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Titan joins hands with Amazon to enter US market

India’s largest watchmaker Titan will tap into e-commerce giant Amazon’s global selling program to begin shipping its products to the US, even as it reinvents its product range locally to boost sagging sales. Titan will join the likes of large Indian brands such as Amul, Fabindia and Manyavar. Amazon claims to have over 23,000 Indian sellers who have listed over 63 million products on its global selling platform.

Amazon’s Global Selling Programme will enable Titan to take its vast range of watches to millions of global customers across ethnicities on Amazon in the US and eventually across other Amazon marketplaces.

The company says it will price its products between $30 and $300, and is looking to establish itself before the year-end holiday sales season. Titan would consider selling leather accessories, eyewear and bags from its many brands in the US in the coming months. The US will be the first overseas market for Titan where the company will begin selling online before it goes offline.

The company hopes sales in the US will help drive exports. The e-commerce firm will stock its products at its warehouses near buyers. Only 10 per cent of Titan annual sales will be outside India. Titan saw watch exports grow in Southeast Asia in June and sales slowed in the West Asian market. In the US, Amazon found that consumers were searching for the Titan brand, which prompted both firms to partner. In the 1990s, Titan had explored selling in Europe by working with distributors in more than 12 countries but had to withdraw in 2007 after sustained losses and failure to create a dent in the market.

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