The Tatas want to build a Rs1,000 crore brand by selling daily-wear jewellery

Eight years after it was launched, Mia, a low-priced contemporary brand under the Tata group’s Tanishq line of jewellery, is pulling out all the stops. Buoyed by rising urban disposable incomes, increasing availability of quality retail space, and tumult among key rivals, Mia, a part of Tata’s watch and jewellery retailer Titan Company, is looking to more than double its number of stores by the end of the year. Tanishq hopes that younger women looking for better designs, inexpensive products, and day-wear options will spend more on Mia Over the next five to six years, Mia is targeting Rs1,000 crore in turnover, adding 25 stores this year alone. Titan recently put together a separate team for Mia and stepped up its number of collections from three annually to about six It is also looking to move beyond gold and diamond, to silver and even Swarovski.

“Positioning is very critical We want to be . Source