Kalyan Jewellers plans to boost regional 'ATM' to take on local players

•Kalyan Jewellers is launching a new regional brand, Akshaya Thanga Maligai, in Tamil Nadu targeting value-conscious customers.

•The brand will offer traditional Tamil designs at competitive prices, competing with local organised and unorganised jewellers.

•The move marks a shift from a single national jewellery brand to a multi-brand model targeting different customer segments and regional preferences.

•Kalyan aims to reduce its dependence on its traditional South Indian base and expand through the Franchisee-Owned, Company-Operated (FOCO) model.