But it was in Titan that Xerxes Desai came into his own. He scripted the extraordinary launch of Titan watches, which took India by storm in 1987. This was a transformational event in Indian marketing history. With a dazzling range of new timekeeping designs which Indians had never experienced before, and the new technology that accompanied them, Titan soon established clear market leadership and won over the hearts and wrists of millions of Indians.
