- Kalyan Jewellers unveiled its new regional jewellery brand, Akshaya Thanga Maligai (ATM), on July 31, 2026, with plans to cater specifically to the Tamil Nadu market.
- The first showroom for ATM is set to open at Panagal Park, T Nagar, Chennai on August 21, 2026, marking a significant expansion for Kalyan Jewellers.
- Sivakarthikeyan has been signed as the brand ambassador for ATM, as part of a teaser campaign aimed at building brand recognition.
- Kalyan Jewellers has earmarked around ₹330 crore for the development of the ATM brand, indicating a strong commitment to its success.
- The company plans to open five stores in Tamil Nadu this year, with inventory specifically curated for local preferences.
- Kalyan Jewellers opened its first store outside Kerala in Coimbatore in 2004, marking the beginning of its expansion beyond its home state.
- Once the ATM brand is established, Kalyan Jewellers plans to evaluate similar state-specific brands in other markets, indicating a broader strategy for regional expansion.
Kalyan Jewellers has officially launched its Tamil Nadu-centric brand, Akshaya Thanga Maligai (ATM), aiming to cater to the region's unique jewellery preferences. The first showroom will open in Chennai's Panagal Park on August 21, 2026, with plans for five stores in the state this year.1236
The brand is designed to compete with established local jewellery chains by offering inventory tailored to Tamil Nadu's cultural and purchasing habits. Ramesh Kalyanaraman, Executive Director of Kalyan Jewellers, stated, “ATM reflects our belief that regional markets offer significant long-term growth opportunities when approached with a truly local proposition.”
The company has allocated approximately ₹330 crore for the new brand, which will feature hallmarked gold and certified diamond jewellery specifically curated for local consumer preferences. This strategic move is expected to expand Kalyan Jewellers' addressable market by tapping into customer segments that favor locally positioned brands.5
Kalyan Jewellers, which opened its first store outside Kerala in Coimbatore in 2004, currently operates 38 stores in Tamil Nadu, including five Candere stores. The launch of ATM marks a significant step in the company's franchise-led expansion model, with plans to evaluate similar regional formats in other markets once the brand is established.7
“We believe ATM is well positioned to build meaningful scale across the state,” Kalyanaraman added, emphasizing the brand's commitment to local identity and quality standards.
“Ramesh Kalyanaraman, Executive Director, said Tamil Nadu is one of India's largest and most evolved jewellery markets, making it the natural first regional brand. The company has earmarked around Rs 330 crore for ATM and plans to evaluate similar state-specific brands once the format is established.”
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