CEO Of The Month | Chapter 8: Kuruvilla Markose - Architect of Titan’s Horological Ascent

In an industry where heritage brands and centuries-old ateliers define prestige, steering a modern watch division to both commercial success and cultural relevance demands more than executive acumen - it requires visionary leadership. Mr. Kuruvilla Markose, known within corporate corridors as Diny, embodies precisely that blend of strategic clarity and operational depth. As Chief Executive Officer - Watches, Titan Company Limited, Markose is charting a new chapter for India’s foremost watchmaker at a moment when the nation’s appetite for mechanical and premium timepieces is surging.

Educated in agriculture at Kerala Agricultural University and armed with an MBA from the Indian Institute of Foreign Trade, New Delhi, Markose has built a three-decade career across the Tata Group, hallmarked by his roles in FMCG, telecom, BPO, consulting, digital, retail and global expansion that readies him uniquely for the complexity of leading Titan’s watches and wearables business.

Early Foundations And Tata Odyssey

Markose’s professional journey commenced in the mid-1990s upon joining Tata Administrative Services in 1995, armed with a degree in Agriculture from Kerala Agricultural University and an MBA from the Indian Institute of Foreign Trade (IIFT), New Delhi. His initial role at Tata Consumer Products Limited immersed him in fast-moving consumer goods (FMCG), honing skills in consumer-centric strategies.

Subsequent positions at Tata Teleservices and Tata Business Support Services emphasized customer engagement and process optimization in telecom and BPO sectors. A pivotal stint at Tata Sons exposed him to over 100 Tata companies, fostering a panoramic view of conglomerate operations in consulting, digital, and retail domains.

Titan Trajectory: Digital Pioneer To Global Strategist

Markose transitioned to Titan in 2015 as Chief Digital Officer, where he spearheaded digital transformation initiatives that enhanced customer engagement through online platforms and advanced analytics. This laid the groundwork for e-commerce growth and data-driven retail innovations.

Promoted to CEO of the International Business Division, he orchestrated Titan’s global expansion across watches, jewelry, and eyecare, dramatically boosting international revenues from FY22 to FY25 amid presence in 25 countries including the Gulf, South Asia, and beyond.

In his current role as CEO of the Watches Division, Markose drives dual mandates: sustaining core performance in Titan’s 15-20 million annual output - commanding 50-60% of India’s traditional watch market, while pursuing premiumization and new ventures.

Expanding Horizons: Titan Watches Under Markose’s Leadership

Kuruvilla Markose has overseen remarkable growth in Titan’s Watches and Wearables division, propelling it toward a billion-dollar milestone amid India’s booming horology market.

Division Growth Metrics

 -  The Watches and Wearables segment achieved 17% year-over-year revenue growth to INR 45.9 billion (approximately $550 million) in FY25, driven by double-digit gains across brands.

​-  Analog watches, the division’s cornerstone, posted 13% domestic revenue growth in recent quarters, fueled by 12% volume increases and 8% rises in average selling prices, underscoring premiumization trends.

-  Titan maintains dominance with 50-60% of India’s traditional watch market and about 27% overall including wearables, producing over 15 million units annually toward a 20 million target.

​Strategic Premium Push

-  Under Markose, quarterly performances shone: Q4 FY25 saw consolidated Titan income surge 22% to INR 12,730 crore, with EBIT up 23% to INR 1,470 crore, analog revenues grew approx. 9% to approx. INR 787 crore.

-  Premium and luxury segments are accelerating above 30% growth, exemplified by rapid expansion in Titan Edge, Fastrack, and international brands exceeding INR 25,000 price points.

-  International revenues, bolstered during his prior role, continue to contribute as Titan eyes sustained double-digit CAGR, building horological capabilities from quartz to mechanical complexities.

What Sets Him Apart In Horology?

Kuruvilla Markose distinguishes himself through a rare fusion of Tata-honed operational rigor and adaptive foresight, navigating India’s contrasts of mass affordability and burgeoning luxury. His emphasis on analog watches as personality expressions, over smartwatches for formal occasions, resonates deeply in a market where Titan rivals East Asian and Swiss giants by volume alone.

Unlike siloed watch executives, his cross-sector expertise in FMCG, telecom, and digital equips him to blend high-volume quartz mastery (e.g., the ultra-thin Edge caliber) with aspirational mechanical forays, mirroring India's economic surge.

The Markose Method: What Makes Him Industry-Defining

In an age of commoditized design and fragmented watch markets, Markose stands apart through his disciplined focus on portfolio stratification, channel depth, and consumer segmentation:

-  Balanced Growth Vision: Under his leadership, Titan’s watches division has matured into a two-speed growth engine, balancing premiumization with robust mass-market offerings, ensuring brand ascension without alienating existing customers.

-  Retail Ecosystem Expansion: Markose has championed a broader and more nuanced retail network, expanding Helios Luxe and Titan World formats, and integrating digital channels seamlessly into traditional retail ecosystems.

-  Global Market Refinement: By concentrating international efforts in high-potential markets rather than broad but shallow penetration, Titan under Markose is transitioning from presence to penetration and relevance.

-  Consumer-Centric Product Strategy: His strategic push toward accessible luxury and premium analog segments anticipates and shapes evolving consumer preferences, particularly among aspirational younger cohorts.

This blend of strategic premiumization, digital fluency, and retail sophistication sets Markose apart as not just a business leader, but as a modern architect of brand influence in a category historically dominated by heritage houses.

Major Achievements

-  Pioneered Titan’s digital infrastructure as Chief Digital Officer, elevating online sales and analytics for enhanced consumer interaction.

-  Led international revenue surge from FY22-FY25 as CEO, International Business, expanding to 25 markets with brands like Nebula solid-gold pieces.

-  Oversaw Watches Division growth amid premium shift, achieving 24% unit sales rise and 28% analog watch uplift in recent quarters.

-  Championed Titan’s position as world’s fifth-largest watchmaker by volume (20 million units targeted annually), with 50% Indian market share.

The Distinction of Purpose

Kuruvilla Markose earns the mantle of CEO of Distinction by embodying Tata’s ethos of consumer trust and professional excellence, transforming Titan into an “Indian giant” poised for global reckoning - like postwar Japan or Korea. His vision positions watches not merely as timekeepers but cultural artifacts, fueling India’s luxury boom where UHNW individuals are set to multiply 50% by 2028, all while internalizing mechanical complications from tourbillons onward.