Premiumisation and retail trends are reshaping the retail landscape, with Titan leveraging these opportunities through its multi-brand retailer Helios Luxe. The brand is capitalising on the growing demand for high-end offerings by planning to open six exclusive outlets this financial year and scaling up to over 30 in the next two years.
Helios Luxe, Titan’s premium boutique destination, offers merchandise priced above ₹25,000, including international brands and exclusive Titan timepieces. A prime example is the newly launched Unity watch, inspired by the 40th anniversary of Wing Commander Rakesh Sharma’s space journey, priced at ₹35,000.
Premiumisation in travel retail
Titan is focusing on premiumisation in travel retail by setting up Helios Luxe stores at strategic locations like T1 Delhi Airport, Goa Airport, Hyderabad Airport, and Bengaluru’s Koramangala. Each store involves an investment of ₹3.5 crore.
Rahul Shukla, Vice President and Chief of Sales and Marketing at Titan Watches, highlights, “We aim to capture the travel retail segment’s growth with these airport stores, making it a top 10 city phenomenon.”
Retail trends fuel premium growth
The premium segment within Helios is growing three times faster than the fashion segment. Helios has achieved a compound annual growth rate (CAGR) of 25%, with the watches and wearables division generating ₹3,904 crore in FY24, a rise of 18.4%.
Interestingly, Titan’s analogue watches saw a 26% growth in Q2 FY24, surpassing the overall segment’s 19% growth. Helios Luxe’s premiumisation strategy has driven a 43% increase in performance during the same period.
Beyond metros: Premiumisation’s wider appeal
The rising middle class and increased purchasing power are driving retail trends beyond metros. Although 75% of Titan’s retail footprint lies outside metros, these regions contribute 65% of the business.
International brands’ efforts to create aspirational products further boost demand. Titan’s FastTrack brand also plans to introduce premium offerings, aligning with the broader premiumisation trend in retail.
Titan’s focus on premiumisation reflects its commitment to tapping into evolving consumer preferences and expanding its footprint in high-growth retail segments.
