• Actor Sivakarthikeyan Joins as Brand Ambassador
• Flagship Store Opens near Panagal Park, T Nagar, Chennai
Chennai, August 21, 2026: Akshaya Thanga Maligai (ATM), a jewellery brand built for the people of Tamil Nadu, today opened its first showroom in North Usman Road, near Panagal Park, T Nagar, the heart of Chennai’s jewellery retail district. Akshaya Thanga Maligai has been thoughtfullyconceived to reflect the state’s distinct occasions, traditions and customs. At the core of ATM’s promise is fairness: certified purity, affordable pricing, and value addition capped between just 1%-10%.
ATM will house a wide curated product range, spanning gold jewellery, diamond and precious-stone collections, as well as silver articles for everyday and ceremonial use. Each category has been developed to reflect the preferences of Tamil Nadu’s customers, ensuring that every piece meets the brand’s uncompromising standards of quality, purity and craftsmanship. The brand plans to expand to five stores across the state by the end of this year.
To mark this new chapter, ATM has named popular Tamil film actor Sivakarthikeyan as its brand ambassador, a fitting association given his own resonance with Tamil audiences across generations.
At the launch event, Sivakarthikeyan said: “Akshaya Thanga Maligai speaks in a language we all understand and connect with – The language of my people, it’s traditions and everyday Tamil life. This isn’t just a jewellery brand, it’s a promise of quality and fair value to every family that walks in. I’m proud to be part of something that puts our culture and our people first.”
Talking about the new brand, TS Kalyanaraman, ManagingDirector, Kalyan Jewellers India Limited, the house behind ATM, said: “Akshaya Thanga Maligai has been built with a singular focus: To serve Tamil Nadu with a jewellery experience that feels truly local, while offering the assurance of quality and transparency that comes from decades of our retail expertise. We believe this combination will help ATM build lasting trust and meaningful scale across the state.”
About Akshaya Thanga Maligai (ATM):
Akshaya Thanga Maligai (ATM) is a Tamil jewellery brand from the house of Kalyan Jewellers. Rooted in the state’s rich traditions, craftsmanship and way of life, ATM celebrates the jewellery that Tamil families have cherished for generations, with every collection reflecting local tastes, customs and occasions that mark life’s most meaningful moments. The brand offers only hallmarked gold and certified diamond jewellery, designed for Tamil preferences that transcend passing trends, backed by decades of retail expertise and quality standards.
