Titan Expands Middle East Reach with Damas Deal
Titan Company has struck a deal to acquire a 67% stake in Dubai-headquartered luxury jeweller Damas from Qatar-based Mannai Corporation in a transaction valued at 1.04 billion dirhams, or approximately $283.2 million. The move is poised to significantly strengthen Titan's footprint in the Gulf region, positioning the Tata Group company among the largest subcontinent-origin jewellery players operating in the Middle East.
The acquisition agreement, announced on Monday, marks a pivotal expansion for Titan beyond its current presence in the UAE, where it has operated under the Tanishq brand since October 2020. The transaction is expected to close by 31 January 2026, subject to regulatory approvals and customary closing conditions. Titan will also retain an option to purchase the remaining 33% equity in Damas after 31 December 2029, effectively laying the groundwork for full ownership over time.
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The deal will give Titan direct access to Damas' well-established network of 146 outlets across the six Gulf Cooperation Council nations — United Arab Emirates, Saudi Arabia, Qatar, Oman, Kuwait, and Bahrain. With only seven Titan-operated Tanishq stores currently open in the region, the acquisition presents a strategic leap in scale, market share, and regional brand visibility for the Bengaluru-based jeweller.
Damas, founded in 1907, is one of the most recognisable names in the Middle East's luxury jewellery market. It has developed a reputation for catering to the region's taste for high-end gold and diamond jewellery, and is known for its broad in-house product range and partnerships with international luxury brands. Mannai Corporation, which has owned Damas since 2012, has been looking to streamline its portfolio, prompting the divestment.
For Titan, the acquisition offers both a fast-track into the premium Gulf retail market and an opportunity to accelerate synergies across procurement, branding, and customer experience. The company is expected to retain Damas' brand identity and existing management structure, allowing the Dubai-based business to continue leveraging its established reputation while benefitting from Titan's supply chain and operational expertise.
The Middle East has been a target market for Titan's international ambitions, driven by the strong presence of the South Asian diaspora and a deep-rooted cultural affinity for gold. The GCC region's jewellery market is estimated to be worth over $10 billion, with gold accounting for a large share of consumer demand. Analysts view Titan's acquisition of Damas as a strategically sound move in an environment where cross-border consolidation is becoming increasingly common in luxury retail.
Titan has grown to become one of the most dominant jewellery retailers in South Asia through its flagship brand Tanishq, which is positioned as an accessible luxury label offering a blend of traditional and contemporary designs. The company also operates sub-brands such as Mia and Zoya, each catering to specific consumer segments. Over the past decade, Titan has expanded into new domestic categories and entered select global markets, but the Damas deal marks its most ambitious international push yet.
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The acquisition is being viewed by market observers as a significant play within the broader Tata Group strategy of boosting global brand equity across consumer-facing businesses. Following the group's international expansions in hospitality, automotive, and technology, Titan's move consolidates Tata's multi-sectoral presence in the Gulf and taps into a region with rising demand for premium lifestyle offerings.
Financial analysts have underscored the deal's strategic value, citing Damas' established customer base and premium positioning, which could drive faster break-even timelines than greenfield expansion. Furthermore, the GCC's favourable demographic trends and consistent gold demand have added to investor optimism around the deal's long-term prospects.
Despite geopolitical uncertainty and fluctuations in gold prices, jewellery retail in the Gulf continues to enjoy high volumes due to cultural norms and steady tourist inflows, especially in the UAE. Titan's increased footprint through Damas will place it in a better position to cater not just to residents but also international shoppers across the region's major commercial and tourist hubs.
Titan has confirmed that the acquisition will be funded through internal accruals and debt, with no equity dilution expected in the near term. The company's board has approved the investment, and the transaction is aligned with its long-term capital allocation strategy.
Executives at Titan have expressed confidence in Damas' future growth trajectory and have indicated that the company will invest further in marketing, store refurbishment, and digital initiatives to modernise the customer journey. Damas' product portfolio, which includes bridal sets, heritage pieces, and limited-edition designs, will remain intact as Titan aims to preserve the local flavour while infusing global best practices.
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