Titan strengthens retail operations during festival season with AWS Enterprise Support and AWS Countdown Premium

Dhanteras, a three-day festival that drives a significant share of annual jewellery sales in India, is one of Titan’s most business-critical retail periods. Across its 850 stores, point-of-sale (POS) and customer relationship management (CRM) applications play a critical role in processing transactions and serving customers efficiently.

In 2024, performance and scaling issues affected Titan’s POS and CRM systems during the festival peak, slowing transactions and requiring some stores to process sales manually. Long queues impacted the in-store experience, while a surge in support tickets placed additional pressure on the IT team.

Ahead of the 2025 festival season, Titan wanted greater visibility into system performance and a more proactive approach to identifying and resolving issues before they affected store operations or customers.

After the 2024 festival, Titan worked with its AWS Technical Account Manager to prepare for the following year’s Dhanteras event. Through discussions on improving operational readiness during peak sales periods, the team adopted AWS Countdown Premium, a proactive support offering that complements AWS Enterprise Support. Titan used the offering for architecture reviews, readiness assessments, and access to AWS engineers during the event. As Prem Kumar, digital transformation lead at Titan, notes, “The architecture reviews and dedicated AWS engineers aligned closely with our requirements. It was transparent and clear.”

Titan conducted an AWS Well-Architected Framework review across applications, databases, and supporting infrastructure. The team resized Amazon Elastic Compute Cloud (Amazon EC2) instances and Amazon Elastic Kubernetes Service (Amazon EKS) workloads, fine-tuned databases, and implemented additional observability measures to align infrastructure performance with expected peak demand. Titan also implemented Amazon CloudWatch to gain real-time visibility into system performance and configured API health checks to reduce downtime and mitigate business risk.

“Capacity planning with the AWS Countdown Premium team helped us model and scale infrastructure ahead of peak Dhanteras demand,” says Dona Manuel, IT executive at Titan.

During the event, AWS engineers monitored systems alongside Titan’s IT team and were ready to respond immediately to any issues. The AWS Technical Account Manager also helped implement enhanced monitoring of critical resources, helping teams identify and address potential issues earlier. A dedicated conference line allowed both teams to troubleshoot and resolve issues collaboratively throughout the festival. With deeper visibility into system performance, Titan’s teams were able to identify anomalies earlier and maintain smoother store operations during peak trading periods.

Jewelry sales across Titan stores increased by 10–15 percent during Dhanteras 2025, supported by improved system performance and scalability. Faster and more reliable transactions helped enhance customer experience and support revenue growth. “The recommendations and support from the AWS Countdown Premium and AWS Enterprise Support teams delivered a much smoother Dhanteras 2025—and increased sales by double figures,” says Kumar. With support tickets reduced by 50 percent, Titan’s IT team shifted focus from issue resolution to infrastructure optimization. Based on recommendations from AWS Countdown Premium engineers, the company reduced monthly cloud costs by around $10,000 and redirected savings toward further improvements in customer experience.

Titan applied the same approach during the Akshaya Tritiya festival in April 2026, another key period for gold and silver purchases in India. Store systems remained fast and reliable throughout the event, with AWS engineers supporting the Titan IT team in real time. “It was a successful bug-free day,” recalls Kumar, “almost boring.” He adds, “What can I say? AWS Countdown Premium works - and we’re looking forward to engaging with the team again.”