Mia by Tanishq, a popular Indian jewelry brand, is moving quickly to get a strong foot hold in the D2C world in India. They have big plans to grow and really care about what customers experience. Mia is looking to become one of the fastest growing fashion and lifestyle brands in the country.
Started to give modern Indian women everyday jewelry, Mia has turned into a main player in the Indian D2C scene. The brand now wants to open 75 new stores this year and get 1 million customers by FY28—which is way more than the half a million they expect this year.
What makes Mia stand out is that they focus on making the shopping experience great, mostly for younger shoppers. At their stores, staff help customers make Instagram videos, which helps both the in-store fun and the brand’s online presence. This mix of offline and social media shows they know what’s up with today’s D2C shoppers in India.
Mia also has new packaging with wax seals and special stickers to make gifting feel more special, especially for holidays like Rakhi and birthdays. You can get this packaging in stores or with quick delivery, which helps the brand keep up with trends, making things both easy and personal.
One of the best things about Mia is their exchange and savings plans. With their Golden Harvest plan, customers can save as little as ₹2,000 a month for 6–9 months, which helps people plan their jewelry buys. Plus, Titan group’s exchange policy makes sure customers get full value for gold they bought from Mia and Tanishq.
While big cities are still important, smaller cities have become Mia’s new way to grow. Places like Prayagraj, Chandigarh, and Lucknow are buying more 14K jewelry because people want nice things and see more online. This shows there are chances in the D2C world in India, where good prices and cool branding meet.
Mia plans to work even harder on product design by doing global trend research twice a year, making sure their stuff is still cool and wanted. Their main stores will also become fun, experience-filled spots that vibe with younger shoppers. Working with influencers is still a key part of their plan, with creator-led campaigns playing a big role.
“We want Mia to be the top jewelry brand in India for everyday wear and gifts,” said Ajoy Chawla, CEO of Titan’s Jewelry Division. “Whether it’s through our store, quick delivery, or an influencer campaign — we want to be there for every customer’s jewelry buys.”
Mia shows how D2C brands can use different ways to connect with customers and grow across India. As the D2C market changes, Mia’s growth shows that premium D2C brands with support have a lot of potential in India.
