Mia wants to sharpen its positioning as precious jewellery with an excellent range of product designs
Shyamala Ramanan, Business Head, Mia
The financial year 2020-21 has seen us go on a roller coaster ride. There have been some lows but with every low there was a new discovery, a new way of doing business that both we and our customers realised. The highs have been the continued love and patronage our customers have showered on us through this year.
For 21-22 our focus is largely to continue to do things we do well – introduce trending collections at a set frequency to keep our muse up to date with her daily essentials. Our products will continue to be design differentiated, lightweight and a play of gold and diamonds that are versatile in its use.
Mia wants to sharpen its positioning as precious jewellery with an excellent range of product designs. The collections we introduce will continue to be an extension of her self-expression and individuality.
The mall stores are showing positive signs of recovery and we will be looking at revamping some of our stand alone stores to pamper our customers with our retail experience. We will continue to compliment the Tanishq product portfolio within the Tanishq stores.
We have learnt new ways of connecting with our customers digitally, so we will strengthen some of these initiatives. We are in the process of enhancing our customer experience on our website.
Signing on MithilaPalkar as our Brand ambassador has been a high point this year and both, we and our customers, love and connect with her and her ideals. We believe she epitomises the Mia woman with a strong independent identity and space she has carved for herself. We will continue to build on our brand with her and continue to endear ourselves to our customers.
Coming to promotions, we will continue to focus more on digital led campaigns as that’s where our customers are. In the last couple of campaigns we have seen this strategy working to generate traction for the brand.
Overall we have taken a positive outlook to the year ahead keeping in line with our brand ethos.