Thrissur: Kalyan Jewellers India Limited today announced the name, identity, and go-to-market strategy for its regional jewellery brand dedicated to the Tamil Nadu market. The new brand has been named Akshaya Thanga Maligai (ATM). The company had previously announced its intention to enter the regional/mass jewellery segment as a separate growth engine alongside Kalyan and Candere. Today marks the first time it has officially revealed the brand’s name, positioning, and launch market.
ATM will open its first showroom on 21 August 2026 at Panagal Park, T. Nagar, Chennai, one of the city’s most prominent retail destinations. A teaser campaign has already been launched in the market, and popular Tamil film actor Sivakarthikeyan has been appointed as the brand ambassador. This initiative aims to quickly build awareness for the new brand, particularly in a category where trust and strong local connect play a vital role in influencing customer purchase decisions.
The launch will expand Kalyan Jewellers India Limited’s addressable market by enabling the company to cater to customer segments that prefer regional jewellery brands. It will also complement the company’s existing Kalyan and Candere formats.
Unlike Kalyan’s nationwide retail format, ATM has been created specifically for a single state. The company said that its inventory will be specially curated to suit Tamil Nadu’s consumer preferences, with designs, weight ranges, and price points tailored to local festivals and buying occasions. Through this approach, ATM will compete directly with regional jewellery chains rather than replacing Kalyan’s existing store network in the state.
Ramesh Kalyanaraman, Executive Director, Kalyan Jewellers India Limited, said, “Akshaya Thanga Maligai reflects our belief that long-term growth opportunities emerge when businesses are built around genuine local preferences and cultural nuances. Tamil Nadu is one of India’s largest and most mature jewellery markets, making it the natural choice for our first regional brand. We are confident that by combining Kalyan Jewellers’ sourcing strengths, quality standards, and customer-centric approach with a distinctly Tamil identity, ATM is well positioned to establish a strong presence across the state through our franchise-led expansion model.”
The company intends to establish the concept successfully in Tamil Nadu before evaluating similar regional formats in other markets.
