Q-Comm gaining traction for coins, small jewellery buys: Shyamala Ramanan, Mia by Tanishq

India’s jewellery market is witnessing a gradual shift as consumers increasingly look beyond traditional occasion-led purchases and adopt lighter, everyday jewellery as a form of personal expression. The trend is being driven largely by younger consumers seeking versatile, affordable pieces that can be worn daily rather than only during milestone events.

At the same time, tier II and III markets are emerging as strong growth drivers for contemporary jewellery brands, while new retail channels such as quick commerce and digital discovery are beginning to reshape how consumers browse and purchase jewellery.

Against this backdrop, Shyamala Ramanan, Business Head, Mia by Tanishq, says the brand is seeing rising demand for everyday jewellery, particularly among younger consumers who view jewellery as an extension of their personal style.

“Occasion jewellery will always be paramount and important, but we are seeing more and more people wanting to express themselves on a daily basis,” Ramanan said.

Mia’s marketing strategy is largely built around engaging younger consumers across the platforms and spaces where they spend the most time.

Ramanan said digital platforms account for the lion’s share of the brand’s marketing efforts, complemented by experiential marketing, innovative outdoor formats and on-ground consumer engagement initiatives.

“It is not so much about how much we spend, but how we manage our budgets to be present where younger consumers are,” she said.

The brand also focuses on participating in youth-centric cultural and experiential moments. 

Younger consumers driving everyday jewellery adoption

The growing popularity of everyday jewellery is particularly visible among younger consumers, who increasingly view jewellery as a form of personal style and self-expression rather than something reserved only for occasions.

Ramanan noted that younger consumers have begun adopting precious jewellery for daily wear in designs that are lightweight, contemporary and more accessible.

“It’s not that younger people didn’t wear jewellery earlier, but the opportunity to wear precious jewellery daily, in terms of design, style and affordability,is something we helped create,” she said.

Omni-channel journey 

While digital discovery continues to grow, physical stores remain central to jewellery purchases due to the tactile nature of the category.

“Jewellery is still a very tactile category where people want to touch, try and experience the product,” she said.

However, repeat purchases and lower ticket items are increasingly being bought online through websites and apps.

Digital commerce currently contributes a single-digit share to overall sales, though certain categories such as silver jewellery and coins perform strongly online due to their relatively lower price points and simpler purchase decisions.

Mia is continuing to expand its physical retail network across both large cities and emerging markets.

The brand currently operates close to 300 stores across India and is looking to deepen its presence in existing markets while also entering newer locations.

“None of the metros are saturated yet,” Ramanan said, adding that the brand plans to continue expanding across cities where there is room for further growth.

Quick commerce gaining traction in select jewellery categories

Quick commerce is also emerging as a new distribution channel for certain jewellery products, particularly smaller and gifting-oriented items.

“When the product is something simple like a coin or a small gifting item, quick commerce works very well,” she said.

According to her, quick commerce is likely to grow further as consumers increasingly look for convenient last-minute gifting options or quick purchases.

Diamond jewellery and affordability shaping Mia’s positioning

Within the broader jewellery market, Mia has positioned itself around affordable, lightweight jewellery, with a strong focus on natural diamonds.

Ramanan said the brand operates primarily within the sub-Rs 1 lakh segment, with a significant share of its products priced below Rs 50,000.

India remains a largely gold-centric jewellery market, but Mia has focused on building demand for natural diamond jewellery among younger consumers. 

Lab-grown diamonds 

On the growing discussion around lab-grown diamonds, Ramanan said the segment remains too early to significantly alter the broader jewellery market.

“The market is still very nascent,” she said. “Even the penetration of diamonds in India is only around 12%, so there is huge scope for growth.”

According to her, lab-grown diamonds are likely to become one among several jewellery options rather than replacing natural diamonds entirely.

“It is an ‘and’ market rather than a substitute market,” she said, adding that consumers may simply include lab-grown diamonds alongside other jewellery types in their collections.

Lightweight jewellery and new materials to drive future growth

Looking ahead, Ramanan believes the next phase of jewellery growth will be driven by lightweight designs, affordability and a broader mix of materials.

She pointed to growing consumer interest in categories such as 14-carat gold, 9-carat gold and silver jewellery.

Mia has historically focused on 14-carat jewellery, which remains a key part of its portfolio. The brand has also introduced 9-carat jewellery in response to growing consumer interest.

Silver jewellery has also seen significant growth for the brand, with Ramanan noting triple-digit growth in the category over the past year.

According to her, the broader shift towards lighter, more wearable jewellery reflects evolving consumer lifestyles.

“We believe we are just at the beginning of this phase where lightweight, expressive jewellery becomes more relevant for everyday life,” she said.