Titan Focuses on Premiumisation, Expansion & Emerging Retail Trends

Titan is capitalising on premiumisation and emerging retail trends as key drivers for its growth strategy. Its multi-brand retailer, Helios, is set to open six exclusive outlets this financial year, with plans to expand to over 30 in the next two years. The focus is on premium offerings, with a notable emphasis on high-value merchandise and luxury experiences.

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Helios Luxe, Titan's boutique destination, caters to a premium clientele with products priced above ₹25,000. This consists of both Titan's own watches and a variety of foreign brands. The limited-edition Unity watch, priced at ₹35,000, which was inspired by the 40th anniversary of Wing Commander Rakesh Sharma's momentous space flight, is one of its most notable offers.

According to Rahul Shukla, VP and Chief of Sales and Marketing Officer, Helios Luxe stores will require an investment of ₹3.5 crore each. These outlets will be strategically located at prime travel retail destinations such as Delhi’s T1 airport, Goa airport, Hyderabad airport, and Bengaluru’s Koramangala. Shukla noted the importance of tapping into the travel retail segment, describing it as a "top 10 city phenomenon" poised for significant growth.

Premiumisation is evident within the Helios portfolio, with growth in the premium segment outpacing the fashion segment by three times. A compound annual growth rate (CAGR) of 25% has been attained by Helios. Titan's FastTrack brand will also launch premium products to capitalize on this trend and meet the growing demand for high-end products.

Titan’s watches and wearables division has been a strong performer. In FY24, the segment’s revenue rose by 18.4 percent to ₹3,904 crore.The segment's revenue increased by 18.4% to ₹3,904 crore in FY24. Interestingly, analogue watches increased by 26% in the second quarter, while Titan watches grew at an even faster pace of 32%. Helios’ performance was particularly impressive, growing by 43 percent during the same period. 

He also emphasized that this growth extends beyond urban areas, with non-metro cities contributing significantly to Titan’s success. While 25 percent of Titan’s retail footprint is in metros, these areas contribute 35 percent to the business. The remaining 65 percent comes from non-metro cities, driven by a rising middle class, increased purchasing power, and the allure of international brands.

Shukla also highlighted emerging trends to watch in 2025, including the rise of instant-delivery models for gifting and the growing importance of impulse buying. 

In Conclusion

Titan’s recent initiatives show its focus on premiumisation and expansion in travel retail. By balancing its presence in metro and non-metro markets, the company is responding to evolving customer preferences and capturing growth opportunities in both segments.