Akshaya Thanga Maligai

Akshaya Thanga Maligai (ATM) is a Tamil Nadu-focused regional jewellery brand launched by Kalyan Jewellers. It targets traditional consumers who are entering organised retail.[1] source: ET BrandEquity The Hindu BusinessLine described it as Kalyan's third brand.[2] source: The Hindu BusinessLine Business Today reported that it began as a controlled Tamil Nadu pilot under Kalyan's House of Regional Brands strategy.[3] source: Business Today Financial Express reported that it will carry 95% local inventory.[4] source: Financial Express

Financial Express reported that the first ATM showroom is a 20,000 sq ft flagship in Chennai, opened on August 21, with at least four more Tamil Nadu outlets planned over the next six months.[4] source: Financial Express The Hindu BusinessLine reported a 25,000 sq ft Chennai showroom, four more state stores within six months and a ₹300 crore investment this financial year.[2] source: The Hindu BusinessLine Financial Express separately reported Rs 330 crore allocated for broader regional expansion this financial year.[4] source: Financial Express ET Brand Equity reported that ATM will remain within Tamil Nadu for the next two years, while Kalyan plans similar regional brands in at least four states.[1] source: ET BrandEquity

ET Small Business reported that ATM uses regional designs and competitive pricing to target local jewellers.[5] source: ET Small Business ICICI Securities retained Buy on Kalyan, citing the potential to convert regional jewellery consumers into Kalyan customers.[3] source: Business Today Financial Express estimated that Tamil Nadu accounts for more than 20% of India's jewellery demand.[4] source: Financial Express