Kalyan Jewellers is broadening its product range beyond traditional wedding and festival jewellery to include everyday wear, gifting, and office-appropriate pieces. The company is developing its Candere brand around lightweight and gifting collections, while its new Akshaya Thanga Maaligai (ATM) brand targets customers interested in traditional regional designs, according to livemint.com.
The shift reflects changing consumer behavior, with more frequent jewellery purchases for daily use and social occasions rather than just weddings. Kalyan continues to focus on wedding and aspirational jewellery through its main brand, while Candere and ATM cater to distinct customer segments. This multi-brand strategy aims to capture a wider market by addressing diverse preferences and occasions, as detailed by Vaeshnavi Kasthuril and Neethi Lisa Rojan at livemint.com.
This move positions Kalyan Jewellers to compete more effectively in India's evolving jewellery market, which is seeing increased demand for versatile and lightweight pieces. The multi-brand approach allows Kalyan to address both premium wedding buyers and everyday consumers, differentiating itself from competitors who primarily focus on one segment. The launch of ATM also taps into regional tastes, a niche less explored by national chains, enhancing Kalyan's market reach.
Kalyan's strategy reflects broader trends in the Indian jewellery sector, where consumers seek more frequent purchases for varied occasions. The company’s focus on Candere and ATM brands alongside its core wedding jewellery portfolio aims to drive growth across multiple customer bases, as reported by livemint.com on August 6.