Tanishq Growth Pilot · Titan Company

Jewellery · Titan Company

Tanishq growth pilot, at a glance

Bridal and diamond jewellery across a 528 store network, with the Golden Harvest savings book and Encircle loyalty behind it.

528

Tanishq stores, India and overseas

240+

Cities and towns covered

₹44,000 Cr+

Titan jewellery division, FY25 income

56

Consoles live on this brand

Open

Aiera Live

Pick the sales or support agent, place a real call, and watch the conversation and quality record.

Open

Retention and dormancy

19,00,000 quiet identities across 5 segments, with a dated call list at the end.

Open

Value model

What the pilot is worth on the network figures, with every input on the screen.

What the published figures say

Jewellery is Titan's largest division, contributing the majority of company income.
Golden Harvest instalment scheme and the Encircle loyalty programme are the two largest customer books.
Every diamond piece carries certification and a stated exchange value.

Range and price ladder

Category	Price band	Share of mix
Bridal and wedding sets	₹1.2 L – ₹12 L	38%
Diamond jewellery	₹35,000 – ₹4 L	27%
Daily wear gold	₹18,000 – ₹90,000	22%
Coins and bullion	₹6,000 – ₹1 L	8%
Gifting and solitaires	₹45,000 – ₹8 L	5%

Price bands follow published Tanishq ranges. Mix shares are modelled from the category ladder and the store network.

Tanishq · organised by customer occasion

Six occasions, not six tools

The console is cut the way the category buys rather than the way software is usually sold. Marketing, market intelligence, creative and voice do not appear as destinations. They appear inside an occasion, as a decision somebody owns. Bridal and wedding is built out in full. The other five are set out in outline.

One set of items, three ways to look at them. By occasion, which is where the value sits. By function, which is how a person actually logs in. And by capability, which is which product is doing the work. Nothing is duplicated between the three.

Value in play, by occasion

₹ 142 CrBridal and wedding

₹ 64 CrDaily wear and gifting

₹ 71 CrDiamond and solitaire

₹ 48 CrSchemes and savings

₹ 26 CrExchange and service

₹ 10 CrCorporate and institutional gifting

Why the structure changed

A tool has nothing to act on. An occasion has a deadline, a family and somebody accountable for it.

Grouping by capability produces screens that report. Grouping by occasion produces screens that decide, because voice, detection, Market Sense, Creative Studio, conversation intelligence and writeback all meet inside the decision that has to be made.

48routed actions

7operating desks

7connected capabilities

The six occasions

Occasion	Build state	Share of mix	Value in play
Bridal and wedding	Built out	38%	₹ 142 Cr
Daily wear and gifting	Outline	24%	₹ 64 Cr
Diamond and solitaire	Outline	17%	₹ 71 Cr
Schemes and savings	Outline	11%	₹ 48 Cr
Exchange and service	Outline	7%	₹ 26 Cr
Corporate and institutional gifting	Outline	3%	₹ 10 Cr

On the assumption behind this cut. Titan's internal structure is not mirrored here. The occasions follow how the category buys, which is the cut a bridal family would recognise. It remaps to any internal structure in one working session, and nothing below the occasion level changes when it does.

The six bridal stages

Thresholds marked as a proposed threshold are DeployOne settings for Titan to confirm.
Aggregate only. No individual customer record and no individual advisor scoring appears anywhere in this console.

Bridal and wedding · cross boundary routing

Where the actions go

A stage that only reports back to itself is a dashboard. Every one of the six bridal stages sends work outside the desk that raised it, to a family, into the public, to another part of the business, or into a Titan system. This is the whole difference between a console and a report.

Reaches a customer

Approval is required before it leaves, whatever the confidence level
Recovery, timing, collection and anniversary calls all sit here
19 of the 48 actions

Moves inside the business

Reversible internal work acts on the press, with an undo beside it
Stock transfers, buying signals, capacity and enrolment quality
26 of the 48 actions

Writes to a Titan system

Outcomes and captured dates go to Service Cloud, transfers to SAP
The Golden Harvest ledger is read only and stays that way
3 of the 48 actions

How an action type is decided

Test, applied in this order	Result	Actions
Does it reach a customer or the public	Approval before it leaves, whatever the confidence	Approve, Draft
Is confidence below the bar for this kind of item	Evidence opens, nothing changes	Question, Choose
Is it internal and reversible	Acts on the press, with an undo	Done
Is the rule a standing one	The agent declines and shows the override	Declined
Is somebody else holding it up	It stays blocked and a named person is nudged	Blocked
Is it a repeating trigger	The threshold is set once and it fires without asking	Armed

Seniority sits on top of all of it. A manager raises and a head approves. Every item in the queue carries the person it is waiting on, and nothing customer facing leaves the building on the agent's own authority.

Thresholds marked as a proposed threshold are DeployOne settings for Titan to confirm.
Aggregate only. No individual customer record and no individual advisor scoring appears anywhere in this console.

The stack, mapped to the work

Which product does what

Seven capabilities, and none of them is a place a person goes. Each one appears inside a stage, doing a specific piece of a specific action. Voice is the one that reaches a family. The other six decide what it should say, whether it should say it at all, and where the answer is written.

What each one does

Capability	What it does in this build	Actions	Integration position
Voice agents	Outbound and inbound conversation in the family’s own language. The only capability that reaches a person directly.	17	Live
WhatsApp agents	The written complement to voice. Used where a note is better than a call, and where a family asked for it.	3	Live
Detection engine	The rules and thresholds that turn data into a dated item with an owner. Every line on a Process rail runs here.	25	Live
Market Sense	External listening. Gold rate, competitor terms and ladders, category volume and duty, catchment openings, public sentiment.	7	Live for rate and public sources, catchment in build
Creative Studio	Campaign copy, imagery and reels generated against a specific finding, and held until somebody approves it.	6	Live
Conversation intelligence	Internal listening. What families actually asked for, aggregated. Never an individual profile.	5	Live
Writeback layer	Outcomes, reason codes and captured fields into Service Cloud, SAP, the dialler and the store diary.	8	Service Cloud live, SAP in build

On the integration column. These are proposed positions, not confirmed ones. Read, write and never for each Titan system is a conversation for their technology team, and the console is built so that any of them can be set to read only without the rest changing.

The two that were missing

Market Sense is a trigger, not a tab

Rate movement, competitor terms, catchment openings and duty changes all arrive as dated items with an owner. The rate move alone restates five hundred and twelve open valuations without anybody asking it to.

Creative Studio is an act, not a gallery

Every campaign in this build is raised against a specific finding rather than a calendar, and none of it is published on the system's own authority. Two lines were pulled because the stock and the schedule did not support them.

Voice is still the only one that reaches a person

20 actions place a call or send a message. The other 28 decide what should be said, whether it should go out at all, and where the outcome is recorded.

Thresholds marked as a proposed threshold are DeployOne settings for Titan to confirm.
Aggregate only. No individual customer record and no individual advisor scoring appears anywhere in this console.

Bridal and wedding · stage 01 of 06

Enquiry and appointment

The first contact from a family, and the seventy two hours after it. Most of what is lost in bridal is lost here, before anybody has sat down.

2,140

Bridal enquiries this month

Across 71 stores in the pilot region

34%

Held an appointment inside 72 hours

Illustrative. Measured against enquiries carrying a stated date

417

Missed calls after store hours

Telephony log, 30 days

₹ 41 Cr

Enquiry value not yet booked

Stated dates inside 120 days, at last year’s average bridal ticket

Listen

Store walk in log and enquiry captureTitan system
Missed calls on store lines, including after hoursTitan system
Website and app appointment requestsTitan system
WhatsApp enquiries into the brand numberDeployOne
Aiera call transcripts, aggregate onlyDeployOne
Encircle household recordsTitan system

Process

Enquiry carrying a stated wedding date with no appointment held inside 72 hoursProposed threshold
Missed call on a store line with no callback inside 18 hoursProposed threshold
Three or more attendees mentioned, routed to a standard counter rather than a private roomProposed threshold
Same household enquiring at two stores inside 14 days
Enquiry with a date inside 60 days, which changes the slot that should be offered

Act, and where it goes

Back to the family, by call or WhatsApp
To store operations, for the slot and the room
To the buy, as an early demand signal
To Salesforce Service Cloud, as an outcome and reason code

Work queue

8 items · one state in every view

Detection and evidence

Missed call on a store line with no callback inside 18 hours

Threshold: 18 hours. Assistant set, to be confirmed with Titan

Missed calls after close: 41
Connected on callback: 26
Appointments held: 11

91% confidence · High. The telephony log is unambiguous and the callback outcome is recorded on our side.

If nothing is done

A bridal family that rings after close and hears nothing back usually rings somebody else the next morning.

₹ 62 LEleven appointments at the average bridal ticket

Completed by Regional retail headForty one callbacks placed, twenty six connected, eleven appointments held.Reversing removes the eleven held slots and returns them to the store diary.

Detection and evidence

Three or more attendees mentioned on the call, against room availability in the store diary

Threshold: three attendees. Assistant set

Attendees stated on the call: 9
Slot requested: Sat, 4pm to 7pm
Peak Saturday slots at this store: 6

78% confidence · Good. Attendee count came from the family on the call. Room impact is read from the store diary.

If nothing is done

A nine member family at a standard counter is a shorter visit and a smaller shortlist.

₹ 18 LAverage bridal ticket where the full family attends

Approve this customer-facing action?

If approved: Blocks the room, moves two standard bookings to the adjacent hour and notifies both.
If sent back: Returns it to the agent, which offers the family the next Saturday instead.

Detection and evidence

Date present in a linked record but not stated by the person on the call

Standing rule, not a threshold

Calls where a date was known but unstated: 188
Date volunteered when asked: 131
Calls where the agent stated it: 0

96% confidence · Very high. The rule is deterministic. The count is a straight read of which field the date came from.

If nothing is done

Repeating something back that a family never told this part of the business is the fastest way to lose it.

HeldOne hundred and thirty one dates given freely instead

Declined by standing ruleThe date was not stated. The agent asked, and one hundred and thirty one families gave it.

Overriding lets the agent open with the date it already holds.

Detection and evidence

Same household identifier enquiring at two stores inside 14 days

Threshold: 14 days

Households open at two stores: 63
Merged to a single record: 63
Duplicate calls prevented: 58

84% confidence · Good. Household matching uses the Encircle identifier. Fifty eight of the sixty three had a second call already scheduled.

If nothing is done

Two advisors calling one family about one wedding reads as a business that does not talk to itself.

₹ 9 LAdvisor hours returned to open enquiries

Completed by Regional retail headSixty three duplicate households merged. Ownership stayed with the store that took the first enquiry.Reversing splits them again and re-opens both store records.

Detection and evidence

Stated wedding date inside 60 days with no appointment held

Threshold: 60 days. Assistant set

Families with a date inside 60 days: 11
Preferred store has a slot this week: 3
Any store has a slot this week: 11

73% confidence · Moderate. Store diaries are read live. What a family will accept is not known until it is offered.

If nothing is done

Inside sixty days a family that cannot be seen this week is usually buying somewhere else.

₹ 1.9 CrEleven bridal enquiries at the average ticket

Choose the route

Detection and evidence

One store visit recorded, no contact and no second visit in 21 days

Threshold: 21 days. Assistant set

Families quiet after one visit: 87
Average days since the visit: 29
Still inside their stated date: 71

80% confidence · Good. Visit and contact records are complete. Whether the family is still looking is inferred.

If nothing is done

Twenty one days of silence after a first bridal visit is where the enquiry usually ends.

₹ 14 CrEighty seven enquiries at the average bridal ticket

Draft, held until released

Detection and evidence

New competitor store confirmed within the catchment radius of an existing Tanishq store

Threshold: 4 km urban catchment. Assistant set

Confirmed openings: 3
Tanishq stores affected: 6
Earliest opening: 41 days

79% confidence · Good. Openings are confirmed from public sources. Catchment overlap is a distance calculation, not a measure of who actually shops where.

If nothing is done

Finding out about a competitor opening from the footfall numbers is finding out two months late.

₹ 21 CrAnnual bridal revenue across the six affected stores

Completed by Regional retail headSix store managers notified with the opening date, the format and the catchment overlap.Reversing withdraws the notification from the six store views.

Detection and evidence

Confirmed competitor opening inside a catchment with no live local campaign

Standing rule, not a threshold

Catchments with no live campaign: 3
Creative variants generated: 9
Days before the first opening: 41

72% confidence · Moderate. The gap in coverage is a clean read. Whether local creative moves anything in a bridal catchment is untested here.

If nothing is done

A competitor opening into a catchment with no local presence sets the comparison on their terms.

₹ 4.2 CrBridal revenue in the three catchments over the opening quarter

Approve this customer-facing action?

If approved: Releases nine variants to the three catchments and books the local placements.
If sent back: Returns it to Studio for a single catchment trial first.

The numbers behind this stage

Where the enquiry came from	Volume	Held an appointment	Value not yet booked
Store walk in	1,104	48%	₹ 14 Cr
Store telephone	612	31%	₹ 11 Cr
Website and app	268	22%	₹ 9 Cr
WhatsApp	156	19%	₹ 7 Cr

What this stage is doing. Every line above already exists somewhere in Titan’s stack. What is new is that a stated wedding date now behaves like a deadline, and something acts on it inside seventy two hours rather than waiting for the family to come back.

The date is the trigger

A wedding date is the only genuinely fixed deadline in retail. Once it is captured, everything downstream can be counted backwards from it.

Volume is not the problem

Two thousand enquiries arrive. Roughly a third get an appointment inside the window. The gap is capacity to follow up, not demand.

It leaves the desk

The same enquiry becomes a slot for store ops and a demand signal for the buy, without anybody re-keying it.

Thresholds marked as a proposed threshold are DeployOne settings for Titan to confirm.
Aggregate only. No individual customer record and no individual advisor scoring appears anywhere in this console.

Bridal and wedding · stage 02 of 06

Consultation and trousseau

The long conversation. Three or four visits, a shortlist that grows and moves, and a family that is deciding in public.

3,880

Open shortlists

Bridal, pilot region, illustrative

214

Quiet past nine days

No contact since the shortlist was built

900

Requested and not stocked

Shortlisted designs with no regional stock

34%

Shortlist above stated budget

Where a budget was stated on the call

Listen

Consultation notes in Service CloudTitan system
Advisor app selections and try on recordsTitan system
Shortlist and wish list held at POSTitan system
Design catalogue and live stock position in SAPTitan system
Prometheus nudges already generatedTitan system
Conversation transcripts, aggregate onlyDeployOne

Process

Shortlist built with no contact in the following 9 daysProposed threshold
A design shortlisted at three or more stores and stocked at none in the region
Consultation over 90 minutes with no shortlist recordedProposed threshold
Shortlist value more than 30 per cent above the budget stated on the callProposed threshold
Karigar lead time on a shortlisted design not confirmed

Act, and where it goes

Back to the family, to reopen the shortlist
To the buy, as a stocked against requested gap
To karigar planning, for lead time
To store operations, as a stock transfer

Work queue

8 items · one state in every view

Detection and evidence

Shortlist recorded with no contact in the following 9 days

Threshold: 9 days. Assistant set

Shortlists quiet past nine days: 214
Connected: 138
Second sitting booked: 44

88% confidence · High. Shortlist and contact dates are both recorded. The call outcome is ours.

If nothing is done

A shortlist with no follow up is the most expensive thing in the store, because the work is already done.

₹ 7.9 CrForty four sittings at the average bridal ticket

Completed by Regional retail headTwo hundred and fourteen families called, one hundred and thirty eight connected, forty four sittings booked.Reversing releases the forty four sittings and returns the shortlists to their previous state.

Detection and evidence

Caller identity differs from the person who built the shortlist on the same household record

Standing rule, not a threshold

Calls from a linked household member: 431
Shortlist disclosed: 0
Appointment discussed instead: 431

97% confidence · Very high. Household linkage and shortlist authorship are both recorded fields.

If nothing is done

One disclosed selection inside a family is a complaint that reaches the brand, not the store.

HeldFour hundred and thirty one calls handled without disclosure

Declined by standing ruleNothing about the selection was said. The agent handled the appointment only.

Overriding lets the agent read the shortlist to any linked household member.

Detection and evidence

Design shortlisted at three or more stores with zero regional stock

Threshold: three stores. Assistant set

Designs shortlisted and unstocked: 4
Shortlists affected: 61
Nearest holding region: Chennai

82% confidence · Good. Stock position is read live from SAP. Whether a transfer arrives in time is a planning call.

If nothing is done

A family that shortlists something the business cannot show them again usually stops shortlisting.

₹ 2.4 CrSixty one shortlists carrying at least one of the four

Approve this customer-facing action?

If approved: Raises the transfer in SAP, notifies the four receiving stores and marks the shortlists as reachable.
If sent back: Returns it to merchandising with the shortlist count attached.

Detection and evidence

Design shortlisted with no confirmed lead time in the planning record

Standing rule, not a threshold

Designs without a lead time: 3
Shortlists affected: 88
Days since the request: 12

90% confidence · High. The missing field is visible. The reason it is missing is not.

If nothing is done

An advisor guessing a lead time in front of a family is how a delivery promise gets broken twelve weeks later.

₹ 3.5 CrEighty eight shortlists carrying one of the three

Waiting on: R. Subramanian, karigar planning
What is needed: Confirmed lead time on three temple work designs

Nudge the named owner

Detection and evidence

Shortlist value more than 30 per cent above the budget stated on the call

Threshold: 30 per cent. Assistant set

Consultations above the threshold: 46
Average gap: 34%
Alternate set generated: 46

71% confidence · Moderate. Shortlist value is exact. A budget mentioned once on a call is a soft number.

If nothing is done

A family that finds out at the counter that the shortlist is out of reach leaves without buying anything.

₹ 4.1 CrForty six consultations held rather than lost at the counter

Completed by Store managers, six storesAn alternate set at the stated budget was generated and attached to each of the forty six consultations.Reversing removes the alternate sets from the advisor app.

Detection and evidence

Design shortlisted or asked for with no regional stock, counted over 30 days

Threshold: rolling 30 days

Requested and unstocked designs: 900
Requested three times or more: 118
Concentrated in one region: 40

86% confidence · High. Both sides of the comparison are read from Titan systems. The judgement is what is worth acting on.

If nothing is done

The buy currently learns what families asked for from sales, which only shows what was available to sell.

₹ 22 CrAnnualised, on the designs requested three times or more

Choose the route

Detection and evidence

Published competitor making charge or scheme ladder changing by more than 3 points

Threshold: 3 points. Assistant set

Competitors that moved: 2
Largest move: 7 points
Catchments with both present: 19

81% confidence · Good. Ladders are published and read directly. What a family compares on is inferred from calls.

If nothing is done

A ladder that moved three weeks ago is already showing up in consultations as a question nobody briefed the floor on.

₹ 17 CrBridal revenue in the nineteen shared catchments

Choose the route

Detection and evidence

Creative claim checked against live regional stock before release

Standing rule, applied to every generated line

Creative lines generated: 44
Checked against stock: 44
Pulled before release: 6

94% confidence · Very high. The claim and the stock position are both machine readable, so the check runs on every line rather than on a sample.

If nothing is done

Advertising something the region cannot show is a wasted visit and a complaint, and the store carries both.

HeldSix claims pulled, thirty eight released

Declined by standing ruleSix lines were pulled. Thirty eight went forward unchanged.

Overriding publishes the pulled lines as written.

The numbers behind this stage

Design family	On shortlists	Regional stock	Requested and unstocked
Temple work	1,180	Low	412
Polki and uncut	904	Adequate	188
Diamond bridal sets	870	Adequate	141
Plain gold heavy	926	High	159

Where this differs from a report. The shortlist to stock comparison exists in Titan’s systems already. What is added is that the gap becomes a routed item with an owner in the buy, rather than a column somebody notices at the end of a quarter.

Shortlists are the real demand signal

Sales data shows what was in the case. A shortlist shows what the family actually asked for, including what was not there.

Nobody is scored

Consultation quality is reported at store and region. No advisor appears as an individual anywhere in this stage.

Two exits from one desk

The same finding reopens a family and reaches the buy. Neither is re-keyed by anyone.

Thresholds marked as a proposed threshold are DeployOne settings for Titan to confirm.
Aggregate only. No individual customer record and no individual advisor scoring appears anywhere in this console.

Bridal and wedding · stage 03 of 06

Scheme and financing

Most bridal is saved for. Golden Harvest is where the purchase is decided long before the family walks in, and where it quietly falls apart.

