The bootstrapped, six-month-old brand will add two cities this year, using Taj Khazana’s established luxury retail network to grow beyond its Juhu flagship
Tamannaah Fine Jewellery, the six-month-old jewellery brand founded by actor-entrepreneur Tamannaah Bhatia, plans to add two more cities this year through Taj Khazana and take the partnership to 10 cities by the end of 2027, using an established retail network as it expands beyond its Mumbai flagship.
The brand, which began operations in January, remains bootstrapped. New Delhi, at the Taj Mahal hotel, is the first location under the partnership, with Bengaluru and Hyderabad “mostly” to be the next two additions this year, Bhatia told BW Retail World.
The eventual network is expected to include markets such as Chennai, Kolkata and Jaipur.
The expansion comes as the company tries to build physical access to a category where Bhatia believes consumers still want to see, touch and try jewellery before making high-value purchases. She said Taj Khazana approached the brand for the collaboration, and its presence across cities, along with the trust associated with the Taj ecosystem, made it relevant to the company’s plans.
First Structured Retail Push
The partnership is the brand’s first structured retail expansion beyond its own Tamannaah Bhatia store. Its flagship, The Mumbai Apartment in Juhu, was launched as an intimate, home-like jewellery space where customers can try pieces and interact with the brand. Delhi, meanwhile, had previously been tested through pop-ups, which Bhatia said showed an appetite for fine jewellery and new designs.
Khazana is not a new retail format. The Tata group hospitality company Indian Hotels Company (IHCL) operates the luxury lifestyle retail chain within select Taj properties, with its offering spanning jewellery and other categories including textiles, apparel, home products and handcrafted goods. The partnership therefore gives a young jewellery brand access to an existing luxury retail environment rather than requiring it to establish a standalone store in each new market.
Bhatia said the company intends to remain bootstrapped until it reaches a point where additional capital is needed for a larger expansion. “My goal with this has never been to have a boutique experience. This is meant to be scaled…I think, especially with the kind of product I’m building, I’m trying to build a genre within fine jewellery. Which is basically trying to democratise fashion, glamour, style through everyday luxury,” she said
Building “Beyond The Occasion”
The company is also developing a dedicated men’s jewellery range, which Bhatia expects to introduce around the beginning of next year. Some existing pieces are already unisex, but the dedicated collection is still under development.
The product are build around “Beyond the Occasion”, jewellery intended to move between everyday and formal settings instead of being bought for a single event. The brand’s own description positions its pieces as wearable across different parts of the day, while retaining a fashion-led design language. The company launched with collections in 14K and 18K gold featuring diamonds and gemstones, with prices starting at more than Rs 90,000 and extending beyond Rs 11 lakh.
That proposition is being developed against a more price-sensitive jewellery market. The World Gold Council said on 17 September that sharp gold-price movements had weighed on overall jewellery demand in India, although wedding-related buying had remained resilient. It expects demand to improve as the festive and wedding season progresses, while elevated prices and volatility could continue to constrain discretionary purchases.
Bhatia said the brand was still seeing customers buy when they found designs that met a particular need, but declined to disclose sales or revenue figures. The company’s design approach is to retain the impact of statement jewellery while making pieces usable beyond weddings and other occasions. A chandelier collection, for instance, is intended to work across everyday, party and wedding settings.
The business is also beginning to see demand outside India through its online channel. Bhatia said the brand has received orders from markets including the US, Portugal and Malaysia, although international business remains at “very nascent stage”. Its marketing so far has relied largely on its own digital presence and Instagram rather than a significant overseas marketing push.
Bhatia said online and physical retail increasingly work together with customers can browse and discover products online, then visit a store to see and try specific pieces before purchasing. The company is also developing a dedicated men’s jewellery range, which Bhatia expects to introduce around the beginning of next year; some existing pieces are already unisex.
