“We have diversified our revenue streams through alternate channels of doing business”: Shyamala Ramanan, Business Head, Mia by Tanishq

Born with the heritage and the legacy of Tanishq, Mia is a brand of bold, modern, and chic jewellery. These pieces of jewellery are crafted in 14kt gold with over 800 designs at an affordable price.

In one of the recent campaigns #ShareTheShine, the brand has collaborated with some of the finest athletes in our country. With the campaign, the brand adheres to the message of the strength and determination of these unique personalities.

In an exclusive interaction with Media Infoline, Shyamala Ramanan, Business Head, Mia by Tanishq, speaks about the campaign strategy and expectations for the festivities around.

Here’s the full interview:


Q) Due to the lockdowns, shopping malls and outlets had to face shutdowns (sometimes partially). How has this affected offline sales?

Like most businesses, we have also been affected by the pandemic. Since most of our stores are in malls and malls were one of the first establishments to be closed down, our offline business was hit initially. But we focussed on increasing our online experience and driving traffic to our website thereby recovering a part of our business from there. Now with the lockdown getting lifted in phases, our brick and mortar stores are also bouncing back, of course with all safety measures in place including fully vaccinated staff.

Also read: Cherish ‘Little Big Moments’ With Tanishq – The Brand Unveils Its Brand New TVC Seizing Small Moments With Big Smiles

Q) How has been the performance of Mia on the online platforms? What is the sales percentage through this part?

Our online business from our own website has increased significantly during the pandemic. Additionally, we have diversified our revenue streams through alternate channels of doing business. For example:

WhatsApp video calling- Our super-efficient and well-trained staff members have been reaching out to consumers over WhatsApp, taking them through our collections over a video call, patiently answering their queries, and finally home delivering the purchases.

Social commerce – we have seen an increasing revenue coming through our install shop directly as well as our retail teams who have been efficiently converting our social media consumer queries into an actual sale

GMB – All of our stores are listed on GMB with excellent ratings. Our store teams have been making good use of this excellent tool to generate additional business from potential customers on google who need not even physically walk into our stores to shop from there, with the same unparalleled Mia experience and service.

Shyamala Ramanan, Business Head, Mia by Tanishq

Q) Tell us about your latest campaign. What was the strategy behind collaborating with Indian women athletes?

Mia is very proud to associate with individual female athletes representing India at the Olympics. We have tied up with leading achievers like Manika Batra, Deepika Kumari, Pooja Rani, Navjot Kaur, and Rani Ramphal who in addition to sporting our jewelry, also open up to us about the real girls behind the athletes through our campaign ‘Share the Shine’. With athletes, the story most commonly told is of their grit, perseverance, sweat, and struggle, and rightfully so. However, Mia is all about self-expression, about wanting to discover the lesser-known side of them, what delights them, what makes them tick, what makes them smile, how do they unwind, the lesser told story that actually completes them. We wanted to bring that aspect alive and share that shine with India. And of course, it gives us an enormous amount of pride to associate with the Indian representatives to the world’s largest sports event.

Also read: Tanishq Launches Latest Digital Film On Raksha Bandhan Celebrating #SistersByChoice

All these girls are trailblazers in their own fields. Liberated, Confident, dreamers, achievers, and self-expressive – they espouse everything that a Mia woman is. Mia has always been positioned towards the young working women and these girls are youth icons besides being career women too.

Mia is synonymous with the modern Indian woman, her dreams, aspiration, and individuality. These girls have shown grit, commitment conviction to reach where they are and yet there is this softer side to them. and this campaign helps cement that positioning for us. We believe these girls are the pride of India and this helps us cut the clutter in a very busy market where most jewellery brands tell a similar story of design and adornment only. We believe this makes us more authentic and real.  With this campaign, we have taken up an association never seen before by any jewellery brand. We will be using a mix of video platforms, social media, and some impact properties as our media mix.

Q) Festive season is around the corner. What is your expectation?

We are very positively inclined. As a brand, we have spent quality time with our buyers and understood their needs even better. That has resulted in a double dhamaka planned this year, with not one but two new groundbreaking festive collections. The collections are a labour of love by our design team. They have taken traditional categories jhumkas and chandbalis and given them a uber-modern twist. I could go on but will be able to divulge closer to the launch.

Q) Gold Hallmarking is mandatory. Tell us your views on the same.

As a company, we have always stood for purity, transparency, and honesty. We pioneered the concept and introduced karatmeters when there was no other way of knowing about gold purity in the entire industry. As a brand we welcome this move that takes the industry onto a journey of trackability and transparency, thereby providing Indian consumers with the quality that they deserve.

Q) Tell us about your future plans ahead.

We are a young brand and we turn 10 years young this brand. It’s time to pause, reflect and leap forward. We have upped our game in consumer insights, product design innovation, retail identity, eCommerce and much more. We have introduced new categories like Romani – our silver line, flauntable gold and diamond collections, etc. These have differentiated designs meant to be flaunted. Our consumers, business associates, karigars, and vendor partners lend us the wings that take us on cruise mode – towards becoming the fine jewellery brand of choice for the modern Indian woman.




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