
362 Chapter 11
Tiffany made its presence felt by opening a store in the
DLF Emporio mall in Delhi and subsequently in UB City,
Bangalore. They also developed franchisees with local jewelers
and opened a store in Mumbai’s Oberoi Hotel; however, this
outlet closed down very soon. Though the brick and mortar
strategy was not very successful for the brand in India, they
were able to make inroads in the digital world, targeting the
digital natives. Thus, Tiffany worked on trendier design and
their signature blue box, which was highlighted extensively
on the digital platforms to attract the digital natives. With
this aesthetic focus, Tiffany provided ...