We expect over 45% growth in FY26: Ajay Maurya, Mia by Tanishq

When one looks at the Tata Group’s portfolio, Titan Company stands out as one of its most consistent performers. Within Titan, jewellery remains the growth engine, driven by legacy brands like Tanishq, newer-age propositions such as CaratLane and Zoya, and the youngest of the lot—Mia by Tanishq. 

Positioned as a contemporary fine jewellery brand for young, independent women, Mia by Tanishq has steadily carved out a distinct identity in a category long dominated by occasion-led buying,

Why Hornbill Festival made sense for Mia by Tanishq

Mia by Tanishq’s recently partnered with the Hornbill Festival 2025 —Nagaland’s iconic cultural and music celebration — as its official style partner. Maurya, Head – Category and Marketing at Mia by Tanishq says this association was not a conventional sponsorship decision and the rationale was rooted deeply in the brand’s core belief: self-expression. 

He explains, “As a brand, Mia by Tanishq stands for the expression of young women in our country. When you talk about style, adornment and individuality, Nagaland is second to none. Women in the State are incredibly fashion-forward, and their sense of expression is unique.”

Beyond fashion, the partnership aligned with Mia by Tanishq’s broader ambition of inclusivity and culture curation. Nagaland’s rich cultural heritage, Maurya noted, offered an opportunity to reinterpret tradition in a modern avatar—something that resonated strongly with Mia by Tanishq’s design language.

Associating with what Maurya described as “the number one music festival in the country” also allowed the brand to take the cultural heartbeat of Nagaland to the rest of India. 

He adds, “This association was a win-win situation for us and is not just a one-time association. The idea was to get the brand be visible but also strengthen the retail presence in the region in the near future as well.” On a lighter note he says, “The drums of Nagaland beating in Nagaland have to be heard in the rest of the country, that was our whole idea.”

Driving engagement at the festival

With music festivals gaining unprecedented traction across India, experiential marketing has emerged as a powerful brand-building tool. At Hornbill, Mia by Tanishq’s approach was deliberately non-transactional.

For content generation from the event, the brand collaborated with four influential women from Nagaland - guitarist Imnainla Jamir, biker Onen Nenty, vocalist Iuli Yeptho - a lead singer indie pop-rock band Trance Effect, and fashion influencer and the festival’s well-known emcee Imlisen Pongen —each deeply rooted in the state’s cultural and creative ecosystem. 

Together, this collaboration gave the brand “the hands and legs” for the content-led campaign titled "A Day with Mia" with the influencers adorning and emboding Mia by Tanishq’s language of fashion, skill and individuality. The content generated through influencers and social platforms amplified the festival experience far beyond Nagaland.

On-ground installations at the festival acted as discovery touchpoints, especially in a region where brand awareness for Mia was still nascent. To engage with youngsters the brand set up interactive "engagement zones" across the festival grounds, which featured style-led activities, merchandise, and product giveaways. 

Maurya states, “The idea was not to generate sales but to get visibility among the people of Nagaland who are not aware of brand Mia by Tanishq.” He adds, “When you have popular influencers from the State talking about the brand, we not only tick the box of getting our ideas and communication through to the heartland of Northeast, but also get love and accolades from across the country. This is an expression that a brand like Mia by Tanishq only can put up.”

A key highlight was the launch of limited-edition "Mia x Hornbill" pendant collection, four unique designs inspired by Naga culture, the iconic bird, and the expression of the State with motifs like the hornbill, sickle, and feathers, incorporating Naga colours (red, black, white) and gold detailing, during a dedicated “Mia Night” at the festival.

Measuring impact beyond sales

Maurya acknowledged that brand-building initiatives are inherently long-term, but metrics still matter. While the Hornbill association generated significant brand love, it also delivered tangible digital results: Mia by Tanishq’s social media following grew by over 15,000 within four to five days of the festival, while organic engagement rates touched 6–7 percent.

The PR momentum was equally strong, with extensive organic coverage across digital and print platforms, across the Northeast. Perhaps most tellingly, Maurya says the brand began receiving enquiries about opening a store in Dimapur, Nagaland—clear evidence of rising interest and intent, adding that a Mia by Tanishq store in Dimapur is already in the works.

From workwear to ‘life jewellery’

Since its inception in 2011–12, Mia by Tanishq was designed to cater to a growing cohort of women entering the workforce—women who wanted to wear jewellery every day, for their daily work routine, not just on weddings or festivals. Over time, however, both the consumer and the brand have evolved.

Maurya explains, “What began as office-wear jewellery has today become what we proudly call ‘life jewellery. The shift reflects the reality of the modern woman, who wants to express herself with fine jewellery in the workplace as well as in her personal and social spaces and wants the jewellery piece to adapt to all these moments.”

While everyday wear remains central to Mia by Tanishq’s identity, the brand has broadened its positioning and scope to offer light, fine jewellery that works across multiple occasions.

Digital-first, but not digital-only

Digital continues to be the cornerstone of Mia by Tanishq’s media strategy, serving multiple objectives—from awareness, engagement and consideration to store-level lead generation. He explains, “An important agenda of digital marketing, be it for DigiLocal or omnichannel, is about generating leads from our website traffic to the on-ground channels. The digital medium has to form a segue between how people interact with the brand online, and how does it finally convert to sales on the channels that are available on-ground through our stores.” 

While the mother brand Tanishq, enjoys near-universal recall, Mia by Tanishq still has ground to cover as an independent brand, particularly among younger consumers who spend several hours a day on digital platforms.

Digital marketing today, Maurya said, is no longer limited to storytelling. It plays a critical role in driving footfalls, supporting omnichannel journeys, and measuring store-linked conversions. Experiential activations, on the other hand, will continue to build brand love—especially through music, fashion and culture-led associations.

Omnichannel, quick commerce and growth

As a youth-focused brand, Mia by Tanishq has embraced agility across channels with quick commerce, marketplaces, the Mia by Tanishq app and its own website becoming integral to growth. Maurya notes, “Going forward, omnichannel, lead generation and quick commerce are integral elements for the brand’s growth. Currently, our online business now accounts for around 10 percent of the overall business, up from just 2–3 percent a year ago.

Offline retail, however, remains dominant. Mia by Tanishq currently operates over 275 stores nationwide and has seen robust expansion over the past year.

Strong performance and ambitious road ahead

Financially, FY26 has been a strong year so far, as Maurya says, “We expect growth of over 45 per cent in FY26. We should cross the threshold of Rs 2,000 crore milestone this year.”

North India currently leads Mia’s business, followed by the South and West both in terms of business growth and the size of business. In the Northeast, the brand already has a presence in Guwahati and Meghalaya, with plans to expand further across the region.

Looking ahead, Maurya described FY27 plans as “aggressive,” and says, “the marketing investment will also be quite significant”, and adds, “We are working on generating brand love, and we will increase our digital presence across the full funnel marketing approach so that we can make consumers aware, consider us, and then finally purchase us as well.”