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.
BrandBuzz
Nature’s Smallest Wonders Inspire Palmonas New Collection ODE To Nature
Crafted in 925 Sterling Silver With 14kt Gold Vermeil, The Collection Transforms Dragonflies, Beetles and Monsoon Landscapes Into Contemporary, Accessible Luxury
Inspired by the quiet wonders of the monsoon, Palmonas unveils ODE TO NATURE, a jewellery collection crafted in 925 Sterling Silver with 14kt gold vermeil. Drawing inspiration from dragonflies, beetles and other tiny creatures that emerge with the rains, the collection celebrates the beauty often overlooked in nature, transforming fleeting monsoon moments into wearable keepsakes. Staying true to Palmonas’ vision of making thoughtfully crafted jewellery more accessible, ODE TO NATUREbrings together premium materials, intricate craftsmanship and contemporary design.
Featuring earthy, smoky brown quartz and henna-green cubic zirconia, each piece reflects the rich colours of rain-soaked forests, dew-kissed leaves, and fresh growth after the rains. Baguette, pear, marquise and round-cut stones come together in delicate silhouettes inspired by wings, leaves and droplets, bringing the collection’s natural influences to life.
Speaking about the collection, Pallavi Mohadikar, Founder & CEO, Palmonas, said:
“The success of a collection isn’t just about how beautiful it looks. It’s about how people feel when they wear it. With ODE TO NATURE, we wanted to create jewellery that feels distinctive, beautifully crafted and easy to style, while remaining accessible. We believe our customers deserve both great design and accessibility. This collection reflects our commitment to creating jewellery that’s made to be worn, layered and loved every day.”
With ODE TO NATURE, Palmonas celebrates the beauty found in nature’s smallest details. Designed to move seamlessly from everyday moments to special occasions, the collection reflects the brand’s commitment to creating jewellery that combines elevated craftsmanship with accessible luxury.
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Kalyan Jewellers Unveils Akshaya Thanga Maligai (ATM) As Its First Regional Brand; Sivakarthikeyan Named Brand Ambassador
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