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Ajoy Chawla took on the mantle of CEO at TITAN, a brand of long-standing repute by Tata Group, in October 2019. Chawla has spent over 30 years at Titan Company in different capacities across its various divisions including watches, jewellery, eyewear, fragrances, sarees and many functions — sales, marketing, retail, profit and loss management, supply chain, strategy, new business development, before taking up the role in the group’s largest division. Chawla is credited with leading the Jewellery unit to profits and growth during the middle of an unprecedented pandemic, possibly one of the most tumultuous periods in the organization’s history. On the business side, the company took an unprecedented digital leap contributing a whopping Rs 1,600 crore, about 9% of the total sale of Rs 18,000 crore in FY21.

The Omni and online business is now a formal growth engine for the jewellery behemoth. Undaunted by the pandemic, Chawla steered the retail expansion by opening 26 new stores in FY21 compared to 36 in FY20. In a short span of time Chawla has earned a nationwide reputation for being attentive to a bottom-up holistic development of the entire ecosystem from employees to franchisees, vendor partners and their craftsmen. On the supply chain side, with a goal to make manufacturing more sustainable and conscious, Chawla is steadily transforming vendor jewellery manufacturing facilities to match up to certain standard protocols.

By FY 2020 the company aims to move all its manufacturing partners into the standard category – adhering to a rigorous framework of dedicated and ergonomic workspaces, dignity of work, and pollution-free processes among others. Like any other TATA brand, Tanishq too is defined by one word ‘TRUST’, and Chawla ensured that the brand’s values are demonstrated evermore in difficult times. Along with his team, he set the gold standard of safety protocol in all stores nationwide. Subsequently, the brand witnessed unprecedented growth in new customer acquisition leading to increased market share during the peak of the pandemic. Bettering Tanishq’s market position and successfully handling the entire jewellery division of Titan, Chawla is gaining recognition for responding to change with agility even as he continues to create value and an aura of positivity for all the stakeholders.

Courtesy: Retail Jeweller India

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