A method of reducing a titanium oxide in a solid state in an electrolytic cell which includes an anode, a cathode formed at least in part from the titanium oxide, and a molten electrolyte which includes cations of a metal that is capable of chemically reducing the cathode titanium oxide, which method includes operating the cell at a potential that is above a potential at which cations of the metal that is capable of chemically reducing the cathode titanium oxide deposit as the metal on the cathode, whereby the metal chemically reduces the cathode titanium oxide, and which method is characterised by refreshing the electrolyte and/or changing the cell potential in later stages of the operation of the cell as required having regard to the reactions occurring in the cell and the concentration of oxygen in the titanium oxide in the cell in order to produce high purity titanium.