VIRTUAL STONESETTING

TITAN INDUSTRIES LTD - JEWELLERY DIVISION

 Introduction
 Jewellery Division of Titan Industries Limited and have 2 Brands

– Tanishq & Gold plus

 Mfg & Retailing of Gold & Diamond Jewellery.

 Expected turn over of 4000+ Cr. for the year 2010-11

 Major strengths include Design leadership and state-of-art integrated

manufacturing facility at Hosur & DDN.

 Won 1st “Tata Innovation award “in 2006

 Won MMA award in 2009 for “Supply chain practices”

 Won IIMM award in 2009 for “Best Supply chain management”

 European Business School award– “Best talent in supply chain”

 “Innovation School of Management” - creating Innovation culture across

organization
V-M-V
 Innovation at Titan Jewellery
SLT

• Visit to national/international Fairs

Training & Development
• Training through TMTC / IIM

Sharing Platform

Ideas What is Sharing of

Seed HOD fund IScM Tell Me
Unlimited new ? visit learning

Organizational Learning •Hall of Fame

• Outstanding Titanian
• COO’s “Great Show” certification
• MOF
Innovation & Improvement Recognition through

Prioritization through
Implementation
SLT / Technology Cell
 Traditional jewellery making
Master making Mould making Waxing Casting

Finished product Polishing Linking Stone setting

Traditional jewellery making
 Limitations
Process
 High Labour and Skill intensive.

 Master making and Stone setting, most complex operations.

 Longest lead time – 4 weeks

People
 High fatigue and stress

 Variation in skill levels among people

Customer
 Restricted introduction of new designs

 Non-availability of new designs at frequent intervals.

(* 60 – 70 % of the Tanishq Customers are repeat buyers )
 Need of the Innovation
Market Demand :

 Bring newness in designs frequently to meet high expectations of customers.

 Speed to Market for the new designs to beat the competition.

Company Need :

 Downstream operations are manual and require high skill levels

 Stone setting is the most complex operation – 65% of complexity

 Capacity of the proto product is determined by the capacity of stone setting

Voice of Customer
*Availability of Range of Jewellery

Good
26%

25%

24%

23%

22%

21%

20%
2005 2006
Voice-T for Range

*Data source: Voice-T

 How to Overcome ?
FORMING
STORMING
 A cross functional
team was formed to
identify the alternate

CFT

Team Members
 B.Manimaran - Production
 K.Karthikeyan - Mould setting
 Brainstorming sessions
 M.Saravanan - CAD / CAM Conducted
 R.Jayamadhu - Mould Cutting
 M.Nanda Kumar - Waxing  Ideas collated and taken
up for further evaluation
 How to Overcome ?
NORMING
 Filtering of the ideas in a
structured manner
 Derived Many alternates

 Job work / Outsourcing

 Mechanized stone setting

 Virtual stone setting in CAD

 Options worked out

 Job-Working / Outsourcing

• Quality of Output

• Enormous time spent in developing

• Cash outflow

• Lead-time

 Mechanized Stone setting

• Found best suitable only for single design with more volumes

 Virtual stone setting

• Innovative Idea
 Challenges faced by the team

• No technical expertise within the country on mould setting

• Across the globe, no data available for this process

• No inputs available on the process parameters as well as

the master dimensions

• For the skilled manpower, threat of loosing the job

• Inconsistent Behavior of diamonds at high temperatures

resulting in huge loss

 Virtual stone setting process
CAM output Master Mould
CAD with VIRTUAL Waxing
STONE making cutting

Finished product Polishing Linking Casting

Virtual stone setting process
 Approach
Trials

60 trials conducted to validate the process for 3 months

Pilot Production

5 designs taken for pilot production feasibility

Regular Production

Existing designs taken up for conversion.

So far,16786 New Designs Completed and the

journey is on.
What makes this innovation so unique/different

 Deskilling of the most complex / highly skilled operation

 Developed with internal knowledge without any external consultancy

 Can not be copied by any one without the complete process details /

parameters

 With minimum investment, can reap huge benefits in terms of capacity

enhancement as well as reduction in cash outflow

 Also, resulting in enhanced customer satisfaction through elimination of

a major defect in customer returns.

 Patent application has been accepted by the Government of India

 Patent application number : 2371 \ CHE \ 2007

 Benefits
Customer

• Availability of more choice of new designs very often at stores.

• Speedy supply of single piece customer orders.

• Enhanced Setting quality and Diamond Glittering.

Employee

• Less Fatigue and High morale

• Joyful working atmosphere

• Enhanced creativity level

 Benefits...

Company

• Availability of enhanced capacity for New designs

•3000 No's / Annum to 12000 No's / Annum).

• Reduced Proto / Production lead-time (6 weeks to 2 weeks)

• Resources are deployed @ other Value added activities.

More Importantly,
Innovation at Zero Cost !!!!
 Impact of the innovation
This development has resulted in……

 Increase in productivity from 70% to 163%

 Reduction of
 Return per thousand from 6.75 % to Nil.

 Gold loss from 2.15% to 1.75%

 Stone loss from 1.25% to 0.20%

 Tools and consumables cost from Rs.21 to Rs.12 per product

 Mfg cost per NP from Rs.325 to Rs.212.

 Impact of the innovation

Cost savings trend – value in Cr.

12
10.37
10
8 6.91
6 5.07
4.0
4 3.13
2.13
2 0.96
0

Till Now, net saving : Rs 10.22 Cr

THANK ‘U’