Tamannaah Bhatia eyes 10-city retail expansion for bootstrapped fine jewellery brand

Bengaluru, Oct 26 : Actor-entrepreneur Tamannaah Bhatia is planning to expand her bootstrapped fine jewellery venture, Tamannaah Fine Jewellery, into 10 cities across India through a revenue-sharing partnership with Khazana at Taj, aiming to establish a strong presence in the premium fashion jewellery segment.

The brand, which offers contemporary fine jewellery starting at Rs 90,000, is leveraging established luxury retail destinations to enter new markets without immediately investing in standalone stores in every city. The strategy combines in-house design and manufacturing with access to premium retail spaces.

The latest expansion initiative was marked by the launch of the brand's collection at Taj West End in Bengaluru. The brand is already present at Khazana at Taj Mansingh in New Delhi and operates a flagship store in Mumbai, which opened in January 2026.

Speaking to UNI on the sidelines of the Bengaluru launch, Tamannaah said the venture was entirely bootstrapped, with its expansion being funded through her personal capital. She said she was closely involved in every aspect of the business, including conceptualising designs, overseeing manufacturing, marketing and retail operations.

The actor said the business had been operational for around 10 months and was still in its early stages. She declined to disclose the investment made or share revenue and sales projections, stating that financial details would be revealed once the company reached a more consolidated stage.

"I am bootstrapped, so I don't have any investment from anywhere outside. It is pretty much all my capital going into building the brand," she said, describing the venture as a significant business commitment alongside her acting career.

Positioned in the fashion fine jewellery category, the brand aims to cater to consumers looking for contemporary designs suitable for everyday wear, social occasions and formal events. Tamannaah said the idea emerged from her own experience of finding limited options for versatile modern jewellery that combined fashion with the enduring value of precious metals and stones.

She described Tamannaah Fine Jewellery as the closest representation of her creative identity, with collections reflecting designs she had personally wanted but could not find in the existing retail market.

The brand follows a "beyond the occasion" philosophy, focusing on jewellery that can complement different styles of dressing rather than being restricted to weddings, festivals and special occasions.

Tamannaah said the collections seek to reflect contemporary urban India while drawing upon the country's established jewellery-making expertise. She also expressed the ambition to create designs that could appeal to international consumers without being defined solely by their geographical origin.

The company's in-house manufacturing model is central to its business strategy. By producing its own jewellery rather than outsourcing production, the brand aims to maintain greater control over quality, design and product development.

As creative director, Tamannaah is involved in decisions ranging from conceptualisation and production to marketing and retail presentation. She cited versatile hoop earrings and designs that create a layered appearance without requiring multiple ear piercings as examples inspired by her personal styling experiences.

The collection starts at Rs 90,000 and offers products across different price points. The target customer base ranges from women in their early twenties to those in their sixties. According to Tamannaah, mother-daughter shoppers account for a significant share of customers at the Mumbai flagship store.

The brand does not intend to restrict its designs to specific age groups and aims to create pieces that customers can purchase for personal use or preserve as heirlooms for future generations. The company is also considering expanding into men's jewellery.

The Bengaluru collection has been curated to reflect the city's blend of traditional and contemporary fashion preferences. It includes statement pieces such as chandelier earrings designed to complement both Indian and Western outfits.

The partnership with Khazana at Taj is a key component of the expansion strategy. Tamannaah confirmed that the arrangement operates on a revenue-sharing model but declined to disclose the commercial terms.

She said the partnership would provide access to customers visiting Taj properties as well as local consumers, while enabling the brand to showcase its collections in an established luxury hospitality environment.

Emphasising the importance of physical retail in the fine jewellery business, she said customers prefer to see and try jewellery in person before making high-value purchases. The partnership is expected to make the collections accessible across multiple cities.

Describing the association with Taj as a natural fit, Tamannaah cited the hospitality group's focus on Indian craftsmanship and curated luxury retail.

The company eventually plans to scale its operations further and explore international markets, although it has not announced a specific timeline for global expansion.

The Bengaluru launch marks another step in Tamannaah Fine Jewellery's efforts to establish a distinct position in India's premium jewellery market through contemporary designs, in-house manufacturing and a partnership-led retail expansion strategy.