Kalyan Jewellers India Limited has announced the launch of Akshaya Thanga Maligai (ATM), its first regional jewellery brand, marking its entry into the regional jewellery retail segment. The company unveiled the brand's identity, positioning and go-to-market strategy on July 31, with Tamil Nadu chosen as its launch market.

The first ATM showroom will open on August 21, 2026, at Panagal Park, T Nagar, Chennai. The company has also appointed Tamil film actor Sivakarthikeyan as the brand ambassador, while a teaser campaign has already commenced in the market.

According to the company, ATM expands Kalyan Jewellers' multi-brand portfolio, which currently includes Kalyan Jewellers and Candere. The regional brand has been developed specifically for Tamil Nadu, targeting customer segments that prefer locally positioned jewellery retailers.

Unlike Kalyan Jewellers' pan-India retail format, ATM will offer product assortments curated for Tamil Nadu consumers, with designs, weights and price points aligned to regional buying preferences and occasions. The company stated that the brand is intended to compete with established regional jewellery chains while complementing its existing retail formats.

Rajesh Kalyanaraman of 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 plans to expand the brand to five stores across Tamil Nadu during 2026. It also stated that it intends to establish the concept in the state before evaluating similar regional formats in other markets. ATM will offer hallmarked gold and certified diamond jewellery and will be supported by Kalyan Jewellers' sourcing, retail and quality assurance systems. The company said the new brand is designed to cater to customers who currently shop with regional and local jewellery chains.