Teaching Note: Premiumization of jewellery: can Tanishq retain its glitter

Revanth Kumar Guttena is Associate Professor at School of Business, Woxsen University, Hyderabad, India. Revanth Kumar Guttena (grevanth.kumar@gmail.com; revanth.kumar@woxsen.edu.in) is an associate professor of marketing in the School of Business, Woxsen University, India. His research interests are co-creation, consumer behaviour, services marketing, social media, complexity theory and storytelling. He has published several papers in reputed international journals like the Journal of Product and Brand Management and the International journal of Bank Marketing.

Saradhi Gonela is based at School of Business, Woxsen University, Hyderabad, India. Saradhi Gonela (Saradhi.gonela@gmail.com) is associate professor of marketing in the school of Business, Woxsen University, India. His research interests are consumer behaviour, services marketing, digitization and de globalization. He has published several papers in Scopus and ABDC listed journals as well as cases studies in several arenas including Ivey and The Case Centre.

Kalyana Chakravarthi Jonnalagadda is based at School of Business, Woxsen University, Hyderabad, India. Kalyana Chakravarthi Jonnalagadda (i.cj@outlook.com) is a professor of practice in marketing in the school of Business, Woxsen University, India. His research interests are consumer behaviour, services marketing and brand management.