More on this book
Community
Kindle Notes & Highlights
The ability to let go of things that didn’t work was a strong corporate ethic and helped create the brand that Titan became, says Anil.
Titan had successfully negotiated the tricky business of sales and distribution by working out an effective franchisee model which cut out middlemen and offered retailers a slightly better margin that it labelled as a cash discount. Titan offered no credit and even today,
What was the recipe for the success of India’s most admired youth brand? Harish Bhat has a simple answer: ‘They were true to their target consumers. It was the total immersion in their consumers that created the Fastrack magic. I saw my own role as providing broad strategic direction to Fastrack, ensuring that business metrics were met, and, most importantly, providing this maverick team all the space they needed to stay the course and to work at their most fluent, creative best. Which they did!’
Titan is sticking to its principle of looking at what it calls ‘underserved categories’ and building a national brand out of it.