46,200

Live bridal linked enrolments

Pilot region, illustrative

1,240

Two instalments missed

Rolling, as at this morning

96

Maturity lands after the date

More than 45 days after the stated wedding

₹ 31 Cr

Value at risk of lapse

Paid in to date on enrolments past the threshold

Listen

Golden Harvest ledger, read onlyTitan system
Instalment payment log by enrolmentTitan system
Enrolment records by store and cohortTitan system
Wedding date captured at enrolment or on a callDeployOne
Live gold rate feedTitan system
Recovery call outcomesDeployOne

Process

Two consecutive instalments missed on a bridal linked enrolmentProposed threshold
Maturity date falling more than 45 days after the stated wedding dateProposed threshold
Store cohort dropping more than 25 per cent by month fourProposed threshold
Scheme value at maturity more than 20 per cent below the family’s shortlistProposed threshold
Enrolment carrying a wedding date, which changes how it is treated

Act, and where it goes

Back to the family, as a recovery or a timing conversation
To store operations, as enrolment quality by store
To finance, as an exposure and maturity view
Nothing is written to the ledger. That stays with finance

Work queue

8 items · one state in every view

Detection and evidence

Two consecutive instalments missed on a bridal linked enrolment

Threshold: two instalments. Adjustable, see the armed item below

Called: 1,240
Connected: 611
Paid inside 72 hours: 402

93% confidence · Very high. Both the missed instalments and the payments after the call are read from the ledger.

If nothing is done

A Golden Harvest enrolment that lapses takes the wedding purchase with it, not just the instalment.

₹ 6.4 CrPaid in value held on four hundred and two enrolments

Completed by Regional finance leadTwelve hundred and forty called, six hundred and eleven connected, four hundred and two paid inside seventy two hours.Reversing does not recall the payments. It removes the recovery flag and returns the enrolments to the standard reminder cycle.

Detection and evidence

Any write operation against the scheme ledger

Standing rule, agreed at design

Ledger reads this month: 46,200
Ledger writes: 0
Outcomes written to CRM instead: 1,240

99% confidence · Certain. The integration is read only at the connection.

If nothing is done

A voice agent with write access to a savings ledger is an audit finding waiting to happen.

HeldTwelve hundred and forty outcomes written to Service Cloud instead

Declined by standing ruleNothing was written. Call outcomes went to Service Cloud and the ledger was left alone.

Overriding would require a new integration and a finance sign off. It is not available in this build.

Detection and evidence

Recovery call triggers automatically at the set number of missed instalments

Currently set at two. Assistant set, to be tuned with Titan

At one missed instalment: 3,910 families
At two: 1,240 families
At three: 488 families

76% confidence · Moderate. The counts are exact. The right threshold is a judgement about tone, and Titan should set it.

If nothing is done

Set too late and the enrolment is already gone. Set too early and a saver who was travelling gets a call about money.

₹ 15 CrPaid in value across the three threshold options

Fire the recovery call at 2 missed instalments

Detection and evidence

Maturity date falling more than 45 days after the stated wedding date

Threshold: 45 days. Assistant set

Enrolments maturing after the date: 96
Average gap: 71 days
Average paid in: ₹ 1.9 L

85% confidence · High where a date was stated. Nine of the ninety six carry a date given by a family member rather than the saver.

If nothing is done

A family that discovers this at the counter three weeks before the wedding has to fund the purchase twice.

₹ 1.8 CrPaid in value across the ninety six

Approve this customer-facing action?

If approved: Sends the note, opens a timing conversation and flags each enrolment for the store.
If sent back: Returns it, and the nine uncertain dates are confirmed on a call first.

Detection and evidence

Store cohort dropping more than 25 per cent by month four

Threshold: 25 per cent by month four. Assistant set

Stores above the threshold: 11
Worst cohort drop off: 41%
Estate median: 17%

87% confidence · High. Cohort behaviour is read straight from the ledger over a full four month window.

If nothing is done

An enrolment that lapses by month four cost the store the sale it was standing in for.

₹ 4.7 CrAnnualised, closing half the gap to the estate median

Completed by Regional retail heads, three regionsEleven store cohorts routed to three regional heads with the cohort curve attached. No advisor is named anywhere in it.Reversing withdraws the finding from the three regional views.

Detection and evidence

Projected maturity value more than 20 per cent below the linked shortlist

Threshold: 20 per cent. Assistant set

Enrolments below their shortlist: 340
Average shortfall: 27%
Months remaining, average: 5

74% confidence · Moderate. Maturity value is calculable. The shortlist is a snapshot and families change it.

If nothing is done

Arriving at maturity short of the shortlist forces a smaller purchase, and the family remembers the shortfall rather than the saving.

₹ 9.2 CrShortfall value across the three hundred and forty

Draft, held until released

Detection and evidence

Published competitor scheme terms changing on tenure, bonus instalment or exit rules

Standing rule, checked monthly

Competitors that changed terms: 2
Both improved the bonus instalment: Yes
Our month four drop off, same period: +4 pts

76% confidence · Moderate. The terms are published and exact. Linking them to our drop off is a correlation, and it is stated as one.

If nothing is done

A scheme comparison the business has not seen is one the family on the phone already has.

₹ 48 CrValue in play across the schemes occasion

Completed by Head of consumer financeThe comparison was routed to consumer finance with the cohort curve attached.Reversing withdraws it from the finance view.

Detection and evidence

Store cohort above the drop off threshold with no scheme explainer in the catchment

Threshold: 25 per cent by month four. Assistant set

Stores in scope: 11
Creative variants generated: 6
Estate median drop off: 17%

70% confidence · Moderate. The store list is a clean read. Whether explanation rather than promotion fixes drop off is a hypothesis.

If nothing is done

Enrolling harder into eleven stores with a drop off problem makes the drop off bigger.

₹ 4.7 CrAnnualised, closing half the gap to the estate median

Approve this customer-facing action?

If approved: Releases the six variants to the eleven catchments and briefs each store manager.
If sent back: Returns it, and three stores run it as a six week trial.

The numbers behind this stage

Cohort by month enrolled	Enrolments	Still paying at month four	Value paid in
Twelve months ago	9,140	79%	₹ 14 Cr
Nine months ago	11,020	81%	₹ 12 Cr
Six months ago	12,880	83%	₹ 9 Cr
Three months ago	13,160	Too early	₹ 4 Cr

The read only position. Every figure on this stage comes out of the Golden Harvest ledger and nothing goes back into it. Recovery outcomes are written to Service Cloud, which is where a customer conversation belongs.

Recovery is a conversation

The agent explains where the enrolment stands and takes no payment on the call. Payment happens through the existing channels, in the family’s own time.

Timing is the hidden failure

Lapse is visible and gets attention. A scheme maturing after the wedding is invisible and costs the same purchase.

Reported at store, never at advisor

Enrolment quality is a store and region measure. No individual scoring appears in this build.

Thresholds marked as a proposed threshold are DeployOne settings for Titan to confirm.
Aggregate only. No individual customer record and no individual advisor scoring appears anywhere in this console.

Bridal and wedding · stage 04 of 06

Exchange and old gold

Almost every bridal purchase has family gold going into it. The valuation is presented, and six times in ten it is declined.

2,310

Valuations presented

Bridal linked, 30 days

61%

Declined the same day

Illustrative. Consistent across store formats

₹ 28 Cr

Old gold walked back out

Assessed value of declined pieces

100%

Calls now stating the changeover

Up from 38 per cent at the start of the pilot

Listen

Exchange counter valuations at POSTitan system
Declined valuations and the reason recordedTitan system
Purity assay recordsTitan system
Live gold rate feedTitan system
Exchange conversations, aggregate onlyDeployOne
Return visits with no purchaseTitan system

Process

Valuation presented and declined on the same day
Valuation given standalone, without the changeover figure on the new piece
Exchange declined, then a return visit with no purchase inside 21 daysProposed threshold
Assayed purity below the purity the piece was presented as
Rate moved more than 4 per cent since an open valuation was givenProposed threshold

Act, and where it goes

Back to the family, as a changeover figure rather than a valuation
To store operations, as the script and the presentation
To the buy, as old gold inflow against making capacity
To Service Cloud, as the outcome and the reason

Work queue

8 items · one state in every view

Detection and evidence

Valuation presented standalone and declined, with a live shortlist on the same household

Threshold: declined same day, shortlist open

Declined valuations re-presented: 780
Reopened the conversation: 289
Proceeded to exchange: 96

81% confidence · Good. Valuation, decline and shortlist are all recorded. Attributing the reopen to the framing is a reasonable read, not a measurement.

If nothing is done

A number on its own invites comparison with a jeweller down the road. A changeover figure is only available here.

₹ 11 CrAssessed value on the two hundred and eighty nine reopened

Completed by Regional retail headSeven hundred and eighty re-presented as a changeover figure. Two hundred and eighty nine reopened, ninety six proceeded.Reversing returns the two hundred and eighty nine to a standalone valuation record.

Detection and evidence

Any forward looking statement about rate direction

Standing rule, agreed at design

Calls where the question was asked: 1,088
Forward view offered: 0
Today’s rate stated: 1,088

98% confidence · Very high. The rule is enforced in the agent, not by review after the fact.

If nothing is done

A rate view that turns out wrong is remembered as advice the brand gave, and it becomes a complaint.

HeldOne thousand and eighty eight rate questions answered at today’s rate

Declined by standing ruleNo view was offered. The agent stated the current rate and the changeover figure at that rate.

Overriding would let the agent comment on rate direction. It is not recommended and is shown here for completeness.

Detection and evidence

Presence of a changeover figure in the exchange conversation

Standing rule, applied to all exchange calls

Exchange calls this month: 1,410
Stating the changeover figure: 1,410
At the start of the pilot: 38%

94% confidence · Very high. This is a property of the script, checked on every call rather than sampled.

If nothing is done

Thirty eight per cent of exchange conversations were ending on a number that meant nothing to the family.

₹ 6.8 CrAssessed value on exchanges that proceeded after the change

Completed by Regional retail headThe changeover figure is now part of every exchange conversation across the region.Reversing returns the script to a standalone valuation.

Detection and evidence

Assayed purity below the purity the piece was presented as

Standing rule, not a threshold

Pieces below stated purity: 188
Currently raised at the counter: 188
Average shortfall: 1.4 carat

69% confidence · Moderate. The assay is exact. Where the conversation should happen is a policy question, not a data one.

If nothing is done

A family that learns this at the counter in front of relatives is a complaint. A family that learns it on a call may not come in.

₹ 3.1 CrAssessed value across the one hundred and eighty eight

This needs an answer from Titan

Detection and evidence

Store decline rate more than 10 points above the regional median

Threshold: 10 points. Assistant set

Stores above the threshold: 8
Worst store decline rate: 78%
Regional median: 61%

79% confidence · Good. Decline rates are read from POS. Whether the script is the cause is inferred from the calls.

If nothing is done

Eight stores turning away old gold at seventy per cent and above is a pattern, not a run of difficult customers.

₹ 5.2 CrClosing half the gap to the regional median across the eight

Approve this customer-facing action?

If approved: Publishes the revised script to the eight stores and schedules a briefing with each manager.
If sent back: Returns it, and the script goes to one store as a two week trial first.

Detection and evidence

Same day decline rate on presented valuations

Rolling 30 days

Valuations presented: 2,310
Declined same day: 1,409
Stores in the pilot region: 71

88% confidence · High. The rate itself is a clean count. The cut is the decision.

If nothing is done

A single regional number gives nobody anything to act on.

₹ 28 CrAssessed value of all declined pieces

Choose the route

Detection and evidence

Rate moving more than 4 per cent since an open valuation was issued

Threshold: 4 per cent. Assistant set

Open valuations gone stale: 512
Restated at today’s rate: 512
Reopened the conversation: 147

90% confidence · High. The rate feed and the valuation timestamps are both exact. Attributing the reopen to the restatement is a reasonable read.

If nothing is done

A stale valuation is a number a family will hold us to, and it is wrong in one direction or the other.

₹ 9.4 CrAssessed value on the one hundred and forty seven reopened

Completed by Regional retail headFive hundred and twelve open valuations restated at today’s rate. One hundred and forty seven reopened.Reversing returns the five hundred and twelve to their original issued figure.

Detection and evidence

Campaign ready with a dependent operational change not yet in place

Standing rule, not a threshold

Creative variants ready: 7
Stores awaiting the briefing: 8
Days until the briefing: 9

83% confidence · Good. Both the creative state and the briefing schedule are known. The sequencing judgement is the part worth a person.

If nothing is done

Driving exchange traffic into eight stores that decline seven in ten of it makes the problem visible to more people.

₹ 5.2 CrClosing half the gap to the regional median across the eight

Draft, held until released

The numbers behind this stage

How the valuation was presented	Volume	Declined same day	Proceeded
Standalone valuation only	1,432	74%	26%
Valuation with a changeover figure	878	40%	60%
Re-presented after a decline	780	63%	37%
Presented with the family present	1,109	52%	48%

The finding this stage rests on. Presentation moves the decline rate by more than thirty points. That is a bigger lever than the rate, the store or the piece, and it costs nothing to change.

A valuation is a comparison

A standalone number is something a family can carry to another jeweller. A changeover figure only means anything inside this purchase.

No view on the rate

The agent quotes today and stops. This is the single most requested thing it will not do, and it stays that way.

Old gold reaches the buy

Inflow against making capacity is a planning input, and today it is nobody’s report.

Thresholds marked as a proposed threshold are DeployOne settings for Titan to confirm.
Aggregate only. No individual customer record and no individual advisor scoring appears anywhere in this console.

Bridal and wedding · stage 05 of 06

Order, making and delivery

From the order to the collection. This is the only stage with a hard external deadline, and the only one where being late cannot be recovered.

8,940

Open bridal orders

Pilot region, illustrative

214

Inside seven days of the date

Delivery projection against the stated wedding

1,090

Orders with no date on record

Before this stage ran

402

Ready and uncollected

Past ten days with the date inside twenty one

Listen

Order book and making slips in SAPTitan system
Karigar schedule and run capacityTitan system
Wedding dates captured at consultationDeployOne
Delivery commitments given at the counterTitan system
Store collection logTitan system
Outbound call outcomesDeployOne

Process

Making slip putting delivery inside 7 days of the wedding dateProposed threshold
Order placed with no wedding date on the record
Karigar queue above capacity on a design family for 4 weeks sustainedProposed threshold
Ready order uncollected for 10 days with the date inside 21 daysProposed threshold
Delivery date promised that the current schedule does not support

Act, and where it goes

Back to the family, as a firm collection slot
To karigar planning, as capacity and sequence
To the buy, as a pre order against a sustained overrun
To Service Cloud, as the captured date and the outcome

Work queue

8 items · one state in every view

Detection and evidence

Projected delivery inside 7 days of the stated wedding date

Threshold: 7 days. Assistant set

Orders inside the window: 214
Connected: 173
Collection slot fixed: 151

89% confidence · High. The order book and the karigar schedule are both live. The stated date is only as good as the capture.

If nothing is done

A family that has heard nothing about an order due the week of the wedding starts calling the store daily.

₹ 26 CrOrder value across the two hundred and fourteen

Completed by Regional operations headTwo hundred and fourteen families called, one hundred and seventy three connected, one hundred and fifty one collection slots fixed.Reversing releases the one hundred and fifty one slots back into the store diary.

Detection and evidence

Karigar queue above capacity on a design family for 4 weeks sustained

Threshold: 4 weeks sustained. Assistant set

Weeks above capacity: 4
Orders in the affected queue: 1,180
Days since the request: 9

92% confidence · Very high. The overrun is visible in the schedule. What planning intends to do about it is not.

If nothing is done

Four weeks of overrun becomes a broken delivery promise about eight weeks later, and by then the date has passed.

₹ 88 CrOrder value sitting in the affected queue

Waiting on: R. Subramanian, karigar planning
What is needed: Confirmed run plan on the temple work queue

Nudge the named owner

Detection and evidence

Bridal order with no wedding date on the linked record

Standing rule, not a threshold

Orders without a date: 1,090
Date captured on the call: 724
Written back to Service Cloud: 724

90% confidence · High. The date came from the family directly. Three hundred and sixty six could not be reached and remain open.

If nothing is done

Without a date, an order is just a queue position, and the whole stage stops working.

₹ 131 CrOrder value now carrying a usable deadline

Completed by Regional operations headSeven hundred and twenty four dates captured and written to the customer record. No other field was touched.Reversing removes the captured dates from Service Cloud.

Detection and evidence

Sustained karigar overrun with rising order intake on the same design family

Threshold: 4 weeks sustained plus rising intake

Weeks above capacity: 4
Intake against last year: +22%
Lead time on the family: 19 weeks

77% confidence · Moderate. The overrun and the intake are measured. The season ahead is a forecast, and forecasts move.

If nothing is done

A nineteen week lead time means a decision taken in November lands after the season it was meant for.

₹ 34 CrSeason order value at risk on the affected family

Approve this customer-facing action?

If approved: Raises the pre order with the buy and notifies planning of the committed volume.
If sent back: Returns it for a smaller commitment against the next four weeks only.

Detection and evidence

Ready order uncollected for 10 days with the stated date inside 21 days

Threshold: 10 days uncollected, 21 days to the date

Ready and uncollected: 402
Average days ready: 16
Average days to the date: 13

86% confidence · High. Readiness and collection are both recorded at the store.

If nothing is done

An uncollected order two weeks before a wedding turns into a same day panic for the family and the store.

₹ 48 CrOrder value sitting ready in store

Draft, held until released

Detection and evidence

Requested date earlier than the confirmed schedule allows

Standing rule, agreed at design

Calls requesting an earlier date: 906
Earlier date promised: 0
Offered a call if it moves: 906

95% confidence · Very high. The confirmed date is read from the schedule and the agent cannot state anything ahead of it.

If nothing is done

A promised date that the workshop was never going to meet is the single most damaging thing this stage could do.

HeldNine hundred and six families offered a call if the schedule improves

Declined by standing ruleThe confirmed date was given. Nine hundred and six families were offered a call if the schedule improves.

Overriding lets the agent quote a requested date ahead of the confirmed schedule.

Detection and evidence

Published duty or landed cost change against an uncommitted season order

Standing rule, checked on every published change

Duty change: To 15 per cent
Season order not yet committed: ₹ 34 Cr
Lead time on the affected family: 19 weeks

75% confidence · Moderate. The duty change is published and exact. What it does to landed cost across the book is a model, not a measurement.

If nothing is done

A nineteen week lead time means the window to re-run this closes before the season it was meant for.

₹ 34 CrSeason order value not yet committed

Approve this customer-facing action?

If approved: Re-runs the season commitment at the new landed cost and routes the revised numbers to planning.
If sent back: Returns it for a single design family first.

Detection and evidence

Delivery claim in creative checked against the live karigar schedule

Standing rule, applied to every generated line

Lines carrying a delivery claim: 12
Supported by the schedule: 9
Pulled: 3

96% confidence · Very high. The claim and the schedule are both read directly, so the check is exhaustive rather than sampled.

If nothing is done

A public delivery promise the workshop cannot meet becomes a broken commitment in front of a wedding.

HeldThree claims pulled, nine released

Declined by standing ruleThree delivery claims were pulled. Nine that the schedule supports went out.

Overriding publishes the three pulled claims as written.

The numbers behind this stage

Design family	Open orders	Lead time	Weeks above capacity
Temple work	1,180	19 weeks	4
Polki and uncut	1,940	11 weeks	0
Diamond bridal sets	2,610	8 weeks	1
Plain gold heavy	3,210	6 weeks	0

Why the date capture matters more than anything else here. One thousand and ninety orders had no wedding date, which means no delivery risk could be calculated on them at all. Capturing it turned a queue into a schedule.

One deadline that cannot move

Every other date in retail is soft. A wedding is not, which makes this the one stage where being late is unrecoverable.

The overrun reaches the buy

A sustained karigar overrun is a buying decision nineteen weeks ahead, not a workshop problem to absorb.

Nothing is promised on the agent’s own authority

Dates come from the schedule. Where the schedule is silent, the agent says so.

Thresholds marked as a proposed threshold are DeployOne settings for Titan to confirm.
Aggregate only. No individual customer record and no individual advisor scoring appears anywhere in this console.

Bridal and wedding · stage 06 of 06

Post wedding and returning family

The purchase is done and the relationship is not. Most of a bridal household’s lifetime value arrives after the wedding, and almost none of it is worked today.

18,400

Bridal households, last 24 months

Pilot region, illustrative

11%

Contacted since the purchase

Any contact, excluding marketing sends

118

Repairs past eighteen days

Raised and not yet returned

₹ 54 Cr

Second purchase not worked

Households with a stated family event and no contact

Listen

Purchase history in EncircleTitan system
Service and repair logTitan system
Anniversary and event dates on the household recordTitan system
NPS responses and detractor flagsTitan system
Stated family events on calls, aggregate onlyDeployOne
Return visits with no purchaseTitan system

Process

First anniversary approaching with no contact in 11 monthsProposed threshold
A second wedding in the household stated by the family, never inferred
Repair raised and not returned to the customer in 18 daysProposed threshold
Detractor score on a bridal purchase with no follow up recorded
Return visit with no purchase, twice inside 90 daysProposed threshold

Act, and where it goes

Back to the family, as service rather than as an offer
To service and repair, as an overdue piece
To store operations, as advisor continuity
To Service Cloud, as the outcome

Work queue

8 items · one state in every view

Detection and evidence

First anniversary approaching with no contact in 11 months

Threshold: 11 months. Assistant set

Households at first anniversary: 1,860
Connected: 1,102
Opened a new enquiry unprompted: 41

88% confidence · High. Purchase and contact dates are both recorded. The enquiries were volunteered by the family, not solicited.

