Kalyan Jewellers' New Regional Brand

Kalyan Jewellers is launching a completely separate regional brand called Akshaya Thanga Maligai, or ATM, designed to look and feel nothing like Kalyan itself. The first store opens August 21, 2026, at Panagal Park in Chennai, targeting Tamil Nadu's plain gold buyers who prefer local, unorganized players over national names. This is a calculated stock market move to capture a segment Kalyan openly admits it cannot win under its own brand. The episode covers the ₹300 crore investment, store-level capex of ₹4 to 5 crore, target ROCE of 16 to 18%, and how ATM stacks up against regional rivals like GRT and Bhima in India's distinct Tamil Nadu gold market. Get the full market picture on askfuzz.ai.