Xerxes Desai's quartz pitch to JRD birthed Titan in 1986 — and rewired Indian retail
A new streaming series revisits how Xerxes Desai sold JRD Tata on quartz, set up Titan in Hosur in 1986, shipped the 3.5mm Titan Edge with a 1.15mm movement, and seeded Tanishq — the template for Tata's branded consumer push.
Profile of Titan founder Xerxes Desai, tied to new streaming series 'Made In India: A Titan Story', recounting how he pitched JRD Tata on quartz watches, founded Titan in 1986, launched the ultra-thin Titan Edge and started Tanishq.