If nothing is done

A bridal household that hears nothing for a year has no reason to come back to this brand rather than any other.

₹ 7.4 CrForty one enquiries at the average return purchase

Completed by Regional retail headEighteen hundred and sixty called with a service offer only. Forty one opened an enquiry of their own accord.Reversing closes the forty one enquiries and clears the contact flags.

Detection and evidence

Second wedding inferred from browsing, search or purchase behaviour

Standing rule, agreed at design

Households matching the pattern: 1,430
Contacted on the inference: 0
Contacted because they stated it: 96

93% confidence · Very high. The rule is applied at source. Only a stated event creates a record.

If nothing is done

Guessing at a family event and being wrong is intrusive. Being right and saying so is worse.

HeldNinety six stated events worked, fourteen hundred and thirty left alone

Declined by standing ruleNone of the fourteen hundred and thirty were contacted. The ninety six who told us were.

Overriding opens the inferred population to contact. It is not recommended.

Detection and evidence

Repair raised and not returned to the customer in 18 days

Threshold: 18 days. Assistant set

Repairs past eighteen days: 118
Longest outstanding: 61 days
Customer contacted since intake: 29

91% confidence · Very high. Intake and return are both timestamped in the service log.

If nothing is done

A bridal piece sitting unreturned for two months undoes whatever the wedding purchase built.

₹ 2.2 CrLifetime value on the affected households

Completed by Regional service leadOne hundred and eighteen repairs routed to eleven stores with the days outstanding shown against each.Reversing withdraws the list from the eleven store views.

Detection and evidence

Detractor score on a bridal purchase with no follow up recorded

Standing rule, not a threshold

Bridal detractors, 90 days: 74
Followed up to date: 0
Named a specific issue: 58

83% confidence · Good. Scores and follow up are both recorded. What went wrong is known for fifty eight of the seventy four.

If nothing is done

A detractor on a wedding purchase tells the whole family and both sides of it.

₹ 4.9 CrLifetime value across the seventy four households

Approve this customer-facing action?

If approved: Releases the callback list with the stated issue attached to each household.
If sent back: Returns it, and the fifty eight with a named issue go first while the rest are reviewed.

Detection and evidence

Return visit or enquiry from a household with a bridal purchase in the last 24 months

Threshold: rolling 24 months

Returning bridal households: 2,180
Original advisor still at the store: 1,244
Nearest store differs from the purchase store: 906

80% confidence · Good. Household, advisor and store records are all present. Which routing a family prefers is untested.

If nothing is done

A returning family currently arrives as a stranger, and everything the business learned about them stays unused.

₹ 12 CrReturn purchase value across the two thousand one hundred and eighty

Choose the route

Detection and evidence

Second wedding stated by the family, matched to the original consultation record

Standing rule, stated events only

Households stating a second wedding: 96
Original advisor still at the store: 61
Routed to the nearest store instead: 35

87% confidence · High. The statement and the original consultation are both recorded. Advisor presence is read from the roster.

If nothing is done

A family that already trusts one advisor being handed to a stranger starts the whole consultation again.

₹ 16 CrNinety six weddings at the average bridal ticket

Completed by Regional retail headNinety six households routed. Sixty one to the original advisor, thirty five to the nearest store with the history attached.Reversing returns all ninety six to standard walk in routing.

Detection and evidence

Public sentiment theme matching a theme rising in our own conversation data

Threshold: theme present in both, rising over 30 days. Assistant set

Public sources read: 3
Themes matching our own calls: 2
Top theme: Repair turnaround

68% confidence · Moderate. Public sources are read reliably. Public sentiment is self selecting and is not a measure of the estate.

If nothing is done

Repair turnaround is the loudest public theme and the least worked internal queue. They are the same problem.

₹ 2.2 CrLifetime value on the households with an overdue repair

Completed by Regional service leadTwo matched themes routed to the service desk with the internal and public evidence side by side.Reversing withdraws the pairing from the service view.

Detection and evidence

Campaign built against a stage where the winning behaviour is service rather than offer

Standing rule, not a threshold

Households at first anniversary: 1,860
Enquiries opened unprompted on the call: 41
Offer content in the draft: None

77% confidence · Good. The call result is measured on our side. That creative reproduces what a call does is an assumption.

If nothing is done

Putting an offer on an anniversary contact turns a service gesture into a marketing send, and the response falls away.

₹ 7.4 CrOn the anniversary contact result across the cohort

Draft, held until released

The numbers behind this stage

Months since the bridal purchase	Households	Contacted since	Returned to buy
0 to 6	5,120	19%	7%
7 to 12	4,880	12%	9%
13 to 18	4,310	8%	11%
19 to 24	4,090	5%	14%

The pattern in the table. Contact falls away as the months pass while the likelihood of returning to buy rises. The business is talking to these households least at the point they are most likely to come back.

Service before offer

The anniversary call offers cleaning and a check. Enquiries that came out of it were opened by the family, which is why they convert.

Stated, never inferred

A family event is worked only where somebody told us. The inference is available and is deliberately not used.

Continuity is the asset

The advisor who spent four visits with a family is the most valuable record the business holds about them.

Thresholds marked as a proposed threshold are DeployOne settings for Titan to confirm.
Aggregate only. No individual customer record and no individual advisor scoring appears anywhere in this console.

Occasion outline

Daily wear and gifting

The highest volume and the lowest ticket. The occasion is usually somebody else’s, so the dated event sits with the giver rather than the buyer.

Outline, not yet built out

What would sit here

Festival and gifting calendar against last year’s buyer, not against a segment.
Repeat purchase rhythm on light jewellery, where the gap between visits is the signal.
Gift purchases kept out of the recipient’s view. This is a standing decline in the build.
Store level stock gaps on fast moving light lines, routed to the buy.

24%

Share of mix

Modelled

₹ 64 Cr

Value in play

On the same basis as bridal

6

Stages it would carry

Same pattern as bridal

~36

Routed actions

On the build rate of the bridal line

Why one occasion is carried all the way. One occasion taken end to end, listening, processing and then acting outward, makes the argument better than six carried halfway. The remaining five follow the same pattern and the same destinations.

Thresholds marked as a proposed threshold are DeployOne settings for Titan to confirm.
Aggregate only. No individual customer record and no individual advisor scoring appears anywhere in this console.

Occasion outline

Diamond and solitaire

The longest consideration window in the estate and the one where a quoted piece most often goes cold.

Outline, not yet built out

What would sit here

Open quotations against a moved rate, re-presented rather than left to lapse.
Certification and upgrade conversations at the anniversary of purchase.
Solitaire enquiries with no matching stone in the region, routed to the buy.
Competitor quotation mentioned on a call, counted and reported, never scored against an advisor.

17%

Share of mix

Modelled

₹ 71 Cr

Value in play

On the same basis as bridal

6

Stages it would carry

Same pattern as bridal

~36

Routed actions

On the build rate of the bridal line

Why one occasion is carried all the way. One occasion taken end to end, listening, processing and then acting outward, makes the argument better than six carried halfway. The remaining five follow the same pattern and the same destinations.

Thresholds marked as a proposed threshold are DeployOne settings for Titan to confirm.
Aggregate only. No individual customer record and no individual advisor scoring appears anywhere in this console.

Occasion outline

Schemes and savings

Golden Harvest outside a bridal context, where the saver has no stated end date. Recovery is the whole product here.

Outline, not yet built out

What would sit here

Lapse watch on enrolments with no wedding date attached.
Maturity landing with no purchase inside 60 days.
Enrolment quality by store, reported to regional heads only.
Ledger stays read only. The console reports, finance writes.

11%

Share of mix

Modelled

₹ 48 Cr

Value in play

On the same basis as bridal

6

Stages it would carry

Same pattern as bridal

~36

Routed actions

On the build rate of the bridal line

Why one occasion is carried all the way. One occasion taken end to end, listening, processing and then acting outward, makes the argument better than six carried halfway. The remaining five follow the same pattern and the same destinations.

Thresholds marked as a proposed threshold are DeployOne settings for Titan to confirm.
Aggregate only. No individual customer record and no individual advisor scoring appears anywhere in this console.

Occasion outline

Exchange and service

Old gold coming in and repairs going out. Both are dated, both are quietly leaking, neither has an owner today.

Outline, not yet built out

What would sit here

Standalone valuations re-presented as a changeover figure.
Repairs past the promised return date, routed to store ops.
Purity shortfall raised in a consistent place, on the call or at the counter.
Service visits that never convert to an enquiry.

7%

Share of mix

Modelled

₹ 26 Cr

Value in play

On the same basis as bridal

6

Stages it would carry

Same pattern as bridal

~36

Routed actions

On the build rate of the bridal line

Why one occasion is carried all the way. One occasion taken end to end, listening, processing and then acting outward, makes the argument better than six carried halfway. The remaining five follow the same pattern and the same destinations.

Thresholds marked as a proposed threshold are DeployOne settings for Titan to confirm.
Aggregate only. No individual customer record and no individual advisor scoring appears anywhere in this console.

Occasion outline

Corporate and institutional gifting

The only business to business line inside the brand. It behaves like an account, not like a store.

Outline, not yet built out

What would sit here

Requests for quotation acknowledged inside the working day.
Delivery schedules confirmed against a purchase order.
Terms exceptions routed to finance rather than negotiated at the counter.
Repeat annual programmes opened before the buyer asks.

3%

Share of mix

Modelled

₹ 10 Cr

Value in play

On the same basis as bridal

6

Stages it would carry

Same pattern as bridal

~36

Routed actions

On the build rate of the bridal line

Why one occasion is carried all the way. One occasion taken end to end, listening, processing and then acting outward, makes the argument better than six carried halfway. The remaining five follow the same pattern and the same destinations.

Thresholds marked as a proposed threshold are DeployOne settings for Titan to confirm.
Aggregate only. No individual customer record and no individual advisor scoring appears anywhere in this console.

Function view · the same items, sorted by desk

Store manager

The highest volume desk in the estate. Room and slot decisions, floor level exceptions, and anything that changes what happens at a counter tomorrow.

8

Items on this desk

Across all six bridal stages

3

Reach a customer or the public

5 stay inside the business

₹ 39 Cr

Value on this desk

Sum of the value on the line

3

Capabilities in use here

Working inside these items

Capabilities doing the work here. Voice agents (3), Detection engine (5), Writeback layer (4).

Store manager · work queue

8 items · one state in every view

Detection and evidence

Missed call on a store line with no callback inside 18 hours

Threshold: 18 hours. Assistant set, to be confirmed with Titan

Missed calls after close: 41
Connected on callback: 26
Appointments held: 11

91% confidence · High. The telephony log is unambiguous and the callback outcome is recorded on our side.

If nothing is done

A bridal family that rings after close and hears nothing back usually rings somebody else the next morning.

₹ 62 LEleven appointments at the average bridal ticket

Completed by Regional retail headForty one callbacks placed, twenty six connected, eleven appointments held.Reversing removes the eleven held slots and returns them to the store diary.

Detection and evidence

Three or more attendees mentioned on the call, against room availability in the store diary

Threshold: three attendees. Assistant set

Attendees stated on the call: 9
Slot requested: Sat, 4pm to 7pm
Peak Saturday slots at this store: 6

78% confidence · Good. Attendee count came from the family on the call. Room impact is read from the store diary.

If nothing is done

A nine member family at a standard counter is a shorter visit and a smaller shortlist.

₹ 18 LAverage bridal ticket where the full family attends

Approve this customer-facing action?

If approved: Blocks the room, moves two standard bookings to the adjacent hour and notifies both.
If sent back: Returns it to the agent, which offers the family the next Saturday instead.

Detection and evidence

Same household identifier enquiring at two stores inside 14 days

Threshold: 14 days

Households open at two stores: 63
Merged to a single record: 63
Duplicate calls prevented: 58

84% confidence · Good. Household matching uses the Encircle identifier. Fifty eight of the sixty three had a second call already scheduled.

If nothing is done

Two advisors calling one family about one wedding reads as a business that does not talk to itself.

₹ 9 LAdvisor hours returned to open enquiries

Completed by Regional retail headSixty three duplicate households merged. Ownership stayed with the store that took the first enquiry.Reversing splits them again and re-opens both store records.

Detection and evidence

Shortlist recorded with no contact in the following 9 days

Threshold: 9 days. Assistant set

Shortlists quiet past nine days: 214
Connected: 138
Second sitting booked: 44

88% confidence · High. Shortlist and contact dates are both recorded. The call outcome is ours.

If nothing is done

A shortlist with no follow up is the most expensive thing in the store, because the work is already done.

₹ 7.9 CrForty four sittings at the average bridal ticket

Completed by Regional retail headTwo hundred and fourteen families called, one hundred and thirty eight connected, forty four sittings booked.Reversing releases the forty four sittings and returns the shortlists to their previous state.

Detection and evidence

Shortlist value more than 30 per cent above the budget stated on the call

Threshold: 30 per cent. Assistant set

Consultations above the threshold: 46
Average gap: 34%
Alternate set generated: 46

71% confidence · Moderate. Shortlist value is exact. A budget mentioned once on a call is a soft number.

If nothing is done

A family that finds out at the counter that the shortlist is out of reach leaves without buying anything.

₹ 4.1 CrForty six consultations held rather than lost at the counter

Completed by Store managers, six storesAn alternate set at the stated budget was generated and attached to each of the forty six consultations.Reversing removes the alternate sets from the advisor app.

Detection and evidence

Presence of a changeover figure in the exchange conversation

Standing rule, applied to all exchange calls

Exchange calls this month: 1,410
Stating the changeover figure: 1,410
At the start of the pilot: 38%

94% confidence · Very high. This is a property of the script, checked on every call rather than sampled.

If nothing is done

Thirty eight per cent of exchange conversations were ending on a number that meant nothing to the family.

₹ 6.8 CrAssessed value on exchanges that proceeded after the change

Completed by Regional retail headThe changeover figure is now part of every exchange conversation across the region.Reversing returns the script to a standalone valuation.

Detection and evidence

Assayed purity below the purity the piece was presented as

Standing rule, not a threshold

Pieces below stated purity: 188
Currently raised at the counter: 188
Average shortfall: 1.4 carat

69% confidence · Moderate. The assay is exact. Where the conversation should happen is a policy question, not a data one.

If nothing is done

A family that learns this at the counter in front of relatives is a complaint. A family that learns it on a call may not come in.

₹ 3.1 CrAssessed value across the one hundred and eighty eight

This needs an answer from Titan

Detection and evidence

Second wedding stated by the family, matched to the original consultation record

Standing rule, stated events only

Households stating a second wedding: 96
Original advisor still at the store: 61
Routed to the nearest store instead: 35

87% confidence · High. The statement and the original consultation are both recorded. Advisor presence is read from the roster.

If nothing is done

A family that already trusts one advisor being handed to a stranger starts the whole consultation again.

₹ 16 CrNinety six weddings at the average bridal ticket

Completed by Regional retail headNinety six households routed. Sixty one to the original advisor, thirty five to the nearest store with the history attached.Reversing returns all ninety six to standard walk in routing.

Why this is a lens and not a separate console. Nothing on this screen is a copy. These are the same items as the stage screens, with the same state, sorted by who holds them. Approving here approves there.

Thresholds marked as a proposed threshold are DeployOne settings for Titan to confirm.
Aggregate only. No individual customer record and no individual advisor scoring appears anywhere in this console.

Function view · the same items, sorted by desk

Regional retail

Sits above the stores. Script, routing, coverage and anything that is a pattern across more than one shop rather than a single incident.

14

Items on this desk

Across all six bridal stages

5

Reach a customer or the public

9 stay inside the business

₹ 115 Cr

Value on this desk

Sum of the value on the line

5

Capabilities in use here

Working inside these items

Capabilities doing the work here. Voice agents (8), Detection engine (9), WhatsApp agents (1), Market Sense (2), Conversation intelligence (3).

Regional retail · work queue

14 items · one state in every view

Detection and evidence

Date present in a linked record but not stated by the person on the call

Standing rule, not a threshold

Calls where a date was known but unstated: 188
Date volunteered when asked: 131
Calls where the agent stated it: 0

96% confidence · Very high. The rule is deterministic. The count is a straight read of which field the date came from.

If nothing is done

Repeating something back that a family never told this part of the business is the fastest way to lose it.

HeldOne hundred and thirty one dates given freely instead

Declined by standing ruleThe date was not stated. The agent asked, and one hundred and thirty one families gave it.

Overriding lets the agent open with the date it already holds.

Detection and evidence

Stated wedding date inside 60 days with no appointment held

Threshold: 60 days. Assistant set

Families with a date inside 60 days: 11
Preferred store has a slot this week: 3
Any store has a slot this week: 11

73% confidence · Moderate. Store diaries are read live. What a family will accept is not known until it is offered.

If nothing is done

Inside sixty days a family that cannot be seen this week is usually buying somewhere else.

₹ 1.9 CrEleven bridal enquiries at the average ticket

Choose the route

Detection and evidence

One store visit recorded, no contact and no second visit in 21 days

Threshold: 21 days. Assistant set

Families quiet after one visit: 87
Average days since the visit: 29
Still inside their stated date: 71

80% confidence · Good. Visit and contact records are complete. Whether the family is still looking is inferred.

If nothing is done

Twenty one days of silence after a first bridal visit is where the enquiry usually ends.

₹ 14 CrEighty seven enquiries at the average bridal ticket

Draft, held until released

Detection and evidence

New competitor store confirmed within the catchment radius of an existing Tanishq store

Threshold: 4 km urban catchment. Assistant set

Confirmed openings: 3
Tanishq stores affected: 6
Earliest opening: 41 days

79% confidence · Good. Openings are confirmed from public sources. Catchment overlap is a distance calculation, not a measure of who actually shops where.

If nothing is done

Finding out about a competitor opening from the footfall numbers is finding out two months late.

₹ 21 CrAnnual bridal revenue across the six affected stores

Completed by Regional retail headSix store managers notified with the opening date, the format and the catchment overlap.Reversing withdraws the notification from the six store views.

Detection and evidence

Caller identity differs from the person who built the shortlist on the same household record

Standing rule, not a threshold

Calls from a linked household member: 431
Shortlist disclosed: 0
Appointment discussed instead: 431

97% confidence · Very high. Household linkage and shortlist authorship are both recorded fields.

If nothing is done

One disclosed selection inside a family is a complaint that reaches the brand, not the store.

HeldFour hundred and thirty one calls handled without disclosure

Declined by standing ruleNothing about the selection was said. The agent handled the appointment only.

Overriding lets the agent read the shortlist to any linked household member.

Detection and evidence

Store cohort dropping more than 25 per cent by month four

Threshold: 25 per cent by month four. Assistant set

Stores above the threshold: 11
Worst cohort drop off: 41%
Estate median: 17%

87% confidence · High. Cohort behaviour is read straight from the ledger over a full four month window.

If nothing is done

An enrolment that lapses by month four cost the store the sale it was standing in for.

₹ 4.7 CrAnnualised, closing half the gap to the estate median

Completed by Regional retail heads, three regionsEleven store cohorts routed to three regional heads with the cohort curve attached. No advisor is named anywhere in it.Reversing withdraws the finding from the three regional views.

Detection and evidence

Valuation presented standalone and declined, with a live shortlist on the same household

Threshold: declined same day, shortlist open

Declined valuations re-presented: 780
Reopened the conversation: 289
Proceeded to exchange: 96

81% confidence · Good. Valuation, decline and shortlist are all recorded. Attributing the reopen to the framing is a reasonable read, not a measurement.

If nothing is done

A number on its own invites comparison with a jeweller down the road. A changeover figure is only available here.

₹ 11 CrAssessed value on the two hundred and eighty nine reopened

Completed by Regional retail headSeven hundred and eighty re-presented as a changeover figure. Two hundred and eighty nine reopened, ninety six proceeded.Reversing returns the two hundred and eighty nine to a standalone valuation record.

Detection and evidence

Any forward looking statement about rate direction

Standing rule, agreed at design

Calls where the question was asked: 1,088
Forward view offered: 0
Today’s rate stated: 1,088

98% confidence · Very high. The rule is enforced in the agent, not by review after the fact.

If nothing is done

A rate view that turns out wrong is remembered as advice the brand gave, and it becomes a complaint.

HeldOne thousand and eighty eight rate questions answered at today’s rate

Declined by standing ruleNo view was offered. The agent stated the current rate and the changeover figure at that rate.

Overriding would let the agent comment on rate direction. It is not recommended and is shown here for completeness.

Detection and evidence

Store decline rate more than 10 points above the regional median

Threshold: 10 points. Assistant set

Stores above the threshold: 8
Worst store decline rate: 78%
Regional median: 61%

79% confidence · Good. Decline rates are read from POS. Whether the script is the cause is inferred from the calls.

