**Mia’s Rapid Expansion: Titan’s Fastest-Growing Jewellery Brand**
Mia, Titan Ltd’s jewellery brand, has been experiencing remarkable growth, particularly over the past few years. According to Ajoy Chawla, CEO of Titan’s jewellery division, the brand is expanding at a rate of 60-70 stores annually, with a target of 75 new locations this year. Mia has emerged as Titan’s fastest-growing brand in both volume and value, alongside established names like Tanishq, Caratlane, and Zoya. In FY25, Mia surpassed the ₹1,000 crore turnover milestone, achieving a 37% increase in revenue driven by network expansion and effective marketing strategies. The brand concluded FY25 with 240 standalone stores across 93 towns.
Chawla noted, “Last year, we opened 69 stores, and over the past six years, our retail presence has surged from 45 to approximately 240 standalone locations.” The expansion of Mia aligns with a broader market trend, as consumers increasingly opt for lower-karat gold in response to soaring gold prices. A recent report from Motilal Oswal Financial Services Ltd highlighted that gold prices have skyrocketed from ₹30,000 to over ₹100,000 per 10 grams between May 2019 and June 2025. As of Friday, the price for 22K gold was slightly lower at ₹98,242.38, while 14-karat gold was priced around ₹58,910 for 10 grams. Competing brands like Kalyan Jewellers and Bluestone have also introduced 14-karat gold jewellery, and CaratLane has launched 9-karat gold pieces to cater to the demand for lightweight options.
Chawla remarked, “Customers are currently in a wait-and-see mode regarding gold prices, particularly for jewellery. They will make purchases when necessary, such as during weddings and festivals. We are observing a growing interest in lower-karat gold to accommodate their budgets, and we are actively addressing this demand.”
Originally launched as a workwear jewellery line within Tanishq, Mia now targets a younger, fashion-forward demographic seeking everyday wear or gift options. While Mia is available in over 300 Tanishq stores, the two brands serve distinct consumer bases—Mia appeals to those looking for more casual pieces, while Tanishq caters to wedding shoppers and those interested in ornate 22-karat gold jewellery. For example, a ring from Mia can range from ₹7,700 to ₹50,000, whereas a simple 22-karat gold ring at Tanishq starts at ₹22,000.
Chawla emphasized, “Mia has significantly grown in stature over the past six years, crossing the ₹1,000 crore mark last year. We have intentionally nurtured the brand and invested heavily in its potential. Our aggressive growth strategy will continue.”
In FY25, Titan Company’s jewellery division reported impressive revenues, reflecting the brand’s successful expansion and market adaptation.
**FAQ**
**What is Mia’s growth strategy?**
Mia’s growth strategy focuses on expanding its retail footprint, targeting younger consumers, and adapting to market trends by offering lower-karat gold options to meet customer budgets.