Selling jewellery to consumers on wheels or in an ATM-like box, is the jeweller Tanishq’s way of taking its sub-brand, Mia, to small towns, such as Dindigul and Thanjavur, where it does not have a presence.

“The idea is to create temporary pop-up stores at different locations where people can buy the jewellery from these pop-up stores,” says Sanjay Bhattacharjee, Head of Retail, Mia by Tanishq.

“In smaller cities where we find that our stores are not viable, we will set up these pop-up stores for a week and give the opportunity for people to see and buy. This also gives the opportunity to test the market there and then look at the opportunities to set up a shop or not,” he said.

Mia sells through 216 stores, including 27 in Tamil Nadu and 15 in Chennai. The plan is to reach about 300 stores n by March 31, 2026.

Published on December 23, 2024