If nothing is done

Eight stores turning away old gold at seventy per cent and above is a pattern, not a run of difficult customers.

₹ 5.2 CrClosing half the gap to the regional median across the eight

Approve this customer-facing action?

If approved: Publishes the revised script to the eight stores and schedules a briefing with each manager.
If sent back: Returns it, and the script goes to one store as a two week trial first.

Detection and evidence

Same day decline rate on presented valuations

Rolling 30 days

Valuations presented: 2,310
Declined same day: 1,409
Stores in the pilot region: 71

88% confidence · High. The rate itself is a clean count. The cut is the decision.

If nothing is done

A single regional number gives nobody anything to act on.

₹ 28 CrAssessed value of all declined pieces

Choose the route

Detection and evidence

Rate moving more than 4 per cent since an open valuation was issued

Threshold: 4 per cent. Assistant set

Open valuations gone stale: 512
Restated at today’s rate: 512
Reopened the conversation: 147

90% confidence · High. The rate feed and the valuation timestamps are both exact. Attributing the reopen to the restatement is a reasonable read.

If nothing is done

A stale valuation is a number a family will hold us to, and it is wrong in one direction or the other.

₹ 9.4 CrAssessed value on the one hundred and forty seven reopened

Completed by Regional retail headFive hundred and twelve open valuations restated at today’s rate. One hundred and forty seven reopened.Reversing returns the five hundred and twelve to their original issued figure.

Detection and evidence

First anniversary approaching with no contact in 11 months

Threshold: 11 months. Assistant set

Households at first anniversary: 1,860
Connected: 1,102
Opened a new enquiry unprompted: 41

88% confidence · High. Purchase and contact dates are both recorded. The enquiries were volunteered by the family, not solicited.

If nothing is done

A bridal household that hears nothing for a year has no reason to come back to this brand rather than any other.

₹ 7.4 CrForty one enquiries at the average return purchase

Completed by Regional retail headEighteen hundred and sixty called with a service offer only. Forty one opened an enquiry of their own accord.Reversing closes the forty one enquiries and clears the contact flags.

Detection and evidence

Second wedding inferred from browsing, search or purchase behaviour

Standing rule, agreed at design

Households matching the pattern: 1,430
Contacted on the inference: 0
Contacted because they stated it: 96

93% confidence · Very high. The rule is applied at source. Only a stated event creates a record.

If nothing is done

Guessing at a family event and being wrong is intrusive. Being right and saying so is worse.

HeldNinety six stated events worked, fourteen hundred and thirty left alone

Declined by standing ruleNone of the fourteen hundred and thirty were contacted. The ninety six who told us were.

Overriding opens the inferred population to contact. It is not recommended.

Detection and evidence

Return visit or enquiry from a household with a bridal purchase in the last 24 months

Threshold: rolling 24 months

Returning bridal households: 2,180
Original advisor still at the store: 1,244
Nearest store differs from the purchase store: 906

80% confidence · Good. Household, advisor and store records are all present. Which routing a family prefers is untested.

If nothing is done

A returning family currently arrives as a stranger, and everything the business learned about them stays unused.

₹ 12 CrReturn purchase value across the two thousand one hundred and eighty

Choose the route

Why this is a lens and not a separate console. Nothing on this screen is a copy. These are the same items as the stage screens, with the same state, sorted by who holds them. Approving here approves there.

Thresholds marked as a proposed threshold are DeployOne settings for Titan to confirm.
Aggregate only. No individual customer record and no individual advisor scoring appears anywhere in this console.

Function view · the same items, sorted by desk

Operations and planning

The order book from making slip to collection, and the karigar capacity behind it. The only desk working against a deadline that cannot move.

5

Items on this desk

Across all six bridal stages

2

Reach a customer or the public

3 stay inside the business

₹ 293 Cr

Value on this desk

Sum of the value on the line

4

Capabilities in use here

Working inside these items

Capabilities doing the work here. Voice agents (3), Detection engine (2), Writeback layer (1), WhatsApp agents (1).

Operations and planning · work queue

5 items · one state in every view

Detection and evidence

Projected delivery inside 7 days of the stated wedding date

Threshold: 7 days. Assistant set

Orders inside the window: 214
Connected: 173
Collection slot fixed: 151

89% confidence · High. The order book and the karigar schedule are both live. The stated date is only as good as the capture.

If nothing is done

A family that has heard nothing about an order due the week of the wedding starts calling the store daily.

₹ 26 CrOrder value across the two hundred and fourteen

Completed by Regional operations headTwo hundred and fourteen families called, one hundred and seventy three connected, one hundred and fifty one collection slots fixed.Reversing releases the one hundred and fifty one slots back into the store diary.

Detection and evidence

Karigar queue above capacity on a design family for 4 weeks sustained

Threshold: 4 weeks sustained. Assistant set

Weeks above capacity: 4
Orders in the affected queue: 1,180
Days since the request: 9

92% confidence · Very high. The overrun is visible in the schedule. What planning intends to do about it is not.

If nothing is done

Four weeks of overrun becomes a broken delivery promise about eight weeks later, and by then the date has passed.

₹ 88 CrOrder value sitting in the affected queue

Waiting on: R. Subramanian, karigar planning
What is needed: Confirmed run plan on the temple work queue

Nudge the named owner

Detection and evidence

Bridal order with no wedding date on the linked record

Standing rule, not a threshold

Orders without a date: 1,090
Date captured on the call: 724
Written back to Service Cloud: 724

90% confidence · High. The date came from the family directly. Three hundred and sixty six could not be reached and remain open.

If nothing is done

Without a date, an order is just a queue position, and the whole stage stops working.

₹ 131 CrOrder value now carrying a usable deadline

Completed by Regional operations headSeven hundred and twenty four dates captured and written to the customer record. No other field was touched.Reversing removes the captured dates from Service Cloud.

Detection and evidence

Ready order uncollected for 10 days with the stated date inside 21 days

Threshold: 10 days uncollected, 21 days to the date

Ready and uncollected: 402
Average days ready: 16
Average days to the date: 13

86% confidence · High. Readiness and collection are both recorded at the store.

If nothing is done

An uncollected order two weeks before a wedding turns into a same day panic for the family and the store.

₹ 48 CrOrder value sitting ready in store

Draft, held until released

Detection and evidence

Requested date earlier than the confirmed schedule allows

Standing rule, agreed at design

Calls requesting an earlier date: 906
Earlier date promised: 0
Offered a call if it moves: 906

95% confidence · Very high. The confirmed date is read from the schedule and the agent cannot state anything ahead of it.

If nothing is done

A promised date that the workshop was never going to meet is the single most damaging thing this stage could do.

HeldNine hundred and six families offered a call if the schedule improves

Declined by standing ruleThe confirmed date was given. Nine hundred and six families were offered a call if the schedule improves.

Overriding lets the agent quote a requested date ahead of the confirmed schedule.

Why this is a lens and not a separate console. Nothing on this screen is a copy. These are the same items as the stage screens, with the same state, sorted by who holds them. Approving here approves there.

Thresholds marked as a proposed threshold are DeployOne settings for Titan to confirm.
Aggregate only. No individual customer record and no individual advisor scoring appears anywhere in this console.

Function view · the same items, sorted by desk

Marketing

Creative raised against a specific finding, competitor response, and everything the business is about to say in public.

7

Items on this desk

Across all six bridal stages

4

Reach a customer or the public

3 stay inside the business

₹ 39 Cr

Value on this desk

Sum of the value on the line

3

Capabilities in use here

Working inside these items

Capabilities doing the work here. Creative Studio (6), Market Sense (2), Detection engine (2).

Marketing · work queue

7 items · one state in every view

Detection and evidence

Confirmed competitor opening inside a catchment with no live local campaign

Standing rule, not a threshold

Catchments with no live campaign: 3
Creative variants generated: 9
Days before the first opening: 41

72% confidence · Moderate. The gap in coverage is a clean read. Whether local creative moves anything in a bridal catchment is untested here.

If nothing is done

A competitor opening into a catchment with no local presence sets the comparison on their terms.

₹ 4.2 CrBridal revenue in the three catchments over the opening quarter

Approve this customer-facing action?

If approved: Releases nine variants to the three catchments and books the local placements.
If sent back: Returns it to Studio for a single catchment trial first.

Detection and evidence

Published competitor making charge or scheme ladder changing by more than 3 points

Threshold: 3 points. Assistant set

Competitors that moved: 2
Largest move: 7 points
Catchments with both present: 19

81% confidence · Good. Ladders are published and read directly. What a family compares on is inferred from calls.

If nothing is done

A ladder that moved three weeks ago is already showing up in consultations as a question nobody briefed the floor on.

₹ 17 CrBridal revenue in the nineteen shared catchments

Choose the route

Detection and evidence

Creative claim checked against live regional stock before release

Standing rule, applied to every generated line

Creative lines generated: 44
Checked against stock: 44
Pulled before release: 6

94% confidence · Very high. The claim and the stock position are both machine readable, so the check runs on every line rather than on a sample.

If nothing is done

Advertising something the region cannot show is a wasted visit and a complaint, and the store carries both.

HeldSix claims pulled, thirty eight released

Declined by standing ruleSix lines were pulled. Thirty eight went forward unchanged.

Overriding publishes the pulled lines as written.

Detection and evidence

Store cohort above the drop off threshold with no scheme explainer in the catchment

Threshold: 25 per cent by month four. Assistant set

Stores in scope: 11
Creative variants generated: 6
Estate median drop off: 17%

70% confidence · Moderate. The store list is a clean read. Whether explanation rather than promotion fixes drop off is a hypothesis.

If nothing is done

Enrolling harder into eleven stores with a drop off problem makes the drop off bigger.

₹ 4.7 CrAnnualised, closing half the gap to the estate median

Approve this customer-facing action?

If approved: Releases the six variants to the eleven catchments and briefs each store manager.
If sent back: Returns it, and three stores run it as a six week trial.

Detection and evidence

Campaign ready with a dependent operational change not yet in place

Standing rule, not a threshold

Creative variants ready: 7
Stores awaiting the briefing: 8
Days until the briefing: 9

83% confidence · Good. Both the creative state and the briefing schedule are known. The sequencing judgement is the part worth a person.

If nothing is done

Driving exchange traffic into eight stores that decline seven in ten of it makes the problem visible to more people.

₹ 5.2 CrClosing half the gap to the regional median across the eight

Draft, held until released

Detection and evidence

Delivery claim in creative checked against the live karigar schedule

Standing rule, applied to every generated line

Lines carrying a delivery claim: 12
Supported by the schedule: 9
Pulled: 3

96% confidence · Very high. The claim and the schedule are both read directly, so the check is exhaustive rather than sampled.

If nothing is done

A public delivery promise the workshop cannot meet becomes a broken commitment in front of a wedding.

HeldThree claims pulled, nine released

Declined by standing ruleThree delivery claims were pulled. Nine that the schedule supports went out.

Overriding publishes the three pulled claims as written.

Detection and evidence

Campaign built against a stage where the winning behaviour is service rather than offer

Standing rule, not a threshold

Households at first anniversary: 1,860
Enquiries opened unprompted on the call: 41
Offer content in the draft: None

77% confidence · Good. The call result is measured on our side. That creative reproduces what a call does is an assumption.

If nothing is done

Putting an offer on an anniversary contact turns a service gesture into a marketing send, and the response falls away.

₹ 7.4 CrOn the anniversary contact result across the cohort

Draft, held until released

Why this is a lens and not a separate console. Nothing on this screen is a copy. These are the same items as the stage screens, with the same state, sorted by who holds them. Approving here approves there.

Thresholds marked as a proposed threshold are DeployOne settings for Titan to confirm.
Aggregate only. No individual customer record and no individual advisor scoring appears anywhere in this console.

Function view · the same items, sorted by desk

Category and the buy

What the business commits to hold. Fed by what families asked for rather than only by what was available to sell.

5

Items on this desk

Across all six bridal stages

0

Reach a customer or the public

5 stay inside the business

₹ 96 Cr

Value on this desk

Sum of the value on the line

4

Capabilities in use here

Working inside these items

Capabilities doing the work here. Detection engine (4), Writeback layer (1), Conversation intelligence (1), Market Sense (1).

Category and the buy · work queue

5 items · one state in every view

Detection and evidence

Design shortlisted at three or more stores with zero regional stock

Threshold: three stores. Assistant set

Designs shortlisted and unstocked: 4
Shortlists affected: 61
Nearest holding region: Chennai

82% confidence · Good. Stock position is read live from SAP. Whether a transfer arrives in time is a planning call.

If nothing is done

A family that shortlists something the business cannot show them again usually stops shortlisting.

₹ 2.4 CrSixty one shortlists carrying at least one of the four

Approve this customer-facing action?

If approved: Raises the transfer in SAP, notifies the four receiving stores and marks the shortlists as reachable.
If sent back: Returns it to merchandising with the shortlist count attached.

Detection and evidence

Design shortlisted with no confirmed lead time in the planning record

Standing rule, not a threshold

Designs without a lead time: 3
Shortlists affected: 88
Days since the request: 12

90% confidence · High. The missing field is visible. The reason it is missing is not.

If nothing is done

An advisor guessing a lead time in front of a family is how a delivery promise gets broken twelve weeks later.

₹ 3.5 CrEighty eight shortlists carrying one of the three

Waiting on: R. Subramanian, karigar planning
What is needed: Confirmed lead time on three temple work designs

Nudge the named owner

Detection and evidence

Design shortlisted or asked for with no regional stock, counted over 30 days

Threshold: rolling 30 days

Requested and unstocked designs: 900
Requested three times or more: 118
Concentrated in one region: 40

86% confidence · High. Both sides of the comparison are read from Titan systems. The judgement is what is worth acting on.

If nothing is done

The buy currently learns what families asked for from sales, which only shows what was available to sell.

₹ 22 CrAnnualised, on the designs requested three times or more

Choose the route

Detection and evidence

Sustained karigar overrun with rising order intake on the same design family

Threshold: 4 weeks sustained plus rising intake

Weeks above capacity: 4
Intake against last year: +22%
Lead time on the family: 19 weeks

77% confidence · Moderate. The overrun and the intake are measured. The season ahead is a forecast, and forecasts move.

If nothing is done

A nineteen week lead time means a decision taken in November lands after the season it was meant for.

₹ 34 CrSeason order value at risk on the affected family

Approve this customer-facing action?

If approved: Raises the pre order with the buy and notifies planning of the committed volume.
If sent back: Returns it for a smaller commitment against the next four weeks only.

Detection and evidence

Published duty or landed cost change against an uncommitted season order

Standing rule, checked on every published change

Duty change: To 15 per cent
Season order not yet committed: ₹ 34 Cr
Lead time on the affected family: 19 weeks

75% confidence · Moderate. The duty change is published and exact. What it does to landed cost across the book is a model, not a measurement.

If nothing is done

A nineteen week lead time means the window to re-run this closes before the season it was meant for.

₹ 34 CrSeason order value not yet committed

Approve this customer-facing action?

If approved: Re-runs the season commitment at the new landed cost and routes the revised numbers to planning.
If sent back: Returns it for a single design family first.

Why this is a lens and not a separate console. Nothing on this screen is a copy. These are the same items as the stage screens, with the same state, sorted by who holds them. Approving here approves there.

Thresholds marked as a proposed threshold are DeployOne settings for Titan to confirm.
Aggregate only. No individual customer record and no individual advisor scoring appears anywhere in this console.

Function view · the same items, sorted by desk

Finance

Golden Harvest exposure, recovery, maturity timing and enrolment quality. Reads the ledger and owns every write to it.

6

Items on this desk

Across all six bridal stages

4

Reach a customer or the public

2 stay inside the business

₹ 80 Cr

Value on this desk

Sum of the value on the line

5

Capabilities in use here

Working inside these items

Capabilities doing the work here. Voice agents (2), Writeback layer (1), Detection engine (2), WhatsApp agents (1), Market Sense (1).

Finance · work queue

6 items · one state in every view

Detection and evidence

Two consecutive instalments missed on a bridal linked enrolment

Threshold: two instalments. Adjustable, see the armed item below

Called: 1,240
Connected: 611
Paid inside 72 hours: 402

93% confidence · Very high. Both the missed instalments and the payments after the call are read from the ledger.

If nothing is done

A Golden Harvest enrolment that lapses takes the wedding purchase with it, not just the instalment.

₹ 6.4 CrPaid in value held on four hundred and two enrolments

Completed by Regional finance leadTwelve hundred and forty called, six hundred and eleven connected, four hundred and two paid inside seventy two hours.Reversing does not recall the payments. It removes the recovery flag and returns the enrolments to the standard reminder cycle.

Detection and evidence

Any write operation against the scheme ledger

Standing rule, agreed at design

Ledger reads this month: 46,200
Ledger writes: 0
Outcomes written to CRM instead: 1,240

99% confidence · Certain. The integration is read only at the connection.

If nothing is done

A voice agent with write access to a savings ledger is an audit finding waiting to happen.

HeldTwelve hundred and forty outcomes written to Service Cloud instead

Declined by standing ruleNothing was written. Call outcomes went to Service Cloud and the ledger was left alone.

Overriding would require a new integration and a finance sign off. It is not available in this build.

Detection and evidence

Recovery call triggers automatically at the set number of missed instalments

Currently set at two. Assistant set, to be tuned with Titan

At one missed instalment: 3,910 families
At two: 1,240 families
At three: 488 families

76% confidence · Moderate. The counts are exact. The right threshold is a judgement about tone, and Titan should set it.

If nothing is done

Set too late and the enrolment is already gone. Set too early and a saver who was travelling gets a call about money.

₹ 15 CrPaid in value across the three threshold options

Fire the recovery call at 2 missed instalments

Detection and evidence

Maturity date falling more than 45 days after the stated wedding date

Threshold: 45 days. Assistant set

Enrolments maturing after the date: 96
Average gap: 71 days
Average paid in: ₹ 1.9 L

85% confidence · High where a date was stated. Nine of the ninety six carry a date given by a family member rather than the saver.

If nothing is done

A family that discovers this at the counter three weeks before the wedding has to fund the purchase twice.

₹ 1.8 CrPaid in value across the ninety six

Approve this customer-facing action?

If approved: Sends the note, opens a timing conversation and flags each enrolment for the store.
If sent back: Returns it, and the nine uncertain dates are confirmed on a call first.

Detection and evidence

Projected maturity value more than 20 per cent below the linked shortlist

Threshold: 20 per cent. Assistant set

Enrolments below their shortlist: 340
Average shortfall: 27%
Months remaining, average: 5

74% confidence · Moderate. Maturity value is calculable. The shortlist is a snapshot and families change it.

If nothing is done

Arriving at maturity short of the shortlist forces a smaller purchase, and the family remembers the shortfall rather than the saving.

₹ 9.2 CrShortfall value across the three hundred and forty

Draft, held until released

Detection and evidence

Published competitor scheme terms changing on tenure, bonus instalment or exit rules

Standing rule, checked monthly

Competitors that changed terms: 2
Both improved the bonus instalment: Yes
Our month four drop off, same period: +4 pts

76% confidence · Moderate. The terms are published and exact. Linking them to our drop off is a correlation, and it is stated as one.

If nothing is done

A scheme comparison the business has not seen is one the family on the phone already has.

₹ 48 CrValue in play across the schemes occasion

Completed by Head of consumer financeThe comparison was routed to consumer finance with the cohort curve attached.Reversing withdraws it from the finance view.

Why this is a lens and not a separate console. Nothing on this screen is a copy. These are the same items as the stage screens, with the same state, sorted by who holds them. Approving here approves there.

Thresholds marked as a proposed threshold are DeployOne settings for Titan to confirm.
Aggregate only. No individual customer record and no individual advisor scoring appears anywhere in this console.

Function view · the same items, sorted by desk

Service and customer experience

Repairs, detractors and the relationship after the purchase. The longest tail and the least worked.

3

Items on this desk

Across all six bridal stages

1

Reach a customer or the public

2 stay inside the business

₹ 9 Cr

Value on this desk

Sum of the value on the line

5

Capabilities in use here

Working inside these items

Capabilities doing the work here. Detection engine (1), Writeback layer (1), Voice agents (1), Market Sense (1), Conversation intelligence (1).

Service and customer experience · work queue

3 items · one state in every view

Detection and evidence

Repair raised and not returned to the customer in 18 days

Threshold: 18 days. Assistant set

Repairs past eighteen days: 118
Longest outstanding: 61 days
Customer contacted since intake: 29

91% confidence · Very high. Intake and return are both timestamped in the service log.

If nothing is done

A bridal piece sitting unreturned for two months undoes whatever the wedding purchase built.

₹ 2.2 CrLifetime value on the affected households

Completed by Regional service leadOne hundred and eighteen repairs routed to eleven stores with the days outstanding shown against each.Reversing withdraws the list from the eleven store views.

Detection and evidence

Detractor score on a bridal purchase with no follow up recorded

Standing rule, not a threshold

Bridal detractors, 90 days: 74
Followed up to date: 0
Named a specific issue: 58

83% confidence · Good. Scores and follow up are both recorded. What went wrong is known for fifty eight of the seventy four.

