BrandBuzz
First Love, First Inspiration- Kumari Fine Jewellery Unveils Its Mother’s Day Tribute
Through its heartfelt “Your First Inspiration” campaign, Kumari Fine Jewellery celebrates mothers as the original muses who shape Our Sense Of Beauty, Strength, And Identity, While Spotlighting Its Expressive Abstract Collection and Special Mother’s Day Offers.
This Mother’s Day, Kumari Fine Jewellery unveils its latest campaign, “Your First Inspiration,” shifting the lens to the woman who serves as our very first encounter with style, strength, and substance. Before we looked to the world for influence, we looked to her. The campaign celebrates the mother as the primary root of our identities, the woman whose subtle gestures and definitive choices shaped the way we see the world.
The narrative is built on the realisation that a mother’s influence is often our first lesson in grace. From the way she carried herself to the quiet confidence in her decisions, she became the blueprint for who we aspired to be. “Your First Inspiration” is a tribute to that foundational bond, acknowledging that our own sense of self is a reflection of the light she first cast.
Supriya Kataria, Founder, Kumari Fine Jewellery says:
“As a mother and a founder, I recognise that our children don’t just observe what we do; they absorb who we are. With this campaign, we honor the mother as the original muse. She is the first person to show us what it means to be inspired, and our pieces are designed to reflect that enduring influence — a tribute to the woman who shaped our very first ideas of beauty and strength.”
To celebrate this profound connection, Kumari is highlighting its Abstract Collection. Featuring non-linear and avant-garde forms, these pieces mirror the intricate ways a mother’s influence weaves through our lives. Launching across all digital platforms, the campaign invites you to honor your first inspiration with a gift that matches her unique legacy.
To mark the occasion, Kumari Fine Jewellery is also extending a limited-period Mother’s Day offering, with a flat 20% off on diamond prices and 10% off on making charges, encouraging customers to celebrate her with thoughtful, lasting gifts.
BrandBuzz
Kalyan Jewellers Unveils Akshaya Thanga Maligai (ATM) As Its First Regional Brand; Sivakarthikeyan Named Brand Ambassador
First Showroom To Open At Panagal Park, T Nagar, Chennai On August 21; Company To Scale To 5 Stores In The State This Year.
Kalyan Jewellers India Limited (NSE: KALYANKJIL, BSE: 543278) today unveiled the name, identity and go-to-market plan for its regional jewellery brand – Akshaya Thanga Maligai (ATM) – with Tamil Nadu as its market. The company had flagged its intent to enter the regional/mass jewellery segment as a distinct growth engine, alongside Kalyan and Candere, in earlier conversations; today’s announcement is the first time the brand’s name, positioning and launch market have been made public.
ATM will open its first showroom at Panagal Park, T Nagar, Chennai’s most prominent jewellery retail catchment, on August 21, 2026. A teaser campaign has already begun in the market, and the company has signed Tamil film actor Sivakarthikeyan as brand ambassador, a move aimed at building rapid recall for a new-to-market name in a category where trust and local affinity drive purchase decisions.
The launch expands KJIL’s addressable market by enabling the company to participate in customer segments that exhibit a strong preference for locally positioned jewellery brands, while complementing the existing Kalyan and Candere formats.
Unlike Kalyan’s pan-India format, ATM has been built ground-up for a single state. The company said inventory will be curated specifically for Tamil Nadu preferences with designs, weights and price points aligned to regional occasions and buying patterns, thus positioning ATM to compete directly with entrenched regional jewellery chains rather than Kalyan’s own store network.
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 company intends to establish the concept in Tamil Nadu before evaluating similar regional formats in other markets.
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