Prime Video's 'Made In India' revisits Xerxes Desai's Titan playbook from 1986 JV to Tanishq

A new Prime Video series chronicles how Xerxes Desai built Titan from a 1986 Tata-TIDCO joint venture in Hosur into India's dominant watches, jewellery and eyewear group, including the Tanishq launch and the ultra-slim Titan Edge. The retrospective lands as Titan remains Tata's retail crown jewel.

— Source publishedMon, 8 Jun, 2026, 16:29 IST·First seen Mon, 8 Jun, 2026, 17:09 IST·Source NDTV Profit

What happened

Prime Video series 'Made In India - A Titan Story' chronicles Xerxes Desai's role in building Titan from a 1986 Tata-TIDCO JV into a watches, jewellery and

Key facts

  • 1986
  • 1937
  • 2002
  • 2016
  • 79

Why this matters

The Desai-era JV structure with TIDCO and Tanishq's greenfield launch offer a reference model for category-entry partnerships and own-brand extensions in adjacent lifestyle verticals.