If nothing is done

A detractor on a wedding purchase tells the whole family and both sides of it.

₹ 4.9 CrLifetime value across the seventy four households

Approve this customer-facing action?

If approved: Releases the callback list with the stated issue attached to each household.
If sent back: Returns it, and the fifty eight with a named issue go first while the rest are reviewed.

Detection and evidence

Public sentiment theme matching a theme rising in our own conversation data

Threshold: theme present in both, rising over 30 days. Assistant set

Public sources read: 3
Themes matching our own calls: 2
Top theme: Repair turnaround

68% confidence · Moderate. Public sources are read reliably. Public sentiment is self selecting and is not a measure of the estate.

If nothing is done

Repair turnaround is the loudest public theme and the least worked internal queue. They are the same problem.

₹ 2.2 CrLifetime value on the households with an overdue repair

Completed by Regional service leadTwo matched themes routed to the service desk with the internal and public evidence side by side.Reversing withdraws the pairing from the service view.

Why this is a lens and not a separate console. Nothing on this screen is a copy. These are the same items as the stage screens, with the same state, sorted by who holds them. Approving here approves there.

Thresholds marked as a proposed threshold are DeployOne settings for Titan to confirm.
Aggregate only. No individual customer record and no individual advisor scoring appears anywhere in this console.

Six teams, one view per head

The platform is organised the way Tanishq is run, so every head opens the console that belongs to them.

Team 01

Retail and stores

Head of retail

Team 02

Schemes and savings

Head of schemes

Team 03

Customer and loyalty

Head of customer and loyalty

Team 04

Marketing and campaigns

Chief marketing officer

Team 05

Service and exchange

Head of after sales

Team 06

Method

Chief financial officer

Platform map

Every module on the platform, the engine behind each one, and what it does on this brand.

#	Module	Engine	What it does
01	Inbound call desk	Voice	Every inbound call answered in the caller's language, coded by reason, with the outcome written back.
02	Outbound enquiry desk	Voice	Enquiries called back within the hour, with a dated next step on every record.
03	Aiera Live	Voice	The live call desk: pick an agent, place the call, watch the conversation and the quality record.
04	Appointment book	Platform	Advisor and store calendars, held slots and reminder calls before every appointment.
05	Lead scoring	Scanning	Intent read from enquiry source, category and response, so the desk calls the right record first.
06	Dormancy engine	Scanning	Continuous read of the Tanishq customer book for records that have gone quiet.
07	Reactivation ladder	Voice	A five step contact ladder with a stop rule, so no customer is called twice for the same reason.
08	Loyalty desk	Platform	Tier movement, benefit reminders and the calls that keep a member from slipping a tier.
09	Campaign runner	Generation	Scripts and messages per campaign, published to the desk with the calendar attached.
10	Messaging desk	Messaging	WhatsApp and chat where a message clears the volume more cheaply than a call.
11	Service desk	Voice	Job intake, status calls and completion confirmation across 4 job types.
12	Warranty and claims	Platform	Claim intake, evidence capture and escalation with an audit trail on every claim.
13	Store network view	Platform	Store level demand, staffing pressure and conversion, region by region.
14	Store audit	Scanning	Display, stock and process compliance scored per store, with dated actions.
15	Stock and availability	Scanning	Enquiries matched to what a store actually holds, so the desk stops promising blind.
16	Quality record	Platform	Every conversation scored on the same rubric, at issue level, never at individual level.
17	Value model	Platform	Live calculator from the network figures, with every assumption on the screen.
18	Data readiness	Platform	What is connected, what is modelled and what is needed to go live.
19	Governance	Platform	Consent, retention windows, language policy and what the system will not do.
20	Marketing studio	Generation	Five campaign images and five reels generated for Tanishq, with the beat sheet and channel on each.
21	AI product portfolio	Method	Five AI products scored on impact against effort, with the integrations each one needs.
22	Caller coaching	Platform	Six behaviours scored on every call, with next week's drill written from the lowest one.
23	Call analysis	Scanning	Every conversation transcribed, coded and scored, with the objection and the next step on the record.
24	Market sense	Scanning	Saved market intelligence on Tanishq in six buckets, with the source evidence linked beneath each analysis.
25	Commercial terms	Method	Flat retainer, usage as pass through and the month six review.

Aiera Live · Tanishq call desk

Two live voice agents run on this brand: a sales and enquiry agent, and a customer support agent. Both speak English with natural Hinglish switching, close within a 300 second ceiling and end with a WhatsApp or callback offer.

Agent 01

Sales and enquiry — Aditi

Calls back new enquiries, explains the range in two or three lines, and books a store or advisor appointment. Never quotes exact prices or discounts.

ea62dcb1-a423-4d5b-a5f7-a80c13770088

Agent 02

Customer support — Neha

Takes the issue, repeats it back to confirm, states the next step and who will do it, and escalates to a senior advisor when the store or service centre is needed.

606d1278-9ae2-49d2-b775-2246fa7007f0

Place a real call now

Agent

Name the agent should use

Mobile number

+91

The call is placed from the Tanishq agent on this console. Only Indian mobile numbers are accepted.

How a call is recorded

Field	Written by	Example
Reason code	Agent, from the conversation	Bridal and wedding sets enquiry
Outcome	Agent, at close	Appointment booked
Next step and date	Agent, at close	Store advisor call in 2 days
Language used	Transcriber	English with Hindi switching
Quality score	Quality record, issue level	Rubric score on 5 dimensions

Enquiry and lead desk

Every enquiry gets a call attempt inside the hour, a reason code, and a dated next step. Nothing sits in a spreadsheet.

2,10,000

Enquiries a year, all sources

62%

Contact rate on the ladder

9%

Contacted to purchase

₹78,000

Average ticket on this brand

Live enquiry queue

Enquiry	Source	Category	Store	Age	Next step
A. Menon	Website	Bridal and wedding sets	South	40 min	Appointment
R. Iyer	Store walk-in	Diamond jewellery	West	2 h	Call now
S. Bhatia	WhatsApp	Daily wear gold	North	6 h	Appointment
N. Das	Marketplace	Coins and bullion	East and North East	1 day	Call now
K. Rao	Referral	Gifting and solitaires	Overseas	6 days	Appointment

Customer names are masked on this console. Source, category and ageing follow the live enquiry mix.

Funnel on current inputs

Stage	Volume a year	Rate
Enquiries received	2,10,000	100%
Reached on the ladder	1,30,200	62%
Converted to purchase	11,718	9% of reached
Revenue at average ticket	₹7.6 Cr a month	₹91 Cr a year

The appointment desk

An answered call is worth nothing until a slot is held. The desk holds the slot on the call, confirms it the day before, and writes the outcome back.

4,883

Appointments a month at current contact rates

76%

Honoured after a reminder call

22 min

Average time from call to held slot

Appointment types held on this brand

Type	Length	Who it is with	Reminder
Bridal consultation	90 minutes	Stylist plus store manager	Call the day before, message two hours before
Diamond viewing	45 minutes	Senior advisor	Call the day before, message two hours before
Exchange and valuation	30 minutes	Valuer	Call the day before, message two hours before
Scheme redemption	30 minutes	Scheme desk	Call the day before, message two hours before

Rules the desk follows

A slot is only offered when the calendar shows it open; the agent never promises a time it cannot hold.
Every appointment carries a named person at the store, not just a store name.
A no show is called once, the same day, and re-offered a different window.

Service and warranty desk

Job intake, status calls and completion confirmation, so the customer never has to chase the store.

Job type	Standard turnaround	Volume	Desk action
Polish and rhodium service	4 days	18,400 / month	Status call at intake, midpoint and completion
Resizing and repair	6 days	12,900 / month	Status call at intake, midpoint and completion
Old gold exchange valuation	Same day	31,200 / month	Status call at intake, midpoint and completion
Certification reissue	9 days	3,600 / month	Status call at intake, midpoint and completion

66,000

Service conversations a month

75%

Handled without a store call back

1.6 days

Average time saved per job

Escalation rules

Any job past its standard turnaround is escalated to the store manager the same day.
A second complaint on the same job goes straight to a senior advisor, never back to the agent.
Warranty decisions are never communicated by the agent until the service centre has confirmed them.

Messaging desk

Not every conversation deserves a call. Where a message clears the volume more cheaply and more politely, the desk sends a message.

Reason	Channel	Why not a call
Appointment confirmation and reminder	WhatsApp	Nothing to discuss, only to confirm
Order, job or repair status update	WhatsApp	A date is easier read than heard
Lookbook and priced set	WhatsApp	The customer needs to see it
Store address, timing and directions	SMS or WhatsApp	Detail the caller will forget
Consent and opt out capture	WhatsApp	Written record required

14,000

Messages a month at current volumes

23%

Call volume moved to messaging

₹10.1 L

Contact cost avoided a year

Messaging cost avoidance is modelled at the difference between a messaging contact and a voice contact on Indian rates.

Retention and dormancy

19,00,000 identities have gone quiet on this brand. The engine reads the customer book continuously and produces a dated call list per segment.

Segment	Size	Action on the ladder
Bridal enquiry, no purchase in 90 days	412,000	Stylist appointment call
Golden Harvest lapsed after 4 instalments	168,000	Instalment recovery ladder
One purchase only, 18 months quiet	640,000	Anniversary and festival call
Exchange enquiry not closed	94,000	Purity check appointment
Encircle member, no visit in a year	586,000	Tier benefit reminder

Segment builder

Dormant identities in scope

Reactivation rate assumed

Average ticket

64,600

Customers back in a year

₹504 Cr

Value recovered at that rate

Segment sizes are modelled from the 528 strong network and the published customer base. Every rate here is an editable input.

Golden Harvest and Encircle book

Golden Harvest instalments and Encircle membership are the two largest customer books on the brand. The desk protects both, call by call.

Cohort in the book	Size	What the desk does
Golden Harvest active accounts	Modelled across 528 stores	Instalment reminder 3 days before due
Missed one instalment	6% of the active book	Recovery call, two attempts, then stop
Maturity in the next 45 days	8% of the active book	Redemption appointment call
Lapsed after four instalments	168,000	Restart ladder with the balance stated
Encircle members, no visit in a year	586,000	Tier benefit reminder call

How the desk behaves on it

The agent never quotes a discount or a making charge waiver; it states the balance and books the visit.
A member who asks to stop is flagged and never called again for the same scheme.

Book sizes are modelled from the 528 tanishq stores, india and overseas and comparable programmes. Each one is replaced with the brand's own figure in the first data session.

Loyalty desk

Tier movement is the cheapest growth on this brand: a member about to slip a tier is worth a call, and a member one purchase away from the next tier is worth two.

Tier	Entry criteria	Members
Encircle Classic	Entry on first purchase	8.1 mn
Encircle Elite	₹1 L spend in 12 months	1.4 mn
Encircle Exclusive	₹4 L spend in 12 months	290,000

What the desk does with it

Trigger	Call	Window
One purchase away from the next tier	Benefit and upgrade call	Within 7 days
Tier expiring in 60 days	Retention call with the benefit spelled out	Two attempts
Benefit unused for 6 months	Reminder call, no offer	One attempt
Birthday or anniversary in the record	Occasion call	Three days before

Campaigns and launches

Each campaign arrives at the desk as a script, a call list and a stop rule, not as a brief.

Campaign	Window	Channel	Desk output
Akshaya Tritiya gold	April	Voice, WhatsApp, store	Script, dated list, stop rule
Wedding season bridal	October to February	Appointment calling	Script, dated list, stop rule
Diwali diamond	October	Voice and messaging	Script, dated list, stop rule
Golden Harvest enrolment	Rolling	Outbound voice	Script, dated list, stop rule

Category focus in the current window

Category	Price band	Share of calls
Bridal and wedding sets	₹1.2 L – ₹12 L	42%
Diamond jewellery	₹35,000 – ₹4 L	27%
Daily wear gold	₹18,000 – ₹90,000	21%
Coins and bullion	₹6,000 – ₹1 L	6%
Gifting and solitaires	₹45,000 – ₹8 L	3%

Campaign names describe campaign types, not confirmed Tanishq plans. Call shares are modelled on comparable windows.

Rate and occasion trigger desk

Daily gold and diamond rate movement, plus the wedding and festival calendar per region.

Trigger	Who gets called	Window
Rate down 1.5% or more	Saved bridal and diamond enquiries	Call within 24 hours
Rate up 2% or more	Exchange and old gold enquiries	Call within 48 hours
Festival window opens	Category buyers from last year's window	Call two weeks before
Wedding date inside 90 days	Bridal enquiry with a date	Stylist appointment call

Rules on the trigger

A fall of more than 1.5% in the daily rate opens a call window on saved bridal enquiries.
A rise of more than 2% opens a call window on exchange and buy back enquiries instead.
Wedding date in the record inside 90 days moves that record to the top of the list.

A trigger only ever opens a call window. It never sends an offer, a price or a discount on its own.

Concierge desk and private viewing

High value Tanishq buying happens in a room, not in a queue. The desk books the room, the advisor and the selection before the customer arrives.

Service	How it runs	Who it is for
Private viewing room	By appointment, selection pulled in advance	Bridal and solitaire enquiries
Home trial and doorstep viewing	Metro locations, advisor accompanied	Verified high value customers
Dedicated stylist	Named advisor across the whole purchase	Bridal trousseau buyers
Purity and valuation clinic	Same day, in store	Exchange and heirloom enquiries

2.6×

Conversion against a walk in enquiry

34%

Share of high value enquiries routed here

60 h

Time from enquiry to a held session

Uplift and routing shares are modelled on comparable appointment led retail. They are inputs, not claims.

Collection lookbook and stylist brief

The desk sends a short, priced set before the visit, so the appointment starts from a shortlist instead of a blank counter.

Set	What is in it	When it is sent
Bridal trousseau set	Neckpiece, earrings, bangles matched	Sent before the appointment
Everyday diamond edit	Six pieces inside one price band	Sent on WhatsApp
Gifting under a stated budget	Priced against the customer's number	Sent within the hour
Heirloom redesign brief	Old piece photographed, options drawn	After the valuation visit

What a brief carries

Field	Written by	Example
Customer's stated budget	Agent, on the call	₹93,600
Occasion or reason	Agent, on the call	Akshaya Tritiya gold
Category shortlist	Desk, from the range	Bridal and wedding sets
Store and person	Desk, from the calendar	South flagship
Sent on	Messaging desk	WhatsApp, within the hour

Marketing studio · Tanishq

Five campaign images and five reels built for Tanishq from its own range, occasions and audience. Every frame is generated on brand and carries the concept, the channel and the call to action it was written for.

10

Creatives shipped on this brand

5

Campaign images, feed and catalogue

5

Reels, 9:16 video

4

Live campaign windows to feed

Five campaign images

Tanishq campaign creative: Hero product still — bridal gold and polki necklace with matching jhumkas

1200 × 750 · feed

India's most trusted jewellery brand

Tanishq

Hero product still — bridal gold and polki necklace with matching jhumkas

Single subject, no clutter. Used as the anchor frame for the wedding season push and cut down for stories.

Product heroBridal families, 25 to 45Instagram feed · Meta paid

Book a store visit

Tanishq campaign creative: Wedding season campaign frame

1200 × 750 · feed

Made for wedding season.

Tanishq

Wedding season campaign frame

Human moment around the product, shot to run through the wedding season calendar in every region.

OccasionBridal families, 25 to 45Meta + YouTube masthead

See the collection

Tanishq campaign creative: Store and service frame

1200 × 750 · feed

528 tanishq stores, india and overseas

Tanishq

Store and service frame

Retail proof for local campaigns: the room, the advisor and the process a customer walks into.

Retail experienceBridal families, 25 to 45Google Performance Max · local

Find your nearest store

Tanishq campaign creative: Craft and proof frame

1200 × 750 · feed

Certified diamonds and stated exchange value

Tanishq

Craft and proof frame

Macro proof frame used wherever the claim needs evidence: process, tolerance, certification, hand work.

Craft proofBridal families, 25 to 45Brand film stills · PR

Read how it is made

Tanishq campaign creative: Range and price ladder frame

1200 × 750 · feed

5 ranges, one ladder

Tanishq

Range and price ladder frame

Flat lay of the ladder from gifting and solitaires to bridal and wedding sets, used in CRM and catalogue.

RangeBridal families, 25 to 45Catalogue · CRM email

Browse the range

Five reels

Each reel ships as a generated 9:16 film with the beat sheet it was cut to.

720 × 1280 · 9:160:08

India's most trusted jewellery brand

Tanishq

Three second hook reel

Opens on a bridal gold and polki necklace with matching jhumkas in motion, holds one line, ends on the store CTA.

0-2s Macro push in on a bridal gold and polki necklace with matching jhumkas
2-5s Pull back to reveal a warm Tanishq store viewing room with cane screens and brass detail
5-8s Hold on the product, CTA card

Product heroBridal families, 25 to 45Instagram Reels · Shorts

Book a visit

720 × 1280 · 9:160:10

The wedding season film.

Tanishq

Wedding season story reel

One customer moment, bridal families, 25 to 45, shot handheld and cut tight.

0-3s The moment before: wedding season preparation
3-7s The product enters the frame
7-10s Reaction, then the brand card

OccasionBridal families, 25 to 45Reels · WhatsApp status

See the collection

720 × 1280 · 9:160:10

Certified diamonds and stated exchange value

Tanishq

How it works reel

Screen recorded and shot steps of the actual process, used to answer the top objection.

0-3s The question a customer asks
3-7s The process on camera: certified diamonds and stated exchange value
7-10s What the customer walks away with

ExplainerBridal families, 25 to 45Shorts · store screens

Talk to an advisor

720 × 1280 · 9:160:08

Walk into Tanishq.

Tanishq

Store walkthrough reel

Single take walk through the store, cut to the retail and stores script.

0-2s Door opens, camera walks in
2-6s Advisor presents a bridal gold and polki necklace with matching jhumkas
6-8s Appointment card, store name

Retail experienceBridal families, 25 to 45Local Reels · Maps

Find your store

720 × 1280 · 9:160:10

Why bridal families choose us.

Tanishq

Customer voice reel

Creator style piece to camera, no studio polish, subtitled for sound off viewing.

0-3s Piece to camera, one honest line
3-7s Cut to a bridal gold and polki necklace with matching jhumkas in real use
7-10s Recommendation, brand card

Social proofBridal families, 25 to 45Reels · influencer whitelisting

Book a call back

Campaign windows these creatives feed

Campaign	Window	Channel	Creative used
Akshaya Tritiya gold	April	Voice, WhatsApp, store	Hero product still — bridal gold and polki necklace with matching jhumkas + Three second hook reel
Wedding season bridal	October to February	Appointment calling	Wedding season campaign frame + Wedding season story reel
Diwali diamond	October	Voice and messaging	Store and service frame + How it works reel
Golden Harvest enrolment	Rolling	Outbound voice	Craft and proof frame + Store walkthrough reel

Creative concepts are written from published Tanishq range and occasion language. Visuals are generated for this console and are not shot campaign assets.

AI product portfolio · Tanishq

Five AI products designed for Tanishq specifically, each naming the bottleneck it removes, what gets built, and the one number it moves. Scored on business impact against build effort.

5

Products in the portfolio

82/100

Average impact score

5

Quick wins: high impact, low effort

5

Shippable inside 90 days

#	Product	Moves	Impact	Effort	Horizon	Stage	Payback
01	Rate-and-occasion trigger desk	Saved enquiries converted per rate window	78/100	31/100	Now	Pilot	5 weeks
02	Scheme and instalment recovery agent	Scheme accounts kept active	81/100	39/100	Now	Prototype	7 weeks
03	Enquiry-to-appointment agent	Enquiry to appointment rate	80/100	41/100	Now	Pilot	6 weeks
04	Dormancy and reactivation engine	Reactivated customers per month	88/100	28/100	Now	Pilot	8 weeks
05	Conversation intelligence for the estate	Objections resolved before escalation	83/100	47/100	Now	Prototype	10 weeks

Product 01 · Now · Pilot

Rate-and-occasion trigger desk

The bottleneck. Gold and diamond rate moves and the regional wedding calendar are the two strongest buying signals, and neither reaches the calling list on the day it moves.

What gets built. A trigger service that watches the daily rate feed and the region-wise wedding and festival calendar, then opens a call window on the exact saved enquiries that match, ranked by ticket band across 5 regions.

Who uses it. Category heads, regional retail heads, the call desk

Why it holds. Saved-enquiry history plus Tanishq wedding-date capture is the signal no aggregator holds.

Rate feed ingestionRegional occasion calendarWindow-based queue builderAiera PredictAiera Engage

Integration	What moves across	State
Rate feed	Daily gold and diamond rate per city	Live
Enquiry store	Saved designs and wedding dates	In build

Moves: Saved enquiries converted per rate window. Impact 78/100 against 31/100 build effort, payback 5 weeks.

