Raymond Weil.
The foreign brands won't give Titan team sleepless
nights-as long as they don't invade the mid-segment, which is clearly
Titan turf. The company has a 75 per cent share in this segment
(watches priced between Rs 1,000 and Rs 4,000).
The threat for Titan here is from Timex, which
has been growing rapidly and gaining share, with its recently launched
Matrix range. Kapil Kapoor, Managing Director, Timex, is targeting
a marketshare of around 35 per cent in three years. No prizes for
guessing who will suffer if Timex is able to hit that mark. "The
fact that we are growing in a near-stagnant market is a clear indication
that we are grabbing marketshare from other players. In the last
year, we have increased our share from 18 per cent to 22 per cent.
At the retail level, we are growing at 40 per cent a year."
It appears inevitable that Titan will lose
some share to Timex in the short to medium term. And Bhat is clear
that he is not going to chase marketshare at the cost of profits.
"Titan will continue to grow profitably," he says. "If
somebody (guess who!) wants to lose money they're welcome to do
so."
But then profitability in a market that's refusing
to grow isn't easy. Titan is relying on a bit of innovation to see
through the rough times. It recently launched Titan 'Edge' which,
at 3.5 mm thickness (slightly thicker than your credit card), is
being touted as the world's slimmest watch.
Bhat says the company spent Rs 3 crore in research
and development costs on the watch, and expects to sell Rs 15 crore
worth of the range (the watch retails at Rs 5,500 a piece). At the
same time, he's hoping the "technology edge" of Titan
that's been demonstrated via this model will provide momentum to
other products in the company's portfolio.
The Other Headaches
Other than the headaches on the market front,
Titan has some internal sprucing up to do if it has to get its act
together. One major worry on the balance sheet is the high debt:equity
ratio, of 2. Titan had total borrowings to the extent of Rs 422
crore at the end of March 2001. The interest outgo because of these
borrowings was a high Rs 47.84 crore. Bhat admits this is a "cause
for worry'' and claims the company is considering ''a fresh capital
infusion of around Rs 70 crore by the existing shareholders".
Meantime, all the routine steps to improve
operational efficiencies are being taken: McKinsey has been roped
in for an organisational restructuring, and Quadra Advisory-the
firm founded by marketing guru Shunu Sen-will be developing the
brand strategy for the watches division.
The consultants, of course, can only do so
much. It will be up to Titan to ensure that: one, the jewellery
business continues to grow at a rapid clip and thereby boost the
top line; and, two, even as Tanishq plays its hand in propping up
sales, Titan is able to squeeze growth out of the profitable watches
business.
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