Thrissur: Kalyan Jewellers India Limited has unveiled the identity and market strategy for its first regional jewellery brand, Akshaya Thanga Maligai (ATM), marking a new expansion direction for the company’s multi-brand retail strategy.
The Tamil Nadu-focused brand will make its retail debut with its first showroom at Panagal Park, T Nagar, Chennai, one of the city’s most prominent jewellery retail destinations, on 21 August 2026. The company has also announced plans to scale ATM’s presence to five stores across Tamil Nadu during the year.
To establish a strong regional connect, Kalyan Jewellers has signed popular Tamil film actor Sivakarthikeyan as the face of Akshaya Thanga Maligai. The association aims to build brand recognition in a market where local identity, trust and customer relationships play an important role in jewellery purchasing decisions.
Unlike Kalyan Jewellers’ existing pan-India retail format, ATM has been developed as a brand specifically designed for Tamil Nadu consumers. The company stated that the brand’s collections will focus on regional preferences, including designs, jewellery weights and price points aligned with local occasions and buying patterns.
The launch represents Kalyan Jewellers’ entry into the regional and mass jewellery segment through a dedicated identity, complementing its existing brands — Kalyan Jewellers and Candere.
According to the company, ATM aims to compete with established regional jewellery chains by offering a locally relevant proposition supported by Kalyan Jewellers’ sourcing capabilities, quality systems and retail expertise.
Commenting on the launch, Rajesh Kalyanaraman, Executive Director, Kalyan Jewellers India Limited, said, “Akshaya Thanga Maligai reflects our belief that regional markets offer significant long-term growth opportunities when approached with a truly local proposition. Tamil Nadu is one of India’s largest and most evolved jewellery markets, making it the natural choice for our first regional brand.”
He added that by combining a distinctly Tamil identity with Kalyan Jewellers’ quality standards and customer-first approach, ATM aims to build meaningful scale across the state through a franchise-led expansion model.
The introduction of Akshaya Thanga Maligai strengthens Kalyan Jewellers’ broader retail strategy of operating multiple brands catering to different consumer segments.
While Kalyan Jewellers continues to operate as the company’s mass-premium, pan-India jewellery brand, Candere focuses on lifestyle and omni-channel jewellery retail. ATM has been positioned as a regional brand catering specifically to Tamil Nadu’s jewellery preferences.
The company plans to establish ATM’s presence in Tamil Nadu before evaluating similar regional brand formats in other markets.
Akshaya Thanga Maligai is a Tamil Nadu-focused jewellery brand from the house of Kalyan Jewellers. The brand will offer hallmarked gold and certified diamond jewellery, supported by Kalyan Jewellers’ retail infrastructure, sourcing network and quality assurance systems.
With this launch, Kalyan Jewellers aims to strengthen its presence among customers who traditionally prefer regional jewellery brands while combining local relevance with the trust and operational capabilities of a large organised jewellery retailer.