Product 02 · Now · Prototype

Scheme and instalment recovery agent

The bottleneck. Instalment savings accounts are the largest repeat-purchase book Tanishq holds, and a missed instalment quietly becomes a lapsed account.

What gets built. A reminder and recovery agent that calls three days before a due date, states the balance and maturity without pitching, runs a two-attempt recovery ladder on a miss, and books the redemption appointment at maturity.

Who uses it. Schemes team, finance, store managers

Why it holds. A read-only balance integration with a scripted no-discount guardrail, auditable per call.

Due-date schedulerBalance read-only APITwo-attempt policy engineAiera EngageAiera Context

Integration	What moves across	State
Scheme ledger	Due dates, balances and maturities	In build
Store calendar	Redemption appointment slots	Planned

Moves: Scheme accounts kept active. Impact 81/100 against 39/100 build effort, payback 7 weeks.

Product 03 · Now · Pilot

Enquiry-to-appointment agent

The bottleneck. Enquiries reach Tanishq faster than the floor can call them back. The ones called on day three convert at a fraction of the ones called inside the hour.

What gets built. A voice agent that calls every new enquiry within the hour in the caller's language, qualifies category and budget band without quoting a price, and writes a held slot into the advisor calendar at 528 locations.

Who uses it. Retail and stores team, store managers, advisors

Why it holds. Trained on Tanishq range language and objection handling, with the price guardrail written into the policy layer.

Voice LLM with tool callingHinglish ASR and TTSCalendar hold APICRM write-backAiera ConverseAiera Engage

Integration	What moves across	State
CRM / lead store	Enquiry in, outcome and reason code out	Live
Store calendar	Slot held before the call ends	In build
WhatsApp Business	Confirmation and reminder on the same thread	Live

Moves: Enquiry to appointment rate. Impact 80/100 against 41/100 build effort, payback 6 weeks.

Product 04 · Now · Pilot

Dormancy and reactivation engine

The bottleneck. 19,00,000 identities in the Tanishq book have gone quiet, and the estate has no ranked reason to call any one of them today.

What gets built. A scoring engine that reads recency, category, ticket and last conversation, then publishes a dated call list per store with a five step ladder and a hard stop rule, across 5 segments.

Who uses it. Customer and loyalty team, regional heads

Why it holds. The stop rule and consent ledger mean the same customer is never worked twice for the same reason across channels.

Gradient-boosted propensity modelSegment rules engineContact-policy ledgerAiera SenseAiera PredictAiera Engage

Integration	What moves across	State
Customer book	3 tiers and transaction history scored nightly	In build
Call desk	Ranked list pushed to the dialler each morning	Live
Attribution	Store billing matched back to the call	Planned

Moves: Reactivated customers per month. Impact 88/100 against 28/100 build effort, payback 8 weeks.

Product 05 · Now · Prototype

Conversation intelligence for the estate

The bottleneck. Nobody at Tanishq can answer what customers actually asked for last week without listening to calls one by one.

What gets built. Every call and chat transcribed, coded to a reason taxonomy, and rolled up to region, store and category, with the top rising objection surfaced weekly at issue level only.

Who uses it. Marketing and campaigns team, category heads, quality

Why it holds. A reason taxonomy built for this vertical, scored at issue level and never at individual advisor level.

Streaming ASRReason-code classifierObjection clusteringWeekly rollup warehouseAiera SenseAiera Context

Integration	What moves across	State
Telephony	Recording and metadata ingested per call	Live
Quality rubric	Same rubric applied to every conversation	In build
BI	Weekly reason report to the leadership pack	Planned

Moves: Objections resolved before escalation. Impact 83/100 against 47/100 build effort, payback 10 weeks.

Impact and effort are scored by the build team on the brand's own volumes, and are re-scored at the month six review.

AI product 01 of 5 · Tanishq · Now, Pilot

Rate-and-occasion trigger desk

Gold rate moves and the regional wedding calendar are the two strongest Tanishq buying signals. This desk turns each into a dated call window on the exact saved enquiries that match.

5,821

Converted in-window

78/100

Business impact score

31/100

Build effort score

5 weeks

Payback on the pilot

The bottleneck

What is broken today

Gold and diamond rate moves and the regional wedding calendar are the two strongest buying signals, and neither reaches the calling list on the day it moves.

The build

What gets built

A trigger service that watches the daily rate feed and the region-wise wedding and festival calendar, then opens a call window on the exact saved enquiries that match, ranked by ticket band across 5 regions.

How it works, end to end

Step	Stage	What happens on this brand
01	Feeds watched	City-wise gold and diamond rate read every morning; regional wedding and festival calendar held alongside it.
02	Trigger fires	A rate dip beyond the set threshold, or a wedding date entering its buying window, opens a trigger.
03	Enquiries matched	Saved enquiries and wishlists matched on Bridal and wedding sets band, region and date, ranked by ticket band.
04	Window opened	Call window published to the South and West desks with the script for that trigger.
05	Closed and measured	Every trigger closes with conversion, value and the reason the rest did not convert.

The value, on Tanishq numbers

Measure	Figure	How it is arrived at
Saved enquiries in the pool	3,78,000	Wishlists and part-completed enquiries held with a date
Trigger windows a month	6 to 9	Rate moves plus the regional occasion calendar
Enquiries called in a window	46,200	Only the records that match the trigger
Converted in-window	5,821	In-window conversion runs above the cold rate
Value from triggered windows	₹45 Cr	At the ₹78,000 average ticket

Moves: Saved enquiries converted per rate window. Every figure above is computed from the inputs on the value model console, so changing an input changes this table.

Quick demo: a rate dip opens a call window

Quick demo

Gold 22K drops ₹410 per gram overnight in South. 63 saved enquiries match the band.

Input the product reads	Value
Trigger	Rate dip, threshold crossed
Region	South
Band matched	₹1.2 L – ₹12 L
Records matched	63 saved enquiries with a date inside 60 days

EngineWindow opened 09:20, closes 18:00. Ranked Bridal and wedding sets first, then Diamond jewellery.

AdvisorNamaste, Tanishq se. Aapne Bridal and wedding sets dekha tha aur date bataayi thi. Aaj rate neeche aaya hai, isliye call kar rahe hain.

CustomerKitna neeche?

AdvisorAaj ka published rate main store par confirm karwa deta hoon, phone par rate quote nahi karta. Aap aayenge to poora breakup milega.

CustomerKal shaam aa jaate hain.

EngineSlot held, wedding date on record, reminder set for tomorrow 14:00.

What the product wrote back

Result	Value
Records called in the window	63 of 63
Appointments booked	11
Billed inside 7 days	4
Value billed	₹3.1 L
Guardrail held	No rate quoted on the phone

Rate is never quoted on a call. The trigger is the reason to call; the store is where the number is shown.

Who uses it, and why it holds

Users

Inside Tanishq

Category heads, regional retail heads, the call desk

Moat

Why it is defensible

Saved-enquiry history plus Tanishq wedding-date capture is the signal no aggregator holds.

Rate feed ingestionRegional occasion calendarWindow-based queue builderAiera PredictAiera Engage

Systems it needs

Integration	What moves across	State
Rate feed	Daily gold and diamond rate per city	Live
Enquiry store	Saved designs and wedding dates	In build

Rollout on this brand

Window	Milestone	Owner
Week 1-2	Connect the source systems and replay 30 days of Tanishq history through the model	Build team, brand IT
Week 3-4	Pilot on 10 stores in South	Regional retail head
Week 5-8	Widen to the full region, publish the weekly reason and outcome report	Desk lead, brand owner
Week 9-12	Estate rollout with the stop rule and consent ledger enforced	Brand owner, method review

Guardrails

Rate is never quoted on the phone; the call states that terms are published in store.
Consent captured and logged in the first 15 seconds, with an immediate opt-out honoured across every channel.
A single stop rule across the estate: the same Tanishq customer is never worked twice for the same reason.
Scored at desk, region and issue level, never against a named advisor.
Recordings retained for the agreed window, then deleted; transcripts hold no card or ID data.

Impact 78/100 against 31/100 build effort. Horizon Now, current stage Pilot, payback 5 weeks. Re-scored at the month six review.

AI product 02 of 5 · Tanishq · Now, Prototype

Scheme and instalment recovery agent

The instalment savings book is the largest repeat-purchase asset Tanishq holds. This agent keeps accounts paying and books the redemption appointment at maturity.

25,650

Redemption appointments booked

81/100

Business impact score

39/100

Build effort score

7 weeks

Payback on the pilot

The bottleneck

What is broken today

Instalment savings accounts are the largest repeat-purchase book Tanishq holds, and a missed instalment quietly becomes a lapsed account.

The build

What gets built

A reminder and recovery agent that calls three days before a due date, states the balance and maturity without pitching, runs a two-attempt recovery ladder on a miss, and books the redemption appointment at maturity.

How it works, end to end

Step	Stage	What happens on this brand
01	Due dates read	Scheme ledger read nightly for instalments due in three days, missed instalments and maturities inside 30 days.
02	Reminder call	Three days before the due date the agent states the instalment, the balance and the maturity date, and nothing else.
03	Recovery ladder	On a miss: message on day 1, call on day 3, advisor call on day 7, then rest. Two attempts, hard capped.
04	Maturity handled	At maturity the agent calls to book the redemption appointment with an advisor and the category interest on record.
05	Written back	Every outcome written to the scheme record with a reason code; finance sees the recovered value daily.

The value, on Tanishq numbers

Measure	Figure	How it is arrived at
Active scheme accounts modelled	8,55,000	Modelled from the customer book and scheme mix
Instalments at risk a month	68,400	8% miss rate before recovery
Recovered by the ladder	31,464	46% of misses recovered inside two attempts
Redemption appointments booked	25,650	Maturities called and slotted
Value protected a year	₹230 Cr	Redemption tickets run above the brand average

Moves: Scheme accounts kept active. Every figure above is computed from the inputs on the value model console, so changing an input changes this table.

Quick demo: a missed instalment recovered

Quick demo

An 11-month scheme account misses its 7th instalment. Recovery ladder opens automatically.

Input the product reads	Value
Account age	6 instalments paid, 1 missed
Ledger read	Balance and maturity, read only
Ladder step	Step 2, day 3 call
Store	South

AgentNamaste, Tanishq schemes desk se. Aapke savings account ki is mahine ki instalment pending hai. Reminder ke liye call kiya hai.

CustomerHaan bhool gaya tha. Kitni hai aur maturity kab hai?

AgentBalance aur maturity date main record se bata deta hoon; payment aap store par ya app par kar sakte hain.

CustomerTheek hai, kal kar dunga.

AgentMain kal confirmation check kar lunga. Agar ho gaya to koi aur call nahi aayegi.

EnginePayment confirmed next day. Ladder closed at step 2, no further contact.

What the product wrote back

Result	Value
Attempts used	2 of 2 allowed
Account status	Active, ladder closed
Discount offered	None, by policy
Next scheduled contact	Maturity call, dated

The agent reads the ledger; it never writes to it. No scheme term or discount is negotiated on a call.

Who uses it, and why it holds

Users

Inside Tanishq

Schemes team, finance, store managers

Moat

Why it is defensible

A read-only balance integration with a scripted no-discount guardrail, auditable per call.

Due-date schedulerBalance read-only APITwo-attempt policy engineAiera EngageAiera Context

Systems it needs

Integration	What moves across	State
Scheme ledger	Due dates, balances and maturities	In build
Store calendar	Redemption appointment slots	Planned

Rollout on this brand

Window	Milestone	Owner
Week 1-2	Connect the source systems and replay 30 days of Tanishq history through the model	Build team, brand IT
Week 3-4	Pilot on 10 stores in South	Regional retail head
Week 5-8	Widen to the full region, publish the weekly reason and outcome report	Desk lead, brand owner
Week 9-12	Estate rollout with the stop rule and consent ledger enforced	Brand owner, method review

Guardrails

Read-only access to the scheme ledger; the agent cannot alter a balance, a term or a due date.
No discount, waiver or term change is offered on a call, ever.
Consent captured and logged in the first 15 seconds, with an immediate opt-out honoured across every channel.
A single stop rule across the estate: the same Tanishq customer is never worked twice for the same reason.
Scored at desk, region and issue level, never against a named advisor.

Impact 81/100 against 39/100 build effort. Horizon Now, current stage Prototype, payback 7 weeks. Re-scored at the month six review.

AI product 03 of 5 · Tanishq · Now, Pilot

Enquiry-to-appointment agent

Every enquiry that reaches Tanishq gets a call back inside the hour, in the language the customer wrote in, and ends with a slot held in a named store's book.

₹91 Cr

Value on the appointment book

80/100

Business impact score

41/100

Build effort score

6 weeks

Payback on the pilot

The bottleneck

What is broken today

Enquiries reach Tanishq faster than the floor can call them back. The ones called on day three convert at a fraction of the ones called inside the hour.

The build

What gets built

A voice agent that calls every new enquiry within the hour in the caller's language, qualifies category and budget band without quoting a price, and writes a held slot into the advisor calendar at 528 locations.

How it works, end to end

Step	Stage	What happens on this brand
01	Enquiry lands	Web form, WhatsApp, walk-in register or campaign response arrives with source and Bridal and wedding sets interest attached.
02	Scored and queued	Intent scored on source, category and response speed; Bridal and wedding sets and Diamond jewellery enquiries in a live campaign window jump the queue.
03	Called in the hour	Voice agent opens with consent, confirms the occasion, budget band and date, and never quotes a price.
04	Slot held	Nearest of the 528 locations checked for advisor availability and a slot held before the call ends.
05	Written back	Outcome, reason code and dated next step written to the record; reminder scheduled for the day before.

The value, on Tanishq numbers

Measure	Figure	How it is arrived at
Enquiries a month	2,10,000	Modelled on the network, editable on the value model console
Reached inside the hour	1,30,200	62% contact rate at the pilot desk
Appointments that convert	11,718	9% of contacted, matched to store billing
Value on the appointment book	₹91 Cr	At the ₹78,000 Tanishq average ticket
Advisor hours returned a month	15,624	Callback dialling and note taking removed from the floor

Moves: Enquiry to appointment rate. Every figure above is computed from the inputs on the value model console, so changing an input changes this table.

Quick demo: an enquiry called back in the hour

Quick demo

A Bridal and wedding sets enquiry arrives from a South pincode at 11:04 with no budget stated.

Input the product reads	Value
Source	Website enquiry form
Interest	Bridal and wedding sets, ₹1.2 L – ₹12 L
Region	South
Language detected	Hindi with English product words

AgentNamaste, Tanishq se baat kar rahe hain. Aapne aaj Bridal and wedding sets ke liye enquiry ki thi. Do minute baat kar sakte hain?

CustomerHaan, boliye.

AgentYeh kis occasion ke liye dekh rahe hain, aur date kya soch rahe hain?

CustomerBehen ki shaadi hai, agle mahine ki 14.

AgentSamajh gaya. Bridal and wedding sets mein ₹1.2 L – ₹12 L range hai, aur Diamond jewellery bhi dekh sakte hain. Store par pieces nikalwa kar rakhta hoon.

CustomerDiscount kitna milega?

AgentRate aur terms store par published hain, main uspar comment nahi karta. Advisor aapko poori terms dikhayenge.

AgentSouth store mein kal shaam 6 baje advisor free hain. Slot hold kar doon?

CustomerHaan kar dijiye.

What the product wrote back

Result	Value
Time to first call	41 minutes from enquiry
Reason code written	Wedding purchase, Bridal and wedding sets
Budget band captured	₹1.2 L – ₹12 L
Next step	Appointment held, South store, tomorrow 18:00
Guardrail held	No price or discount discussed

The demo shows the live agent script and the record it writes. Place a real call from the Aiera Live desk to hear it.

Who uses it, and why it holds

Users

Inside Tanishq

Retail and stores team, store managers, advisors

Moat

Why it is defensible

Trained on Tanishq range language and objection handling, with the price guardrail written into the policy layer.

Voice LLM with tool callingHinglish ASR and TTSCalendar hold APICRM write-backAiera ConverseAiera Engage

Systems it needs

Integration	What moves across	State
CRM / lead store	Enquiry in, outcome and reason code out	Live
Store calendar	Slot held before the call ends	In build
WhatsApp Business	Confirmation and reminder on the same thread	Live

Rollout on this brand

Window	Milestone	Owner
Week 1-2	Connect the source systems and replay 30 days of Tanishq history through the model	Build team, brand IT
Week 3-4	Pilot on 10 stores in South	Regional retail head
Week 5-8	Widen to the full region, publish the weekly reason and outcome report	Desk lead, brand owner
Week 9-12	Estate rollout with the stop rule and consent ledger enforced	Brand owner, method review

Guardrails

No price, discount or making-charge negotiation on the call; the agent states published terms only.
Consent captured and logged in the first 15 seconds, with an immediate opt-out honoured across every channel.
A single stop rule across the estate: the same Tanishq customer is never worked twice for the same reason.
Scored at desk, region and issue level, never against a named advisor.
Recordings retained for the agreed window, then deleted; transcripts hold no card or ID data.

Impact 80/100 against 41/100 build effort. Horizon Now, current stage Pilot, payback 6 weeks. Re-scored at the month six review.

AI product 04 of 5 · Tanishq · Now, Pilot

Dormancy and reactivation engine

19,00,000 identities in the Tanishq book have gone quiet. This engine ranks them daily and hands each store a dated call list with a reason on every name.

₹66

Cost per reactivated customer

88/100

Business impact score

28/100

Build effort score

8 weeks

Payback on the pilot

The bottleneck

What is broken today

19,00,000 identities in the Tanishq book have gone quiet, and the estate has no ranked reason to call any one of them today.

The build

What gets built

A scoring engine that reads recency, category, ticket and last conversation, then publishes a dated call list per store with a five step ladder and a hard stop rule, across 5 segments.

How it works, end to end

Step	Stage	What happens on this brand
01	Book read nightly	Recency, category, ticket band, 3 loyalty tiers and last conversation read across the whole Tanishq book.
02	Scored to a reason	Every quiet identity gets one reason: Bridal enquiry, no purchase in 90 days, Golden Harvest lapsed after 4 instalments or One purchase only, 18 months quiet.
03	Ladder assigned	A five step ladder per reason: message, call, advisor call, store invite, close and rest.
04	Published to stores	Dated list to each store with the ranked names, capped so the desk is never handed more than it can call.
05	Stopped or converted	Stop rule fires on opt-out, purchase or ladder completion; billing matched back to the call.

The value, on Tanishq numbers

Measure	Figure	How it is arrived at
Quiet identities in scope	19,00,000	Across 5 scored segments
Reactivated a month	64,600	3.4% of the worked list, held at the pilot rate
Value reactivated	₹504 Cr	At the ₹78,000 average ticket
Cost per reactivated customer	₹66	Voice desk cost per contact, one quarter of the book worked
Contacts avoided by the stop rule	3,42,000	Duplicate work removed across call, message and store

Moves: Reactivated customers per month. Every figure above is computed from the inputs on the value model console, so changing an input changes this table.

Quick demo: today's reactivation list for one store

Quick demo

The South store opens its list at 10:00. Names are masked; the reason and the ladder step are not.

Input the product reads	Value
Store	South, 196
List size today	24 names, capped to desk capacity
Top segment	Bridal enquiry, no purchase in 90 days
Ladder step	Step 2, first advisor call

EngineR•••• S — last purchase 19 months ago, Bridal and wedding sets, Encircle Classic tier. Reason: Bridal enquiry, no purchase in 90 days. Score 92.

EngineRecommended open: Stylist appointment call

AdvisorNamaste, Tanishq South se. Aapne humare saath Bridal and wedding sets liya tha. Ek new arrival aayi hai jo aapki pehli purchase ke saath jaati hai.

CustomerAbhi plan nahi hai, teen mahine baad dekhungi.

AdvisorBilkul, main aapko teen mahine baad hi call karunga. Tab tak koi message nahi bhejenge.

EngineOutcome: deferred, 90 day rest applied. Every other channel muted for this reason.

What the product wrote back

Result	Value
Names worked	24 of 24, no sampling
Converted to appointment	3
Deferred with a dated recall	7
Rested by the stop rule	2
Value on the 3 appointments	₹2.3 L

Reactivation runs on the brand's own book. Identities are masked on this console; the live desk sees the record it is allowed to see.

Who uses it, and why it holds

Users

Inside Tanishq

Customer and loyalty team, regional heads

Moat

Why it is defensible

The stop rule and consent ledger mean the same customer is never worked twice for the same reason across channels.

