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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.

Published

3 months ago

July 31, 2026

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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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Augmont Launches Nationwide ‘Gold SIP Pe Silver SIP Free’ Campaign

Its India’s First Ever Offer In Which Customers Can Start A New Gold SIP and Get An Equal Number Of Grams In Silver SIP FREE, Subject To Completing One Year Of Uninterrupted Investments

Published

23 hours ago

November 5, 2026

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Augmont, India’s No.1 Gold & Silver Platform, has launched a nationwide campaign titled ‘Gold SIP Pe Silver SIP Free’, offering customers an opportunity to invest in gold and receive an equivalent quantity of silver through a complimentary Silver SIP.

As part of the limited-period festive offer, customers who initiate a new Gold Systematic Investment Plan (SIP) during November 2026 will be eligible to receive an equal number of grams in Silver SIP, at no additional cost. The complimentary Silver SIP will be awarded upon the successful completion of one full year of the Gold SIP without any breaks, encouraging customers to maintain investment discipline and build a long-term precious metals portfolio.

The launch is timed with Dhanteras and Diwali, traditionally regarded as the most auspicious period of the year to buy gold and begin new investments. Starting a Gold SIP, this festive season lets customers carry this tradition forward in a modern, disciplined way, with saving formats starting at just Rs 10 per day.

Augmont’s Gold SIP enables customers to accumulate 24K 999 pure gold through small, regular contributions on a daily, weekly or monthly basis. Customers can start Gold SIP from augmont.com or Augmont mobile app anytime, anywhere. Every gram purchased is backed by physical gold stored in secure, insured vaults, while systematic investing helps customers average out price fluctuations over time. Customers can sell their holdings online at any time or convert them into gold coins and jewellery delivered to their doorstep.

The campaign will be supported by an extensive nationwide Above-The-Line (ATL) and digital marketing initiative. The multi-platform campaign will span prominent consumer touchpoints, including PVR INOX cinemas, Barista & Café Coffee Day outlets, out-of-home (OOH) advertising, railway stations and trains, alongside performance marketing initiatives.

With this campaign, Augmont aims to make precious metals investment more engaging and accessible while encouraging consumers to explore both gold and silver as part of their long-term investment approach. The initiative also seeks to leverage the festive and wedding season, when consumer interest in precious metals traditionally gains momentum.

Through this campaign, Augmont aims to strengthen awareness around systematic investments in precious metals and reinforce the growing relevance of digital gold and silver as accessible investment avenues.