The Indian lifestyle retail giant, Titan, known for owning the Tanishq jewellery brand, has recently made a significant acquisition. The company bought a 67% stake in Damas Jewellery, which is based in Dubai, for a total of US$189 million (AED695 million). This purchase from Qatar’s Mannai Corporation is the second-largest acquisition Titan has made thus far and represents a major strategic move for the company to grow beyond its principal customer base in the Gulf region.
Damas Jewellery has a long and storied history that began in 1907. The company currently operates 146 stores in six Gulf Cooperation Council (GCC) countries, including the UAE, Saudi Arabia, Qatar, Oman, Kuwait, and Bahrain. However, the British brand Graff’s franchise business is not part of the acquisition agreement with Titan.
Titan’s Managing Director, C K Venkataraman, has been quite vocal about the benefits of this acquisition for the company. According to him, this strategic move not only opens up significant new global opportunities but also boosts the company’s standing in the GCC’s jewelry market.
“After successfully establishing Tanishq in the GCC and the US, our ambition for global jewelry play is moving to the next stage,” Venkataraman said. “With the Damas acquisition, Titan is expanding its focus beyond its traditional diaspora customers to target other nationalities and ethnicities.”
The acquisition transaction was based on Damas’ enterprise valuation of $283 million. Additionally, it includes a provision for Titan to buy the remaining 33% stake from Mannai after December 31, 2029, subject to certain conditions.
Titan, a joint venture between the Tata Group and the Tamil Nadu Industrial Development Corporation (TIDCO), first entered the GCC market in 1993 with Tanishq. Today, it operates 15 stores across the region, with a flagship store in Dubai that was launched in 2020.
What is the significance of Titan’s acquisition of Damas?
The acquisition enables Titan to expand its customer base, enhance its position in the GCC jewelry market, and increase its global market opportunities.
What does Damas bring to the table?
Damas, founded in 1907, brings longevity and a strong presence in the GCC region with 146 stores in six countries.
What future options does the acquisition offer?
The agreement includes an option for Titan to acquire the remaining 33% stake in Damas from Mannai after December 31, 2029, subject to certain conditions.
