Kalyan Jewellers has unveiled Akshaya Thanga Maligai (ATM), its first regional jewellery brand, created exclusively for customers in Tamil Nadu. Designed to reflect the state’s rich cultural heritage and deep-rooted affinity for gold, the brand will offer jewellery collections inspired by local traditions, craftsmanship and evolving consumer preferences.
As part of the launch, Tamil actor Sivakarthikeyan has been appointed as the brand ambassador for Akshaya Thanga Maligai. The brand will operate independently while leveraging Kalyan Jewellers’ strengths in quality, transparency and customer trust. The company plans to expand the ATM network across Tamil Nadu with exclusive showrooms, offering a highly localised retail experience tailored to the state’s jewellery buyers.
The launch marks Kalyan Jewellers’ strategic push towards regional brand-led expansion, enabling it to compete more effectively in Tamil Nadu’s highly competitive jewellery market. By combining local identity with Kalyan’s established retail expertise, Akshaya Thanga Maligai aims to strengthen the company’s presence, attract new customers and drive long-term growth in one of India’s largest gold jewellery markets.
