These units, described as shop-on-wheels or compact kiosk-like set-ups resembling an ATM box, are designed to serve as mobile jewellery stores in smaller towns where the brand lacks a retail presence
Chennai: Leading jewellery retailer Tanishq is taking an innovative approach to expand its reach and strengthen its sub-brand, Mia, in smaller towns where it currently lacks a retail presence.
By introducing mobile jewellery stores for Mia by Tanishq, the company is targeting smaller towns and cities, aiming to bring its collections closer to consumers in these untapped markets.
These mobile units, described as shop-on-wheels or compact kiosk-like set-ups resembling an ATM box, are designed to serve as pop-up stores. According to a news report in the Hindu Businessline, Sanjay Bhattacharjee, Head of Retail at Mia by Tanishq, said, “The idea is to create temporary pop-up stores at different locations where people can buy our jewellery.”
By setting up these pop-up stores for a week at a time, Tanishq will not only enable locals to experience the brand but also gather insights about customer preferences and market viability. “This initiative gives us the dual benefit of offering access to customers and evaluating the feasibility of opening a permanent outlet in these towns,” Bhattacharjee added.
Currently, Mia by Tanishq has 216 stores, including 27 outlets in Tamil Nadu and 15 in Chennai. With a goal of significantly expanding its footprint, Tanishq aims to increase the number of Mia by Tanishq stores to 300 by March 31, 2026.
The mobile retail initiative is a step towards reaching new markets and tapping into the aspirations of consumers in smaller towns, further solidifying Mia’s position as a versatile and accessible jewellery brand.
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