Bengaluru – July 31, 2026: 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.
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.
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.
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.
Ramesh 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.”
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).
