Titan Company, maker of Titan watches and Tanishq jewellery, plans to push its affordable diamond jewellery brand Mia by setting up 20 standalone stores, a top official said.
"Currently the Mia line of jewellery is sold through Tanishq stores. The standalone Mia stores are there only in Lifestyle and Shoppers Stop. But now there will be stores exclusively for the brand," said Sandeep Kulhalli, senior vice president for jewellery division at Titan.
To be operated on a franchise model, the Mia stores will be smaller than Tanishq outlets, he said. He did not share any timeline for opening new stores. "We would want these stores as soon as possible," Kulhalli said.
The Tata Group firm had launched Mia as a sub-brand of Tanishq four years ago. The brand already has standalone shops in Bangalore, Chennai and Mumbai.
Titan will soon launch a six-week multimedia advertising campaign for Tanishq ahead of the upcoming wedding season. A television commercial created by Lowe Lintas will go on air in the first week of December.
Tanishq has also roped in celebrity jewellery designer Farah Khan Ali for an exclusive diamond jewellery collection in the range of Rs 2-5 lakh.
There will be separate campaign for Mia.
Titan added five Tanishq stores this year and nine more are in the pipeline.
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