In 1998, Tanishq faced significant losses despite having 14 stores. A team led by Vasant Nangia identified 'under-caratage' as a key issue in the jewellery market. They introduced an x-ray fluorescence machine, the karatmeter, to test gold purity in stores, exposing widespread malpractice among family jewellers. A compelling print campaign in Indore highlighted this. The initiative quickly garnered consumer trust, turning Tanishq into a profitable venture and leading a transformation in the Indian organized jewellery industry.