Mia by Tanishq recalibrate focus on omnichannel and quick commerce as sales indicate positive signs  

With e-commerce contributing 5% of revenue and standalone stores growing sevenfold in three years, Mia is bridging online and offline shopping through innovations like ‘endless aisles’ and curated SKUs for quick commerce

Mumbai: Mia by Tanishq, the trendy jewellery brand from Titan Ltd., is making omnichannel and quick-commerce key priorities for its future growth. Sampurna Rakshit, Marketing & E-commerce Head at Titan Company Ltd., highlighted the brand’s strategy at the Ekam Inclusivity Summit, a joint event by the Retailers Association of India (RAI) and TRRAIN. 

According to Rakshit, omnichannel and quick commerce are integral to Mia’s business model. “For us, omni is a big priority. Quick commerce is also a big priority along with providing the best brand representation online,” she stated, emphasizing the importance of e-commerce as a critical touchpoint for consumers to interact with the brand. 

Mia by Tanishq, launched in 2011 to cater to working women with easy-to-wear, trendy jewellery, has a strong presence with 220 exclusive brand stores, over 400 Tanishq outlets, its own e-commerce platform, and listings on top marketplaces like Nykaa, Myntra, Tata CliQ, and Amazon. Recently, the brand expanded into quick commerce through partnerships with platforms like Flipkart Minute. 

Rakshit explained that while in-store purchases generally have a higher ticket size than online sales, e-commerce is quickly catching up. “The ticket sizes for quick commerce are much lower, below Rs 10,000, whereas average online purchases are around Rs 20,000,” she said. Despite this, she noted that some high-value items, including sets worth Rs 3-3.5 lakh, have been sold online. 

Currently, online sales contribute about 5% of Mia’s overall revenue, with plans to increase the brand’s online SKU offerings. Rakshit stressed the importance of e-commerce, explaining that many in-store customers do their research online before visiting a store, making it essential for the brand’s best products to be showcased on its digital platforms. 

The brand is also seeing significant growth in omnichannel sales, where customers explore products online and then connect with physical stores to complete their purchases. Mia has implemented a dedicated contact center to assist online buyers and is rapidly scaling its omnichannel team. “We are also training our stores on how to handle online leads—what to ask, how to close the lead,” Rakshit added, revealing that upcoming partnerships will further boost the brand’s omnichannel capabilities. 

Mia stores have “endless aisles,” offering inventory from multiple locations, so if a product is out of stock at one store, it can be sourced from another nearby store. While Mia currently operates separate inventories for online and offline channels due to the complexities of gold jewellery, the brand is working to streamline this process for quicker fulfillment. 

Mia’s quick-commerce debut was met with success, with products like coins selling out within two days. The brand plans to expand its quick-commerce offerings with a curated selection of five to six SKUs, including size-agnostic items like pendants and earrings. 

Top-selling products across platforms include diamonds, especially in Delhi, Mumbai, and Bengaluru, as well as stud earrings. Rakshit also noted strong sales in tier-2 cities, with collections like the Korean Hearts and Disco Collection—endorsed by Bollywood icon Zeenat Aman—proving particularly successful. 

In the past three years, Mia’s revenue has tripled, and the brand’s standalone store count has grown sevenfold. “We hope to sustain this growth trajectory in the coming years,” Rakshit concluded. 
 

Retail Jeweller India News