‘Storytelling Is An Integral Part Of Our Stores'

Tata Group brand Mia, a part of its jewellery division Tanishq which currently has 35 stores, is all set to increase its presence across tier I and II cities. In an exclusive interaction with VM&RD, Bhavishya Kelappan, Business Head, Mia by Tanishq, shares her assessment about the jewellery retail market and the company’s plans forward.

Mia by Tanishq has witnessed a healthy double-digit growth y-o-y. What factors would you attribute the success to?

The Indian jewellery market has responded well to Mia from Tanishq since its inception. The brand created a niche for itself at launch, targeting working women. Today, Mia targets the young Indian woman who expects seamless shopping experience both online and offline. Mia has witnessed a healthy double digit growth y-o-y and has earmarked a significant amount of budget towards the growth of the brand, which includes product development, retail expansion and advertising and marketing efforts. Keeping in mind the customer shopping trends, Mia partnered with Amazon, where customers can access over 350 styles of its jewellery. Given the growing ease of purchasing jewellery online, Mia has been using the omni-channel route to reach out to its customers – through its own website, as well as online marketplace players like Myntra, Tata Cliq, and Caratlane.

Going forward, Mia is looking at growth by creating more visibility, accessibility and creating more categories and occasions for the brand.

What’s your assessment about the jewellery retail in India? What’s the newage customer demanding from retailers in this space?