The new logo for Akshaya Thanga Maligai by Kalyan Jewellers – Kalyan Jewellers

On Friday, Kalyan Jewellers launched ‘Akshaya Thanga Maligai’ as its first regional jewellery brand for the Tamil Nadu market and signed Tamil film actor Sivakarthikeyan as the label’s first brand ambassador.

 
Abbreviated to ‘ATM,’ the brand will open its first physical store in Panagal Park at T Nagar, a prominent jewellery retail district in Chennai. Ahead of the space’s official opening, which is scheduled for August 21, the brand aims to harness Sivakarthikeyan’s fanbase across the state to build community spirit and trust in the new label.
 
“Akshaya Thanga Maligai reflects our belief that regional markets offer significant long-term growth opportunities when approached with a truly local proposition,” said Kalyan Jewellers India Limited’s executive director Ramesh Kalyanaraman in a press release. “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.”

Alongside the business’ Kalyan and Candere labels, ATM offers an entry into the regional mass jewellery market. The brand’s inventory will be curated specifically for consumer preferences in Tamil Nadu, with designs, weights, and price points tailored to regional occasions and buying patterns. After establishing the concept in Tamil Nadu, Kalyan Jewellers plans to explore regional formats in other markets.