Kalyan Jewellers Launches Regional Brand ‘ATM’ in Tamil Nadu

Kalyan Jewellers India Limited has officially unveiled its first regional jewellery brand, ‘Akshaya Thanga Maligai’ (ATM), along with its brand logo and marketing strategy, choosing Tamil Nadu as its primary market. While the company had previously announced its entry into the regional or mass jewellery segment alongside its existing Kalyan and Candere brands, this marks the first time the brand name, market positioning, and operational details have been publicly revealed. The brand’s first showroom will open on August 21, 2026, at Panagal Park in T. Nagar, Chennai’s prominent jewellery hub, with a teaser campaign already underway in the market. To connect rapidly with consumers in this trust- and locality-driven segment, popular Tamil actor Sivakarthikeyan has been appointed as the brand ambassador.

Strategic Expansion and Localized Design Approach:
Unlike Kalyan Jewellers’ pan-India store network, the ATM brand has been specifically tailored for a single state. Designed to match Tamil Nadu’s unique cultural preferences, festive traditions, and purchasing habits, the brand offers lightweight, affordable jewellery collections. This strategic positioning allows ATM to avoid internal competition with Kalyan Jewellers’ own stores while directly competing with established local legacy jewellery brands in Tamil Nadu. The company aims to scale the brand through a franchise model, targeting the opening of 5 stores across Tamil Nadu within the year 2026 before exploring similar regional models in other states.

Leadership Perspectives on Regional Growth:
Ramesh Kalyanaraman, Executive Director of Kalyan Jewellers India Limited, stated, “Akshaya Thanga Maligai reflects our firm belief that deep local integration drives long-term growth in regional markets. India’s vibrant and modern Tamil Nadu jewellery market serves as the ideal launchpad for our first regional brand. By combining authentic Tamil traditions with Kalyan Jewellers’ trusted quality standards and customer-first approach, ATM is ideally positioned to expand successfully across the state through a franchise model.”