Kalyan Jewellers has expanded its retail portfolio with the launch of Akshaya Thanga Maligai (ATM), its first region-specific jewellery brand, created exclusively for customers in Tamil Nadu. To strengthen the brand’s local appeal, the company has also announced popular Tamil actor Sivakarthikeyan as the inaugural brand ambassador.
The first ATM showroom is set to open on 21 August at Panagal Park, T. Nagar, Chennai, one of the country’s most prominent jewellery shopping destinations. The retailer aims to leverage Sivakarthikeyan’s widespread popularity to build a strong emotional connection with consumers and establish trust in the new regional brand.
Commenting on the launch, Ramesh Kalyanaraman, Executive Director of Kalyan Jewellers India Limited, said the initiative reflects the company’s strategy of tapping high-potential regional markets through locally relevant offerings. He noted that Tamil Nadu, known for its mature and vibrant jewellery market, was the ideal location to introduce Kalyan’s first dedicated regional brand.
While drawing on Kalyan Jewellers’ established strengths in sourcing, quality assurance and customer service, Akshaya Thanga Maligai will feature collections specially designed for Tamil Nadu customers. The jewellery assortment will focus on regional tastes, cultural traditions and purchasing preferences, with designs, weight ranges and pricing tailored to local demand.
The new brand joins Kalyan Jewellers’ existing portfolio alongside Kalyan Jewellers and Candere, enabling the company to expand its presence in the regional mass-market jewellery segment. Growth of the brand will primarily follow a franchise-led expansion model, and after establishing a strong foothold in Tamil Nadu, Kalyan Jewellers plans to evaluate similar regional brand concepts in other parts of India.
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