Brand Custodian, Tata Sons.
Author of “Tata Log” and “The Curious Marketer”
“Vinay Kamath’s book on Titan is a breezy walk through the history of this unique and restless company, which has reinvented not just one, but three product categories – wrist watches, jewellery and eyewear - in the country. Vinay brings to bear a journalist’s flair, and extensive interviews with Titan insiders, to weave a fascinating tale. He then narrates this story, peppered with so many interesting anecdotes, with heartwarming spontaneity.
This is the story of how a “merry bunch” of Tata employees, who started out in the mid-1980s simply wanting to do something different, captured the imagination of millions of Indian consumers over the next three decades. You will read in this book the inside story of how the magic of Titan advertising was born, how Tanishq became a blockbuster, and how Fastrack, India’s strongest youth brand today, was created by a maverick team. And many more.
In its essence, this book captures the journey of how this Tata enterprise has added so much beauty to the lives of millions of Indians. A delightful and easy read.