Jewellery retailers expand into men’s, kids’ categories to unlock new demand

Organised jewellery retailers are expanding into men’s and kids’ lines, a niche long dominated by digital-first brands, to unlock new growth beyond their women’s segment.Titan Company Ltd’s Mia by Tanishq, traditionally positioned as a women-focused brand, plans to introduce a dedicated range of men’s and kids' fashion jewellery as part of its category expansion this year.“We are seeing increasing demand for men’s and kids’ range, and that’s why you will see a dedicated category for these two sometime this year,” said Shyamala Ramanan, business head of Mia by Tanisq, in an interview with Mint, adding that customers are already walking into stores enquiring about such offerings.The move reflects a broader shift underway in India’s jewellery market. Brands are targeting men and kids to drive growth, fuelled by shifting tastes, new gifting trends, and a push to recruit younger, first-time buyers.The global men’s jewellery market was valued at $48.56 billion in 2024 and is expected to grow at a CAGR of 9.9% between 2025 and 2034, reflecting strong momentum worldwide, according to Polaris Market Research, a US-based market research firm.For Mia, the category will largely be built around 9–14 karat gold, positioning it as lightweight, design-led jewellery rather than investment-driven purchases.

Ramanan described Mia as a ‘recruiter brand’ for Tanishq, aimed at bringing in younger consumers through affordable, everyday pieces. The brand has evolved from catering to women’s workwear to a broader proposition centred on self-expression and gifting, particularly among consumers aged 20–25.Profit margins on 9-karat jewellery are higher than traditional 22-karat pieces, as lower gold content reduces raw material costs.Similarly,