Backed by Titan, Mia by Tanishq is entering its next phase of aggressive growth targeting the launch of 75 new retail outlets across India this financial year. With this expansion, the brand is building toward a larger goal: serving 1 million customers by FY28, by deepening its presence across metros, Tier I, and emerging Tier II markets.
Positioned as Tanishq’s contemporary, everyday fine jewelry brand, Mia is sharply focused on the modern Indian woman offering minimal, workwear-friendly, and fashion-forward gold and diamond collections.
Physical Retail Still Matters And Mia Is Betting on Experience
While digital channels continue to grow, Mia is doubling down on physical stores. According to the brand, in-store experiences play a pivotal role in jewellery discovery, relationship-building, and long-term loyalty.
The brand is expanding beyond its current base of 150+ stores, with formats ranging from high-street boutiques to shop-in-shop counters inside large format stores like Shoppers Stop and Lifestyle. The goal: make Mia accessible, experiential, and top-of-mind in everyday jewelry buying.
Product Strategy: New Formats, New Segments
Mia is also innovating on the product front. It recently introduced 9K hallmarked jewelry an offering that balances price accessibility with trust and quality. This aligns with the shift in consumer expectations toward certified, branded jewelry even for impulse or fashion-led purchases.
The brand continues to release fresh, seasonal collections aimed at women between 25–45 years ranging from office wear pieces to casual gifting and festive wear.
The FY28 Vision: A Million-Strong Customer Base
Over the next three years, Mia is eyeing 1 million unique customers a scale-up supported by retail footprint, design innovation, and deeper customer engagement through omnichannel experiences. The team is also investing in tech-driven retail formats and community-led marketing to drive brand affinity.
Hypetrics Take
Mia by Tanishq is no longer the niche sub-brand it once was. This push toward 75 new stores signals a serious intent to capture share in India’s everyday fine jewelry market especially among first-time, fashion-forward gold buyers.
As legacy retail blends with new-age buying behavior, Mia is shaping its strategy around what matters most: access, trust, and relevance.
