Kalyan Jewellers has announced a significant expansion of its retail strategy with the launch of Akshaya Thanga Maligai (ATM), its first regional jewellery brand dedicated to the Tamil Nadu market. The initiative marks the company’s entry into the regional jewellery segment while complementing its existing Kalyan and Candere brands, with the inaugural showroom set to open in Chennai on August 21, 2026.
Quick Summary
- Kalyan Jewellers has unveiled Akshaya Thanga Maligai (ATM) as its first regional jewellery brand.
- Tamil Nadu has been selected as the launch market.
- The first showroom will open at Panagal Park, T Nagar, Chennai on August 21, 2026.
- Tamil actor Sivakarthikeyan has been appointed as the brand ambassador.
- The company plans to expand to five stores in Tamil Nadu this year.
- ATM is designed specifically for Tamil Nadu’s regional jewellery preferences.
- The brand will complement Kalyan Jewellers and Candere in the company’s portfolio.
First showroom to open at Panagal Park, T Nagar, Chennai on August 21; company to scale to 5 stores in the state this year.
Kalyan Jewellers India Limited (NSE: KALYANKJIL, BSE: 543278) today unveiled the name, identity and go-to-market plan for its regional jewellery brand – Akshaya Thanga Maligai (ATM) – with Tamil Nadu as its market. The company had flagged its intent to enter the regional/mass jewellery segment as a distinct growth engine, alongside Kalyan and Candere, in earlier conversations; today’s announcement is the first time the brand’s name, positioning and launch market have been made public.
Brand Ambassador and Launch Strategy
ATM will open its first showroom at Panagal Park, T Nagar, Chennai’s most prominent jewellery retail catchment, on August 21, 2026. A teaser campaign has already begun in the market, and the company has signed Tamil film actor Sivakarthikeyan as brand ambassador, a move aimed at building rapid recall for a new-to-market name in a category where trust and local affinity drive purchase decisions.
Expanding the Addressable Market
The launch expands KJIL’s addressable market by enabling the company to participate in customer segments that exhibit a strong preference for locally positioned jewellery brands, while complementing the existing Kalyan and Candere formats.
Built Specifically for Tamil Nadu
Unlike Kalyan’s pan-India format, ATM has been built ground-up for a single state. The company said inventory will be curated specifically for Tamil Nadu preferences with designs, weights and price points aligned to regional occasions and buying patterns, thus positioning ATM to compete directly with entrenched regional jewellery chains rather than Kalyan’s own store network.
Leadership Commentary
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. By combining a distinctly Tamil identity with Kalyan Jewellers’ sourcing capabilities, quality standards and customer-first approach, we believe ATM is well positioned to build meaningful scale across the state through our franchise-led expansion model.”
Future Expansion Plans
The company intends to establish the concept in Tamil Nadu before evaluating similar regional formats in other markets.
About Akshaya Thanga Maligai (ATM)
Akshaya Thanga Maligai is a Tamil Nadu-focused jewellery brand from the house of Kalyan Jewellers, built to serve regional design and occasion-led demand with hallmarked gold and certified diamond jewellery. The brand is backed by Kalyan Jewellers’ retail scale, sourcing and quality-assurance systems, ATM will cater to customers who currently shop with regional and local jewellery chains.
About Kalyan Jewellers India Limited
Kalyan Jewellers is one of India’s largest jewellery retailers, with a network of showrooms across India and international markets including the Middle East and the UK. The company operates a multi-brand portfolio spanning Kalyan Jewellers (mass-premium, Pan-India), Candere Lifestyle Jewellery (Omni-channel), and now Akshaya Thanga Maligai (Tamil regional).
FAQs
What is Akshaya Thanga Maligai (ATM)?
Akshaya Thanga Maligai (ATM) is Kalyan Jewellers’ first regional jewellery brand, launched exclusively for the Tamil Nadu market.
Where will the first ATM showroom open?
The first showroom will open at Panagal Park, T Nagar, Chennai on August 21, 2026.
Who is the brand ambassador for ATM?
Tamil film actor Sivakarthikeyan has been appointed as the brand ambassador.
Why is Kalyan Jewellers launching a regional brand?
The company aims to serve customer segments that prefer locally positioned jewellery brands while expanding its overall market reach.
Will ATM expand beyond Tamil Nadu?
Kalyan Jewellers intends to establish the concept in Tamil Nadu before evaluating expansion into other regional markets.
Source: SVAR Media Network
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