The first showroom under the ATM brand will open at Panagal Park in T. Nagar, Chennai, on August 21, 2026
Thrissur: Kalyan Jewellers has announced the launch of its regional jewellery brand, ‘Akshaya Thanga Maligai’ (ATM), meant specifically for the Tamil Nadu market. ATM is meant to serve regional design and occasion-led demand with hallmarked gold and certified diamond jewellery.
The company had previously indicated its plans to enter the regional jewellery segment as a separate growth driver alongside its existing brands, Kalyan Jewellers and Candere. This is the first time that the new brand’s name, identity and market strategy have been made public.
The first showroom under the ATM brand will open at Panagal Park in T. Nagar, Chennai, on August 21, 2026. The company has appointed actor Sivakarthikeyan as brand ambassador to support visibility and recognition in the market, and launched a campaign film ahead of the formal launch.
The introduction of ATM allows Kalyan Jewellers to expand its reach into customer segments that prefer region-focused jewellery offerings. The new format is designed to operate alongside the company’s existing brands while addressing demand patterns specific to Tamil Nadu.
Unlike the company’s pan-India format, ATM has been developed for a single State. Kalyan Jewellers stated that inventory for the brand will be curated based on regional preferences, including design, weight and price considerations linked to local buying behaviour and occasions. The brand is positioned to compete with regional jewellery chains operating within the State.
Rajesh Kalyanaraman, Executive Director, Kalyan Jewellers, 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 establish the brand in Tamil Nadu before considering similar regional formats in other markets.
Headquartered in Thrissur in Kerala, Kalyan Jewellers is one of the largest jewellery retailers in India with a presence in the Middle East, the UK and the USA. It has over 400 showrooms across India, the UAE, Kuwait, Qatar, Oman, the USA and the UK.
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