Tanishq, a jewellwery brand of Tata group company Titan Industries, is targeting to double its turnover from Rs 389 crore (Rs 3.89 billion) in 2002-03 to Rs 800 crore (Rs 8 billion) in the next two years.

The jewellery arm is aiming at expanding its presence in 58 cities over the next two years. In the same period, it is planning to increase the number of its stores to 75.

Several new products will be launched in the near future as part of an aggressive marketing drive. In the current financial year, revenue from Tanishq sales is expected to touch close to Rs 450 crore (Rs 4.50 billion).

Tanishq is also coming out with a new advertising campaign for the ensuing festival season.

Starting next week, the nationwide electronic campaign marks the entry of the brand on television after being promoted through the print medium alone in the past few years.

"With a network of 62 branded stores in 48 cities of the country, Tanishq has grown to become a brand with a national footprint. At this point, having come of age, we think television would be the most appropriate medium to ensure that it remains the most desired jewellery brand among Indian women," Harish Bhat, chief operating officer of
Tanisq told Business Standard.

The new campaign will be aired both on the national and regional channels in English, Hindi and vernacular languages.

Tanishq has earmarked 4-6 per cent of its total turnover, expected to be about Rs 450 crore (Rs 4.50 billion) this fiscal, for the campaign.

The campaign will be on air during the festival season as around 35 per cent of total jewellery sales take place during this period for which Tanishq has lined up nearly 2,000 new designs.

Tanishq offers gold jewellery in 22 carat gold and also studded with diamonds or coloured gems, platinum jewellery and designer silverware.

Although it is available in Singapore, Middle East and the United States, the present focus of the brand is on the domestic market alone.

"There is immense potential in the Rs 45,000 crore (Rs 450 billion) Indian market where we have successfully managed to create a strong brand," Bhat said.

"Our two year research covering 5,000 women revealed the highly experiential nature of the brand among our consumers who trust it and value it for its purity and designs," he said.