Kalyan Jewellers is shifting part of its expansion strategy towards localisation, building a multi-brand portfolio to compete with regional jewellery chains that have traditionally held an advantage through deep community ties and knowledge of local tastes.
The jewellery retailer, which has grown from a single showroom in Thrissur into a pan-India and international player, is preparing to scale a new regional brand, Akshaya Thanga Maligai (ATM), initially in Tamil Nadu. The brand is targeted at value-conscious customers looking for traditional Tamil designs and will compete directly with local organised and unorganised jewellers on design and pricing.