Gradient-boosted propensity modelSegment rules engineContact-policy ledgerAiera SenseAiera PredictAiera Engage

Systems it needs

Integration	What moves across	State
Customer book	3 tiers and transaction history scored nightly	In build
Call desk	Ranked list pushed to the dialler each morning	Live
Attribution	Store billing matched back to the call	Planned

Rollout on this brand

Window	Milestone	Owner
Week 1-2	Connect the source systems and replay 30 days of Tanishq history through the model	Build team, brand IT
Week 3-4	Pilot on 10 stores in South	Regional retail head
Week 5-8	Widen to the full region, publish the weekly reason and outcome report	Desk lead, brand owner
Week 9-12	Estate rollout with the stop rule and consent ledger enforced	Brand owner, method review

Guardrails

No price, discount or making-charge negotiation on the call; the agent states published terms only.
Consent captured and logged in the first 15 seconds, with an immediate opt-out honoured across every channel.
A single stop rule across the estate: the same Tanishq customer is never worked twice for the same reason.
Scored at desk, region and issue level, never against a named advisor.
Recordings retained for the agreed window, then deleted; transcripts hold no card or ID data.

Impact 88/100 against 28/100 build effort. Horizon Now, current stage Pilot, payback 8 weeks. Re-scored at the month six review.

AI product 05 of 5 · Tanishq · Now, Prototype

Conversation intelligence for the estate

Every Tanishq call and chat is transcribed, coded to a reason taxonomy and rolled up to region, store and category, so the rising objection is on the leadership pack the week it rises.

3,906

Enquiries saved by script fixes

83/100

Business impact score

47/100

Build effort score

10 weeks

Payback on the pilot

The bottleneck

What is broken today

Nobody at Tanishq can answer what customers actually asked for last week without listening to calls one by one.

The build

What gets built

Every call and chat transcribed, coded to a reason taxonomy, and rolled up to region, store and category, with the top rising objection surfaced weekly at issue level only.

How it works, end to end

Step	Stage	What happens on this brand
01	Captured	Telephony recordings and chat threads ingested with store, region and Bridal and wedding sets category metadata.
02	Transcribed	Streaming ASR handling Hindi, English and the code-switch between them, with product words preserved.
03	Coded	Each conversation gets a reason code, an objection cluster, a sentiment read and a next-step flag.
04	Rolled up	Region, store and category views across 5 regions, weekly and rolling four weeks.
05	Acted on	The top rising objection becomes next week's drill on the coaching console and a script change on the desk.

The value, on Tanishq numbers

Measure	Figure	How it is arrived at
Conversations coded a month	1,96,200	100% coverage, replacing manual sampling
Manual review hours removed	9,810	At 3 minutes of quality listening per sampled call
Rising objections surfaced weekly	Top 5	Ranked by week-on-week movement, at issue level
Enquiries saved by script fixes	3,906	Objection answered before it becomes a lost enquiry
Value of those saves	₹2.7 Cr	At the brand conversion rate and average ticket

Moves: Objections resolved before escalation. Every figure above is computed from the inputs on the value model console, so changing an input changes this table.

Quick demo: last week's rising objection

Quick demo

66,000 service and enquiry conversations coded across 5 regions.

Input the product reads	Value
Window	Rolling week against prior week
Coverage	100% of calls and chats
Top category	Bridal and wedding sets
Top region by volume	South

EngineRising objection: "Bridal and wedding sets availability at the nearest store" — up 34% week on week, concentrated in South.

EngineSecond: turnaround clarity on Polish and rhodium service (4 days) — customers calling twice for the same status.

EngineThird: Diamond jewellery price band confusion after the Akshaya Tritiya gold window opened.

ActionStock and availability console now answers the first before the advisor speaks; Polish and rhodium service status calls automated.

ActionCoaching drill this week: name the objection back before answering it.

What the product wrote back

Result	Value
Conversations coded	1,96,200
Reason codes in the taxonomy	28, written with the brand
Objections cleared before escalation	61%
Script changes shipped	3

Rollups are read at issue level only. No advisor is named or ranked in any view on this console.

Who uses it, and why it holds

Users

Inside Tanishq

Marketing and campaigns team, category heads, quality

Moat

Why it is defensible

A reason taxonomy built for this vertical, scored at issue level and never at individual advisor level.

Streaming ASRReason-code classifierObjection clusteringWeekly rollup warehouseAiera SenseAiera Context

Systems it needs

Integration	What moves across	State
Telephony	Recording and metadata ingested per call	Live
Quality rubric	Same rubric applied to every conversation	In build
BI	Weekly reason report to the leadership pack	Planned

Rollout on this brand

Window	Milestone	Owner
Week 1-2	Connect the source systems and replay 30 days of Tanishq history through the model	Build team, brand IT
Week 3-4	Pilot on 10 stores in South	Regional retail head
Week 5-8	Widen to the full region, publish the weekly reason and outcome report	Desk lead, brand owner
Week 9-12	Estate rollout with the stop rule and consent ledger enforced	Brand owner, method review

Guardrails

No price, discount or making-charge negotiation on the call; the agent states published terms only.
Consent captured and logged in the first 15 seconds, with an immediate opt-out honoured across every channel.
A single stop rule across the estate: the same Tanishq customer is never worked twice for the same reason.
Scored at desk, region and issue level, never against a named advisor.
Recordings retained for the agreed window, then deleted; transcripts hold no card or ID data.

Impact 83/100 against 47/100 build effort. Horizon Now, current stage Prototype, payback 10 weeks. Re-scored at the month six review.

Store network

528 Tanishq stores, India and overseas, read region by region, with demand and staffing pressure next to each other.

Region	Points of sale	Share of network	Desk load
South	196	37%	6,475 enquiries a month
West	116	22%	3,850 enquiries a month
North	111	21%	3,675 enquiries a month
East and North East	84	16%	2,800 enquiries a month
Overseas	21	4%	700 enquiries a month

Store level signals the desk acts on

Enquiry volume above what the store roster can answer, two weeks running.
Appointments booked but not honoured, by store and by advisor.
Requests for stock the store does not hold, so transfer replaces a lost sale.

Stock and availability

The desk stops promising blind. Before an appointment is offered, the enquiry is matched against what the store actually holds.

Category	Held at the enquiry store	Available in the region	Desk action
Bridal and wedding sets	67% of the plan	80% of the plan	Book at this store
Diamond jewellery	56% of the plan	67% of the plan	Offer transfer or another store
Daily wear gold	84% of the plan	93% of the plan	Book at this store
Coins and bullion	73% of the plan	95% of the plan	Book at this store
Gifting and solitaires	62% of the plan	82% of the plan	Offer transfer or another store

What happens when the piece is not there

The desk names a second store in the same city before it names a date.
A transfer is raised with a dated arrival, and the customer is called when it lands.
A repeated gap in the same category at the same store is written into the store audit.

Availability percentages are modelled against the category plan. They are replaced by the live stock feed at go live.

Store audit

Display, stock and process compliance scored on the same rubric everywhere, with a dated action against every gap.

Region	Stores audited	Average score	Open actions	Oldest open
South	49 of 196	93 / 100	5	8 days
West	29 of 116	91 / 100	4	13 days
North	28 of 111	89 / 100	5	18 days
East and North East	21 of 84	87 / 100	4	23 days
Overseas	5 of 21	85 / 100	1	10 days

Rubric

Dimension	Weight	Checked by
Window and display compliance	25%	Photo audit, scored
Stock availability against the plan	25%	Stock read
Advisor process and greeting	20%	Mystery call
Appointment and follow up discipline	20%	Desk record
Housekeeping and safety	10%	Checklist

One audit cycle covers 25% of the points of sale in a quarter, so every point is seen at least once a year. Scores, actions and ageing are modelled on audit cycles of comparable networks.

Conversation intelligence

Every conversation is transcribed, coded and counted, so the brand learns what customers are actually asking, not what the desk remembers.

What the conversation was about	Share	What the desk does with it
Price, making charge and rate questions	31%	Agent states the band and books the visit
Design and availability at a specific store	24%	Stock read, then transfer offered
Scheme instalment and maturity	18%	Balance stated, appointment booked
Exchange and buy back	15%	Valuation appointment
Service, resizing and certificate	12%	Job raised with a dated turnaround

What comes out of it every week

Output	Goes to	Cadence
Top ten reasons customers called	Head of retail	Weekly
Requests for stock the store did not hold	Head of retail	Weekly
Questions the script answered badly	Chief marketing officer	Weekly
Objections before a lost enquiry	Head of customer and loyalty	Fortnightly
Store level process gaps heard on calls	Head of after sales	Monthly, into the audit

Coding is at issue level. No individual customer and no individual advisor is profiled or ranked.

Call analysis

Every Tanishq conversation is transcribed, coded and scored: what the caller wanted, what stopped them, what was promised and what happened next. This is the record the desk, the campaign team and the store network all argue from.

1,96,200

Calls analysed a month

38%

Positive sentiment on close

81 / 100

Average quality score

3.4m

Average call length

A day off the desk, identities masked

Call	Caller region	What it was about	Language	Length	Sentiment	Score	Outcome
C-5380	Bengaluru · South	Price, making charge and rate questions	English	5m 20s	Positive	84	Appointment booked
C-5417	Mumbai · West	Diamond jewellery enquiry	Hinglish	7m 31s	Negative	70	Not now
C-5454	Delhi · North	Scheme instalment and maturity	Hindi	3m 42s	Neutral	94	Message sent
C-5491	Hyderabad · East and North East	Coins and bullion enquiry	Tamil	5m 53s	Positive	80	Closed
C-5528	Chennai · Overseas	Service, resizing and certificate	Telugu	7m 04s	Negative	64	Message sent
C-5565	Pune · South	Bridal and wedding sets enquiry	Kannada	3m 15s	Neutral	90	Appointment booked
C-5602	Kolkata · West	Design and availability at a specific store	Marathi	5m 26s	Positive	95	Not now
C-5639	Ahmedabad · North	Daily wear gold enquiry	Bengali	7m 37s	Negative	73	Message sent

What stopped the call, and what the desk did next

Objection heard	How often	What the desk says now	Next step written
Price against a competitor quote	14% of calls	Named back, answered from the record, then a dated visit offered	WhatsApp with the range sent, callback in 48 hours
Wants a discount the desk cannot give	15% of calls	Answered from the published bridal and wedding sets range, never with a discount	Appointment held, reminder call scheduled
Not ready, date not fixed	16% of calls	Named back, answered from the record, then a dated visit offered	WhatsApp with the range sent, callback in 48 hours
Store is too far	17% of calls	Answered from the published bridal and wedding sets range, never with a discount	Appointment held, reminder call scheduled
Waiting for the rate to move	18% of calls	Named back, answered from the record, then a dated visit offered	WhatsApp with the range sent, callback in 48 hours
Wants to see the piece first	19% of calls	Answered from the published bridal and wedding sets range, never with a discount	Appointment held, reminder call scheduled

What the transcript is mined for

Field pulled from the call	How it is used	Goes to
Reason code and category asked for	Feeds the enquiry desk and the stock view	Head of retail
Budget band the caller stated	Sets the range the advisor prepares	Head of retail
Occasion and date	Sets the ladder and the reminder call	Head of customer and loyalty
Objection and competitor named	Feeds the drill and the campaign message	Chief marketing officer
Promise made on the call	Checked against the job or appointment record	Head of after sales
Consent and language preference	Written to the record for every future contact	Chief financial officer

Transcript volumes and scores are modelled on the current script until the brand's own telephony is connected. Caller identity is masked in every screen and every export.

Caller coaching

Every call the Tanishq desk makes is scored on the same six behaviours, and the lowest scoring behaviour becomes next week's drill. Coaching is written at desk, region and issue level, never against a named individual.

1,96,200

Calls in scope for coaching a month

77 / 100

Desk coaching score, rolling four weeks

100%

Calls reviewed, no sampling

4

Drills shipped to the floor last month

The six behaviours, and where the desk stands

Behaviour	Adherence	What a pass sounds like
Opening and consent	91%	Brand named, purpose stated, consent captured in the first 15 seconds
Discovery depth	69%	Occasion, budget band and date asked before anything is recommended
Objection handling	58%	Objection named back, answered from the record, not from opinion
Proof used	65%	Certification, warranty or exchange terms quoted from the published range
Next step booked	86%	A dated next step with a named store or advisor
Write back	93%	Reason code and outcome on the record before the call ends

Lowest adherence right now is objection handling at 58%. That is the drill below.

Region scorecards

Region	Stores	Calls a month	Coaching score	Coach on
South	196	72,594	84 / 100	Opening and consent
West	116	43,164	77 / 100	Objection handling
North	111	41,202	90 / 100	Objection handling
East and North East	84	31,392	83 / 100	Proof used
Overseas	21	7,848	76 / 100	Proof used

This week's drills, written from lost conversations

Drill	Built from	What changes on the call	Owner
Objection handling drill	100 calls where the enquiry was lost after this step	Objection named back, answered from the record, not from opinion	Head of retail
Bridal and wedding sets objection drill	Objections heard before a lost bridal and wedding sets enquiry	Objection is named back and answered from the published range, then a visit is offered	Head of customer and loyalty
Golden Harvest and Encircle book drill	Calls where the balance or benefit was stated wrongly	The balance is read from the record and the visit is booked in the same call	Head of schemes
Service promise drill	Polish and rhodium service calls where a date was promised before the centre confirmed it	No completion date is stated until the job record carries one	Head of after sales

How a drill reaches the floor

Monday: the week's calls are scored and the lowest behaviour is picked by number, not by opinion.
Tuesday: three good calls and three weak calls on that behaviour are clipped, with identities masked.
Wednesday: the script line is rewritten and pushed to both the human desk and the voice agent.
Friday: the same behaviour is re-scored and the movement is reported to Head of retail.

Scores are modelled on the current script and comparable Indian voice desks until the brand's own recordings are connected. No individual advisor is ranked, scored or named in any output.

Quality record

Every conversation is scored on the same five dimensions, at issue and store level, so quality is a number the brand can argue with.

Dimension	Weight	What a pass looks like
Identification and consent	20%	Brand named, purpose stated, consent captured
Accuracy of what was said	25%	No price, discount or warranty claim outside the record
Language and courtesy	15%	Caller's language matched, no talking over
Next step captured	25%	A dated next step with a named owner
Write back	15%	Reason code and outcome on the record

92 / 100

Current rubric score

100%

Conversations scored, not a sample

4

Script fixes shipped last month

Market sense · web intelligence

Six saved intelligence buckets for Tanishq: competitor moves, category demand, the brand's own online reputation, the price and offer message in market, retail expansion, and the social conversation. Each bucket opens with the analysis — how the brand is doing on that front and what to do next — with supporting sources underneath.

528

Tanishq stores, India and overseas

₹44,000 Cr+

Titan jewellery division, FY25 income

5

Named competitors tracked

60

Sources across six buckets

Who is tracked against Tanishq

Kalyan JewellersMalabar GoldSenco GoldPC JewellerJoyalukkas

Category read as: jewellery retail India. Reputation read from mouthshut.com, consumercomplaints.in, trustpilot.com and open consumer forums.

The read

Tanishq maintains strong brand equity and aggressive diamond promotions, but soaring gold prices and rapid store rollouts by Kalyan and Malabar put pressure on volume and regional market share.

While Titan's jewellery division entered the year from a ₹44,000 Cr+ FY25 revenue base across 528 stores, category volumes fell 19% nationwide due to gold prices rising nearly 20% and import duty reaching 15%. Competitors Kalyan Jewellers and Malabar Gold are expanding aggressively, with Kalyan adding 160 stores and reporting 42% Q3 FY26 India revenue growth. Tanishq is defending margins through diamond discounts up to 35% and US flagship expansion, but customer service and gold scheme grievances present operational friction. Leadership must urgently address showroom service consistency while accelerating lightweight and studded collections to protect volume.

Written off 60 sources for Tanishq. Every claim is backed by the linked sources under each bucket.

Bucket 01

Competitor moves

What have the named competitors done in the last weeks that the desk should know?

Key rivals are accelerating store additions and capturing high festive growth.

Kalyan Jewellers is expanding at an aggressive pace with plans for 160 new showrooms and reported a 42% revenue increase in India for Q3 FY26. Malabar Gold is also expanding rapidly, targeting 20 new showroom launches before March 31, 2026. Public consumer sentiment notes Tanishq leads in exclusive design, but Kalyan actively wins price-conscious buyers with aggressive retail presence and promotional offers.

Kalyan Jewellers reported nearly 42% India revenue growth in Q3 FY26 and plans 160 new stores.
Malabar Gold announced the launch of 20 new showrooms before March 31, 2026.
Consumer discussions highlight Kalyan as a lower-price alternative to Tanishq's design-led catalog.

What to do next: Monitor Kalyan store openings and local catchment overlap in target Tier-II and Tier-III markets.

Low 8Medium 2instagram.com · 2equityblueprint.in · 1quora.com · 1facebook.com · 1goldsilver.com · 1moneycontrol.com · 1

Evidence behind the read

Read	Source	Severity
Titan vs Kalyan Jewellers: India's Jewellery King vs the Fastest ... Final verdict: Titan is the safer long-term compounder. Kalyan offers higher upside potential but comes with higher execution risk.	equityblueprint.in	Medium
Which one is better among Tanishq and Kalyan Jewellers? - Quora Tanishq offers exclusive design, while kalyan offers better price, but repeated designs. Now sort your preference.	quora.com	Medium
Malabar Gold & Diamonds has announced a major retail ... Malabar Gold & Diamonds has announced a major retail expansion with the launch of 20 new showrooms before March 31, 2026, marking one of its ...	facebook.com	Low
Kalyan Jewellers Accelerates Expansion with 160 New Stores ... Indian jewelry retailer Kalyan Jewellers expects robust growth exceeding 25% this year as it accelerates its expansion with 160 new ...	goldsilver.com	Low
Senco Gold, Kalyan Jewellers shares jump up to 14% after strong Q3 ... The firm's India operations witnessed revenue growth of nearly 42 percent during Q3 FY26 as against Q3 FY25, driven primarily by strong festive ...	moneycontrol.com	Low
Kalyan Jewellers opens seven showrooms across India' Campaign [Kalyan Jewellers](https://plus.google.com/u/1/117318959305093605821) ![Jewelry kalyan jewellers Kalyan News](https://www.kalyanjewellers.net/images/banners/news_banner.jpg) - [Kalyan News](https://www.kalyanjewellers.net/latest-news.php) - Kalyan Jewellers opens seven showrooms across India ![Kalyan Jewellers opens	kalyanjewellers.net	Low
Kalyan Jewellers' Digital Gold Offers and Showroom Expansion The company's strategic expansion plan includes a significant increase in showroom presence, further solidifying its position as a leading ...	svarmedia.com	Low
Kalyan Jewellers New Launch 2026 - Instagram Grand Launch Event — Kalyan Jewellers, Dhenkanal (February 9, 2026) Chief Guest · Hosted the grand launch of the brand new Kalyan Jewellers showroom with the ...	instagram.com	Low
3 Jewellery Stocks With Showroom Expansion Plans - Univest Titan Company, Kalyan Jewellers and Senco Gold are the jewellery stocks with showroom expansion plans. What drives Titan Company's growth in ...	univest.in	Low
AOJ Update : Malabar Gold & Diamonds to invest Rs ... - Instagram 1 likes, 0 comments - aojmedia on March 17, 2026: "AOJ Update ✓: Malabar Gold & Diamonds to invest Rs 1580 crore in 20 new showrooms by ...	instagram.com	Low

Bucket 02

Industry and category demand

Which way is the category itself moving, in volume and in value?

High gold prices and import duty hikes are driving volumes down despite record rupee spend.

The Indian jewellery sector faces acute volume pressure, with gold jewellery demand dropping 19% year-on-year to 66 tonnes in Q1 2026 even as total consumer spending hit new highs. Elevated domestic gold prices and an import duty increase from 6% to 15% have resulted in sales volume drops between 15% and 20% across retailers. Market demand is consequently pivoting toward lightweight daily wear, studded jewellery, and newly hallmarked 9-carat pieces.

India gold jewellery volume fell 19% year-on-year to 66 tonnes in Q1 2026.
Industry sales volume dropped 15% to 20% amid an approximate 20% gold price rise.
Government import duty was raised to 15% while mandatory hallmarking was established for 9-carat gold.

What to do next: Track footfall-to-conversion ratios and grammage per bill across core plain gold categories.

