Advertising, Brand and Consumer Behaviour (The Indian Context), Ist Edition by Pearson

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Raga

Raga is a watch brand that is positioned towards young women (see Raga video reference). Titan, the company that leads in the watch category, had introduced Raga as a sub-brand during 1992 (Sen, 2014). Initial market research by the company indicated that Indian women were reluctant to wear watches because they were wearing bangles and bracelets. Therefore, the initial decision taken by the company was that Raga should appear like a jewelry to compete with bracelets and bangles (Mathen, 2015). Accordingly, the design of Raga was initially like a piece of jewellery. In addition, the brand was associated with a sensual appeal interlinked with beauty. It is interesting to note that this beauty aspect was more associated with the Indian ...