Kalyan Jewellers: How TS Kalyanaraman Built a Billion-Dollar Brand
Kalyan Jewellers: How TS Kalyanaraman Built a Billion-Dollar Brand
The remarkable journey of Kalyan Jewellers revolves around its founder, TS Kalyanaraman, whose wealth has surpassed one billion dollars. Established only thirty years ago with a single location, the brand has expanded its reach to 194 stores across India and West Asia, showcasing its dazzling presence.
Kalyanaraman’s path as an entrepreneur traces back through generations. His ancestors, hailing from Tamil Nadu, made their way to Kerala, where the textile industry became a part of their heritage. The family cherishes its textile history, particularly the Seetharaman mill.
At just 21 years old, TS Kalyanaraman’s entrepreneurial drive propelled him into the jewelry industry from textile. The heartfelt appeals from his customers, with whom he had formed a strong personal bond, inspired this new venture.
They expressed a desire to buy both sarees and jewelry for their children’s weddings from a single source. Consequently, the inaugural Kalyan Jewellers store was launched in 1993, backed by an initial investment of ₹1 crore. TS Kalyanaraman contributed ₹25 lakh from his own savings and obtained a loan of ₹75 lakh to bring this dream to fruition.
TS Kalyanaraman had a unique vision. He introduced a textile business mindset to the jewelry sector, presenting a range of ready-to-purchase items. This innovative strategy necessitated a larger exhibition space and specific parking facilities, a groundbreaking idea for that era.
Kalyan’s growth strategy began with a concentration on the southern states, but in 2012, it took a significant step by entering Gujarat, its first foray beyond the southern region. This geographical expansion was supported by a powerful marketing campaign featuring Amitabh Bachchan, which established a lasting partnership between the iconic actor and the Kalyans.
In 2017, Kalyan Jewellers partnered with Candere, an online jewellery brand based in Mumbai, to enhance its online presence. Kalyan has embraced a fresh approach to appeal to a younger demographic by launching lighter and more fashionable designs. Their e-commerce platform, Candere, is tailored for the modern consumer.
Marketing has been crucial to Kalyan’s success. In addition to featuring Big B, the brand has collaborated with a diverse array of regional celebrities to support its hyperlocal strategy along with it the importance of ongoing marketing investment to inform and connect with a constantly changing audience.
“We are one of the oldest business families in India with a family legacy of over a century in business, starting from as early as 1908. Started for the noble cause of nation-building and self-sustenance in a pre-independent India, the forefathers believed ethical, honest, and transparent business practices should form the foundation of the group,” says the official Kalyan jewellers site.
Kalyan Jewellers is expanding its presence throughout India, maintaining a steadfast commitment to its foundational principles of humility and a focus on customer satisfaction.
“Today, Kalyan Jewellers has 150 retail stores spread across INDIA and MIDDLE EAST. Pampered by your unbound love and support and with the blessings of the Almighty, we believe we are on the right path towards the accomplishment of our vision to open stores and serve customers across the world,” informs T.S. Kalyanaraman.
