Mia by Tanishq is opening pop-up stores in smaller towns such as Dindigul and Thanjavur to reach clients in locations where permanent stores are not possible. The temporary pop-up boutiques, which will be open for a week at various locations, allow customers to examine and purchase jewellery.
Sanjay Bhattacharjee, Head of Retail at Mia by Tanishq, noted that this technique enables the company to test new markets and evaluate demand before deciding to open a permanent location. Mia now runs 216 locations, with 27 in Tamil Nadu and 15 in Chennai, and wants to expand to 300 by March 31, 2026.