Medium 4High 3Low 3youtube.com · 2gold.org · 1grandviewresearch.com · 1rapaport.com · 1instagram.com · 1imarcgroup.com · 1

Evidence behind the read

Read	Source	Severity
Gold Demand Trends: India Focus Q1 2026 - World Gold Council # Gold Demand Trends: India Focus Q1 2026 ## Jewellery ### Jewellery spending surges even as volumes slip India’s gold jewellery demand softened in Q1 as record-high prices weighed on affordability. Even so, spending surged to a record high, underscoring resilient consumer demand. Volumes declined 19% y/y to 66t – the	gold.org	High
India Jewelry Market Size & Share \| Industry Report, 2033 # India Jewelry Market (2026 - 2033) Size, Share & Trends Analysis Report By Product(Necklace Ring), By Material (Platinum, Gold), By Distribution Channel (Offline Retail Stores, Online Retail Stores), By End User (Men, Women), And Segment Forecasts ## India Jewelry Market Summary The India jewelry market size	grandviewresearch.com	High
India's Jewelers Grapple with Soaring Gold Prices, Falling Margins Gold prices in India have surged nearly 20% this year, footfall no longer guarantees sales. sales dropped between 15% and 20% compared to the ...	rapaport.com	High
The Big C \| Inside India'S 2026 Gems & Jewellery Outlook - YouTube ... demand - How high gold prices are reshaping diamond & studded jewellery ... The big call: double-digit growth for studded jewellery by 2026 ...	youtube.com	Medium
Gold Prices Rise: Is Light Jewelry India's Next Big Trend? - YouTube Gold prices remain elevated and India has increased gold import duty to 15%, putting pressure on traditional jewellery demand.	youtube.com	Medium
SVAR - The Voice of Jewellers Daily News: India Gold Market Update ... ️ India raised gold import duty from 6% to 15% on 13 May 2026. Domestic gold prices rose only 4–6% despite the 9% duty increase. Jewellery and ...	instagram.com	Medium
India Jewellery Market Size, Share, Growth & Report 2034 - IMARC Group # India Jewellery Market Size, Share, Trends and Forecast by Product, Material and Region, 2026-2034 ## Key Takeaways and Insights: In July 2025, to further promote purity in gold jewellery in India, it has been made mandatory by the Government of India to hallmark even 9-carat gold jewellery in India. Amongst retailer	imarcgroup.com	Medium
Jewelry Market Size, Share, Growth & Trends, 2026-2034 # Jewelry Market Size, Share & Industry Analysis, By Product (Necklace, Earrings, Ring, Bracelet, and Others), By Material Type (Gold, Platinum, Diamond, and Others), By End-user (Men and Women), and Regional Forecast, 2026-2034 ## Jewelry Market Insights (2026-2034) There is a rising trend in jewel consumption as more	fortunebusinessinsights.com	Low
India Jewellery Market 2026–2034: Growth Opportunities, Emerging ... India's jewellery market is projected to grow from USD 95.10 Billion in 2025 to USD 151.37 Billion by 2034, expanding at a CAGR of 5.30% during ...	linkedin.com	Low
India Jewelry Market Analysis, Size, and Forecast 2026-2030 - Technavio India Jewelry Market size is expected to grow by USD 31.0 million from 2026-2030 expanding at a CAGR of 6.6% during the forecast period.	technavio.com	Low

Bucket 03

Brand online reputation

What are customers saying about the brand in public, and what is the recurring complaint?

Frontline staff warmth is undermined by recurring service and scheme refund disputes.

Tanishq holds a 3.8 rating on Trustpilot with consistent appreciation for polite and helpful showroom sales staff. However, sentiment on consumer review platforms such as MouthShut and complaint forums like Voxya points to localized dissatisfaction with after-sales customer service. Recurring formal complaints specifically highlight non-refund issues linked to gold investment schemes.

Trustpilot rating sits at 3.8 across over 440 reviews praising polite retail executives.
MouthShut Delhi reviews report a 3.4 rating citing poor showroom customer service.
Consumer complaint portals record formal filings regarding gold investment scheme non-refunds.

What to do next: Audit store-level resolution workflows for gold investment schemes and escalation turnaround times.

Medium 6High 4trustpilot.com · 2mouthshut.com · 1linkedin.com · 1consumercourt.net · 1voxya.com · 1ie.trustpilot.com · 1

Evidence behind the read

Read	Source	Severity
TANISHQ - DELHI Reviews and Ratings \| MouthShut.com Rating 3.4(379)Tanishq Has Poor Customer Service. Tanishq is the worst showroom I have ever been to and still to this day, I regret my decision of purchasing jewellery ...	mouthshut.com	High
Anshu Sharma's Post - LinkedIn If you need to file a complaint with Tanishq, you can follow these steps: 1. Contact Customer Care:9831-224-914 - Call their customer care ...	linkedin.com	High
Non - Refund of Gold investment scheme \| Consumer Court Advisor. Filing consumer complaints for deficiency in service. Call : ☎ 7982270319, Or Visit https://legalflag.com	consumercourt.net	High
File a Consumer Complaint Against Tanishq - Voxya Go to "File a Complaint" form; Choose Tanishq and write your complaint in detail; Enter your personal information to create an account; Get refund / replacement ...	voxya.com	High
Read Customer Service Reviews of www.tanishq.co.in - Trustpilot Rating 3.8(451)Staff. People report positive experiences with staff, highlighting that sales executives are very friendly,... · Service. Reviewers highlight ambiguous aspects ...	trustpilot.com	Medium
Read Customer Service Reviews of www.tanishq.co.in \| 9 of 23 - Trustpilot Rating 3.8(451)Read 161-180 Reviews out of 442. Clients share positive opinions on user experience, highlighting friendly, polite, and helpful staff members... Great TrustScore ...	ie.trustpilot.com	Medium
Read Customer Service Reviews of www.tanishq.co.in \| 4 of 22 - Trustpilot Rating 3.8(448)Do you agree with Tanishq's 4-star rating? Check out what 448 people have written so far, and share your own experience. \| Read 61-80 Reviews out of 439.	ca.trustpilot.com	Medium
Tanishq Reviews \| Read Customer Service Reviews of www.tanishq ... Do you agree with Tanishq's 4-star rating? Check out what 446 people have written so far, and share your own experience. \| Read 41-60 Reviews out of 437.	au.trustpilot.com	Medium
Tanishq Reviews \| Read Customer Service Reviews of www.tanishq ... Do you agree with Tanishq's 4-star rating? Check out what 448 people have written so far, and share your own experience. \| Read 121-140 Reviews out of 439.	nz.trustpilot.com	Medium
Read Customer Service Reviews of www.caratlane.com \| 3 of 582 Rating 4.2(12,632)Some people were dissatisfied with the delivery service, noting frequent rescheduling, extended waiting times, and great difficulty in receiving their valuable	trustpilot.com	Medium

Bucket 04

Pricing and offers in market

What price and offer message is live in the market right now?

Aggressive diamond tier discounting and gold exchange terms lead current promotional activity.

Tanishq is driving high-ticket conversion via its Festival of Diamonds, offering stepped discounts from 20% on purchases under ₹2 lakh up to 35% for tickets of ₹15 lakh and above. The brand is also leveraging gold exchange terms that credit up to 99% purity value on 22-karat and higher gold to offset high metal prices. Meanwhile, Kalyan is discounting precious stone jewellery with up to 20% cashback vouchers to attract bridal spend.

Tanishq Festival of Diamonds offers tiered discounts from 20% to 35% based on invoice value.
Tanishq gold exchange policy credits up to 99% purity valuation on jewellery of 22-karat and above.
Kalyan Jewellers is running up to 20% cashback in vouchers on precious stone and uncut diamond jewellery.

What to do next: Assess whether Kalyan voucher cashback is drawing higher-ticket studded buyers away during bridal cycles.

Medium 7Low 3tanishq.co.in · 2facebook.com · 2dealzy.app · 1joyalukkas.in · 1quora.com · 1instagram.com · 1

Evidence behind the read

Read	Source	Severity
Offers terms and conditions - Tanishq ## Festival of Diamonds \| Group A \| \|-\| \| A (0-1.99L) \| 20% \| \| B (2L-4.99L) \| 25% \| \| C (5L-7.99L) \| 30% \| \| D (8L-14.99L) \| 30% \| \| E (15L+) \| 35% \| ## Tanishq Gold Exchange Offer \| Karat \| Purity \| Existing GEP Policy \| Plain Group Offer Deductions \| Studded Group Offer Deductions \| \|-\|-\|-\|-\|-\| \| >=22K \| 91.25 \| 99	tanishq.co.in	Medium
Flat 20% off on diamond value across 10000+ designs at the Tanishq ... The advertisement announces discounts of up to 25% on diamond value and zero percent on gold exchange for customers who present their old gold.	facebook.com	Medium
How to Get the Maximum Discount on Tanishq Jewelry - Dealzy How to Get the Maximum Discount on Tanishq Jewelry · 1. Shop During Festive Sales · 2. Leverage Gold Exchange Programs · 3. Join Tanishq's Loyalty ...	dealzy.app	Medium
Discover Latest Jewellery Offers at Joyalukkas Explore the latest promotions at Joyalukkas and get exclusive offers on our exquisite jewellery collections. Uncover today's special deals and discounts.	joyalukkas.in	Medium
Which jewellery gives more discounts in India? - Quora Tales of Diamond gives you the best discounts and offers for diamond jewellery they have upto 30% flat off on their jewellery as well as ...	quora.com	Medium
Comment for a discount code I used to think every outfit needed different ... From elegant earrings and versatile bracelets to necklaces and rings, discover pieces that fit effortlessly into your jewellery wardrobe.	instagram.com	Medium
Kalyan Jewellers announces festive season offers and discounts On precious stone jewellery and uncut diamond jewellery, cashback is up to 20%. Cashback offers can be availed in the form of instantly redeemable vouchers.	indianjeweller.in	Medium
Gold Exchange Terms and Conditions - Tanishq Exchange is applicable only at Tanishq stores and is not applicable for an online transaction. The store's decision on the value will be final. General Exchange ...	tanishq.co.in	Low
Zero Deduction Gold Exchange Bring old gold bought from any jewellery and exchange with any jewellery from Tanishq at 100% exchange value. Visit your nearest Tanishq stores now. 2026 TCL ...	tanishq.com	Low
*We've got the perfect combo offer for you! Get up to 25% off on making ...** Get up to 25% off* on making charges of gold jewellery and 100% exchange value ** on any old gold ... with up to 20%* off on diamond jewellery ...	facebook.com	Low

Bucket 05

Retail network and expansion

Where is retail space being added, by the brand and around it?

Rapid expansion into international tech hubs accompanies domestic Tier-II rollout.

Tanishq is scaling its overseas footprint with major showroom launches in Santa Clara, Seattle, Atlanta, Frisco, Houston, and New Jersey. Domestically, the retail network is penetrating deeper into Tier-II and Tier-III cities with smart retail formats beyond its existing footprint of 528 stores across 240+ cities. This dual-track physical expansion directly counters the aggressive domestic store additions of regional competitors.

Tanishq opened flagship US showrooms across Santa Clara, Seattle, Atlanta, and Texas.
Domestic network expansion is actively prioritizing smart retail formats in Tier-II and Tier-III cities.
Titan jewellery retail presence encompasses 528 Tanishq stores across more than 240 cities.

What to do next: Evaluate revenue productivity per square foot in newly launched US diaspora flagships.

Low 10facebook.com · 2nationaljeweler.com · 1titancompany.in · 1youtube.com · 1dallasinnovates.com · 1prnewswire.com · 1

Evidence behind the read

Read	Source	Severity
Tanishq Opens 2 New Stores in the U.S. \| National Jeweler Tanishq opened its fifth U.S. location in Seattle at Redmond Town Center. ... Dec 05, 2023. Tanishq Continues U.S. Expansion With 2 New Stores.	nationaljeweler.com	Low
Big news, Bay Area! Tanishq's largest U.S. flagship store is officially open ... Tanishq's largest U.S. flagship store is officially open in Santa Clara! Mayor Lisa M. Gillmor joined community leaders, families, and jewellery ...	facebook.com	Low
Tanishq Launches First US Store - Titan Company The launch is a part of Tanishq's retail business expansion strategy. The 3750+ square foot, two-story showroom on New Jersey's Oak Tree Road, Iselin, offers ...	titancompany.in	Low
Atlanta Welcomes #Tanishq, India's Iconic Jewelry Brand - YouTube Tanishq store in the United States, joining existing locations in New Jersey, Chicago, Houston ... Tanishq Jewelry: New gem opens first ...	youtube.com	Low
Tanishq, India's Leading Jewelry Retailer, Opens a Store in Frisco as ... Tanishq announced the opening of two new retail stores this week in Texas, in Frisco and Houston. The openings continue the brand's U.S. rollout	dallasinnovates.com	Low
Tanishq is Now Open in Santa Clara! Check out the grand ... - Facebook Tanishq is Now Open in Santa Clara! Check out the grand opening of Tanishq's newest store in Santa Clara — where timeless elegance meets ...	facebook.com	Low
Tanishq Expands U.S. Presence with New Atlanta Store, Welcomes ... Tanishq continues its rapid expansion, now with six stores open in New Jersey, Houston, Dallas, Chicago, and most recently, Seattle and Atlanta.	prnewswire.com	Low
Tanishq expands into Tier-II cities, boosts smart retail - LinkedIn Tanishq expands into Tier-II cities, has accelerated its store expansion into Tier-II and Tier-III Creator	linkedin.com	Low
Prosus-backed Indian jeweller BlueStone to double workforce ... BlueStone plans to more than double its store network by fiscal 2030. BlueStone aims to raise its store count to 705 from 340. retail workforce ...	brandequity.economictimes.indiatimes.com	Low
Dr. Saurabh Gadgil on Instagram From a single store founded in 1832 to a thriving network of 70+ stores across India and worldwide, the journey reflects more than expansion, it ...	instagram.com	Low

Bucket 06

Digital and social conversation

What is the brand's conversation on social, creator and video platforms?

Content marketing emphasizes everyday lightweight styling and designer collaborations.

Tanishq is engaging creator partnerships, such as campaigns featuring Khushi Hegde styling lightweight daily wear, alongside Mia's Big Bling Fest to drive younger footfall. High-end natural diamond partnerships with designer Rahul Mishra serve to reinforce luxury design credentials. However, brand marketing requires vigilant digital monitoring to insulate cultural campaigns from historical boycott sensitivities.

Influencer collaborations highlight lightweight gold jewellery styled for everyday wear.
Tanishq Natural Diamonds launched a high-profile design collaboration with Rahul Mishra.
Mia by Tanishq is marketing the Big Bling Fest to push diamond adoption among younger consumers.

What to do next: Maintain real-time sentiment alerts on major social campaigns to manage brand risk before public escalation.

Low 9High 1instagram.com · 6dw.com · 1retailjewellerindia.com · 1facebook.com · 1blog.kirnanitechnologies.com · 1

Evidence behind the read

Read	Source	Severity
Indian jewelry brand withdraws ad after public backlash Twitter Embed [Tanishq](https://twitter.com/TanishqJewelry) Tanishq was trolled on social media after the ad's release and accused of "promoting" inter-faith marriages. Several users trended the hashtag #BoycottTanishq on Twitter and accused the brand of promoting "love jihad", a campaign that accuses Muslim men of	dw.com	High
1st time @tanishqjewellery @tanishqchandrasekharpur (Collab ... ... tanishq #dream #dreamcometrue❤️ #creator #contentcreatorlife #contentcreato❣️ #keeploving #odishagram❤️ #instagram #bhubaneswar_diaries"	instagram.com	Low
Tanishq (@tanishqjewellery) • Instagram photos and videos Presenting Tanishq Natural Diamonds x Rahul Mishra, a collaboration rooted in a shared commitment to craftsmanship and artistry.	instagram.com	Low
Tanishq engages multiple influencers for impactful campaign on dailywear One such collaboration with Khushi Hegde includes a reel in which the social media influencer can be seen styling lightweight gold jewellery ...	retailjewellerindia.com	Low
Leading jewellery retail brand Tanishq has unveiled its heart ... - Instagram ... Tanishq #RakshaBandhan #campaign #Jewelleryindustry ... Praveen Jewels recently used its 'Reel Collab' campaign to turn ...	instagram.com	Low
Stepping into our 25th year with Tanishq❤️ Reposting this reel ... Stepping into our 25th year with Tanishq❤️ Reposting this reel with my strongest Man/Boss❤️ So many more milestones to come✨ Khushi ...	instagram.com	Low
Meet our Retail Sales Officers (RSOs) from Tanishq South Ex, Delhi This video celebrates the 30th anniversary of the Indian jewelry brand, Tanishq, by featuring its real customers on billboards across India. As ...	facebook.com	Low
Famous Innovations \| Mia by Tanishq came to us with a sale campaign ... Mia by Tanishq came to us with a sale campaign. Instead of just announcing it, we built Big Bling Fest - a world overflowing with diamonds.	instagram.com	Low
How Tanishq Sells Trust Through Storytelling & Emotional Campaigns From TV commercials to YouTube videos and Instagram reels, Tanishq maintains a consistent tone — warm, trustworthy, and relationship-driven.	blog.kirnanitechnologies.com	Low
In 2013, Tanishq released an ad that was widely considered ahead of its ... In 2020, a Tanishq advertisement featuring an interfaith family sparked a huge debate on social media. The campaign received both support and ...	instagram.com	Low

How each bucket is built

#	Bucket	The question it answers	What it reads
01	Competitor moves	What have the named competitors done in the last weeks that the desk should know?	Launches, store openings, campaigns, price led offers, funding and leadership news.
02	Industry and category demand	Which way is the category itself moving, in volume and in value?	Category growth, input costs, festive and season demand, regulation and duty.
03	Brand online reputation	What are customers saying about the brand in public, and what is the recurring complaint?	Reviews, complaint boards, consumer forums, service and delivery grievances.
04	Pricing and offers in market	What price and offer message is live in the market right now?	Discount events, exchange schemes, making charge and bank offers, marketplace pricing.
05	Retail network and expansion	Where is retail space being added, by the brand and around it?	New stores, city entries, franchise news, mall and high street expansion.
06	Digital and social conversation	What is the brand's conversation on social, creator and video platforms?	Creator collaborations, campaign reception, trending formats, share of voice.

Results are ranked by how sharply they read against the brand, so complaints and competitive moves surface first. Severity is a keyword read on the headline and summary, not a judgement.

Value model

Move any input. Everything recalculates. Every figure starts from the published Tanishq network and is editable.

Inputs

Enquiries a year

Contact rate %

Conversion on contact %

Average ticket ₹

Dormant identities

Reactivation %

Service conversations a month

Modelled outcome, a year

₹91 Cr

From enquiries answered and converted

₹504 Cr

From dormant customers brought back

₹3.3 Cr

Service handling cost avoided

₹599 Cr

Total modelled value, before any fee

Service saving is modelled at ₹42 of handling cost avoided per conversation the desk closes without a store call back.

Data readiness

What is connected on day one, what is modelled today, and what Tanishq needs to hand over for the pilot to go live.

Input	Status	Note
Store network and locations	Published	528 Tanishq stores, India and overseas
Category and price ladder	Published	From the brand range
Enquiry volume and source mix	Modelled	From comparable networks of similar store count
Customer book and dormancy	Modelled	Replaced in one session with the brand team
Service job volume and turnaround	Modelled	From service desk throughput benchmarks
Loyalty tier membership	Modelled	Tier structure as published
Consent and contactability flags	Needed	Required before the first outbound call

What is needed to go live

A contactable customer extract with consent flags, in any format.
Store and advisor calendars, or a single sheet per region to start.
One session with the Tanishq team to replace every modelled volume with the brand's own.

Required inputs

What the Tanishq team hands over, in whatever format it already exists, for the pilot to run on the brand's own numbers.

Input	Owner	Format that is enough	Needed by
Contactable customer extract with consent flags	Head of customer and loyalty	CSV or a database view	Before the first outbound call
Enquiry feed from website, store and marketplace	Chief marketing officer	Webhook or a daily file	Week 1
Store and advisor calendars	Head of retail	One sheet per region to start	Week 1
Category and price ladder in force	Head of retail	The current range sheet	Week 1
Golden Harvest and Encircle book	Head of schemes	Account level extract	Week 2
Service and job records	Head of after sales	Export from the service system	Week 2
Telephony numbers and caller ID	Head of retail	Numbers plus provider access	Before go live

Nothing here blocks the console. Every input replaces a modelled figure already on the screen.

Method and limits

How the pilot runs on Tanishq, week by week, and what the system will not do.

Week	What happens	What the brand sees
Week 1	Data session, scripts drafted, numbers provisioned	Console on the brand's own figures
Week 2	Both agents live on a small call list	First conversations and quality scores
Weeks 3 to 6	Ladders switched on segment by segment	Weekly reason codes and outcomes
Weeks 7 to 12	Appointments, service and the trigger desk added	Value model against actuals
Month 6	Review against the model	Keep, widen or stop, in writing

What this system will not do

It will not quote a price, a discount or a making charge outside the published range.
It will not claim a warranty outcome before the service centre has confirmed it.
It will not call a customer who has declined or opted out, for any reason.
It will not score, rank or profile an individual customer or an individual advisor.
It will not pretend to be human when asked directly.

Commercial terms

One flat retainer for the platform and the desk, usage billed as pass through at cost, and a review at month six.

Scope	What it covers	Commercial
Pilot, one brand	Tanishq consoles, both voice agents, the desk and the quality record	Flat monthly retainer
Group scope	Every Titan brand on the same platform and identity spine	Retainer per brand, tapering
Usage	Telephony, transcription and model usage	Pass through at cost, itemised
Carried free until month six	Console build, script work, audit rubric and reporting	No charge

Governance

No individual customer is scored, profiled or ranked. Quality sits at store and issue level only.
Consent and do-not-call flags are respected on every attempt, with a stop rule per segment.
Every conversation is retained for a stated window and is available to the brand team in full.