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'Fastrack' watches race for trendy Indian youth

26
Dec '05
Titan Fast Track
Watches have become a style statement rather than a necessity.

Titan, one of the top-most brands in India, have always explored and experimented with the markets.

One research reveals that 58 percent of the watches were bought by people less than 25 years of age and about 42 percent by people under 20.

Acknowledging this craze among youngsters for watches, Titan first launched their product, 'Fastrack', in 1998, targeting the youth.

The brand went on from a Rs14 crore market to a Rs25 crore one, within a span of two years.

The success of the product is clearly visible, especially since 2004 when a 'Fastrack' eye-gear was introduced in the market.

Amazingly, the sales of the new product in the current fiscal have surpassed those of the previous year in less than six months.

This was the result of aggressive advertising featuring the youth icon, John Abraham.

Bijou Kurien, COO, Watches, Titan Industries Ltd, said that John is the perfect example of stylishness and is very popular among youth.

He also explains that the reason for watch purchases going up among youth is that they need instant gratification of their ever-changing needs.

Commenting on the decision to introduce sunglasses, he says that his company wanted to make a strong category out of them as they are more visible and make a bigger statement.

Kurien insists that the fashionable look at an affordable price has made this brand a hit among today's youth.


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