Kalyan Jewellers Unveils Akshaya Thanga Maligai (ATM) as Its First Regional Jewellery Brand
Kalyan Jewellers India Limited has officially introduced Akshaya Thanga Maligai (ATM) as its first regional jewellery brand, marking a strategic expansion into the regional and mass-market jewellery segment. The brand will make its debut in Tamil Nadu, with the inaugural showroom set to open at Panagal Park, T. Nagar, Chennai, on 21 August 2026.
The company has also announced popular Tamil actor Sivakarthikeyan as the brand ambassador for ATM. A teaser campaign is already underway, aimed at building strong consumer awareness and establishing trust in one of India’s most competitive jewellery markets.
Kalyan Jewellers had previously indicated its plans to enter the regional jewellery segment as an additional growth pillar alongside its existing Kalyan and Candere brands. The unveiling of ATM marks the first public announcement of the new brand’s identity, positioning, and launch strategy.
Designed exclusively for the Tamil Nadu market, ATM adopts a distinctly regional approach, unlike Kalyan’s nationwide retail format. The brand’s jewellery collections will be carefully curated to reflect local tastes, traditions, occasions, preferred designs, weight preferences, and price points. This strategy positions ATM to compete directly with established regional jewellery retailers while complementing Kalyan Jewellers’ existing business.
Commenting on the launch, 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 first ATM outlet will be located in Chennai’s prominent jewellery hub of T. Nagar, with Kalyan Jewellers planning to expand the regional brand to five stores across Tamil Nadu by the end of the year.
Looking ahead, the company intends to strengthen ATM’s presence within Tamil Nadu before exploring similar region-specific jewellery formats in other Indian markets. By combining localised merchandising with Kalyan Jewellers’ established sourcing expertise and quality standards, the company aims to broaden its customer reach while addressing the unique preferences of regional consumers.
