# The Man Behind Titan: Who Was Xerxes Desai — The Real Visionary That Inspired Jim Sarbh in Made in India: A Titan Story

URL: https://technosports.co.in/the-man-behind-titan-who-was-xerxes-desai/  
Published: 2026-06-09  
Updated: 2026-06-09  
Author: Reetam Bodhak

Every iconic brand has an untold story behind it. For Titan — the watch on millions of Indian wrists — that story belongs to one remarkable man: **Xerxes Desai**. With *Made in India: A Titan Story* now streaming and generating serious buzz, here’s everything you need to know about the real business titan who made it all possible.

For more OTT and Bollywood coverage, visit [TechnoSports Entertainment](https://www.technosports.co.in).

## Xerxes Desai — Overview

| Detail | Info |
| --- | --- |
| Born | 1937 |
| Community | Parsi |
| Education | Elphinstone College (Mumbai) + Oxford University |
| Joined Tata Group | 1961 |
| Founded Titan | 1986 |
| Retired | 2002 |
| Passed Away | 2016, Bengaluru |
| Portrayed by | Jim Sarbh |

## From Oxford to the Tata Group

Born in 1937, Xerxes Desai hailed from a Parsi family. He completed his graduation at Elphinstone College (Mumbai University) and Oxford University before joining the Tata Group in 1961. A man of impeccable academic pedigree, Desai brought intellectual rigour and a restless drive to everything he touched — qualities that would define Titan’s meteoric rise.

![](https://technosports.co.in/wp-content/uploads/2026/06/xersrsrs-1024x576.webp)

## The Idea That Changed Indian Timekeeping

In the 1970s, J.R.D Tata challenged Xerxes Desai to find a solution for the financial losses of Tata Press. Desai went head-to-head with the problem and soon came up with the idea of luxury . Initially, Tata wasn’t much in favour of the watch business, but Desai not only convinced him but also the board.

That conviction — to stake a career on an untested idea in a country that imported most of its watches — was the bet that changed Indian consumer history.

Xerxes Desai founded Titan as a joint venture between the Tata Group and the Tamil Nadu Industrial Development Corporation (TIDCO) in 1986, located in Tamil Nadu’s Hosur. The visionary businessman introduced quartz watches in India, and it soon became a household name. He later challenged his engineers to make the world’s thinnest watch, Titan Edge, which they finally achieved in 2002.

The [Tata Group](https://en.wikipedia.org/wiki/Tata_Group), already one of India’s most respected conglomerates, found in Desai a leader who extended its reach into everyday Indian life in a way few had imagined.

## Beyond Watches — The Birth of Tanishq

After making Titan a world-class watchmaking company, Desai went on to introduce a jewellery brand, Tanishq. Today, Tanishq is India’s most trusted jewellery brand — yet another empire born from his vision. One man, two household names. That’s a legacy few can claim.

## The Show — *Made in India: A Titan Story*

The 6-episode series forays into the origin story of India’s most successful consumer brand, Titan. Actor Jim Sarbh, best known for *Padmaavat*, *Rocket Boys*, and *Taish*, essayed the character of Xerxes Desai, while Naseeruddin Shah played J.R.D. Tata.

The show is based on Vinay Kamath’s book *Titan: Inside India’s Most Successful Consumer Brand* and is helmed by Robie Grewal. It is now streaming on Amazon MX Player. \

Watch the best OTT releases this week at [TechnoSports](https://www.technosports.co.in).

## FAQs

### **Q: Who was Xerxes Desai and what did he do?**

 Xerxes Desai was the founder of Titan Company, who joined the Tata Group in 1961 and built India’s most iconic watch brand from scratch in 1986 — later also launching the jewellery brand Tanishq before retiring in 2002.

### **Q: Who plays Xerxes Desai in Made in India: A Titan Story?**

 Actor Jim Sarbh, known for his acclaimed roles in *Rocket Boys* and *Padmaavat*, portrays Xerxes Desai in the 6-episode OTT series streaming on Amazon MX Player, with Naseeruddin Shah playing J.R.D. Tata.