Business EconomyPosted at: Oct 26 2026 2:27PM


Tamannaah bets on bootstrapped jewellery venture, targets 10-city retail expansion

Bengaluru, Oct 26 (UNI) Actor-entrepreneur Tamannaah Bhatia is betting on a bootstrapped fine jewellery venture to build a 10-city retail network, leveraging a revenue-sharing partnership with Khazana at Taj to expand across India without immediately investing in standalone stores in every market, as she seeks to carve out a niche in the premium fashion fine jewellery segment with contemporary designs priced from Rs 90,000 upwards.
The strategy combines in-house design and manufacturing with access to established luxury retail destinations, enabling Tamannaah Fine Jewellery to enter new markets while retaining control over product development, quality and brand positioning.
The Bengaluru launch at Taj West End marks the latest step in the expansion plan, following the brand's presence at Khazana at Taj Mansingh in New Delhi and its flagship store in Mumbai, which opened in January 2026.
Replying to UNI queries at the launch, Tamannaah said the venture was entirely bootstrapped, with its expansion funded through her own capital, and that she was closely involved in every aspect of the business, from conceptualising designs and overseeing production to marketing and retail.
The actor said the brand had been operational for around 10 months and was still at an early stage of development. She declined to disclose the investment made in the business or provide revenue and sales projections, saying she would share financial details 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, adding that the venture was a significant business commitment rather than an ancillary activity alongside her acting career.
The brand is positioning itself in the fashion fine jewellery category, targeting consumers seeking contemporary designs that can be worn across everyday settings, social occasions and formal events.
Tamannaah said the idea emerged from her own experience of finding limited options in the market for modern fine jewellery that combined versatility with the enduring value of precious jewellery.
While traditional Indian jewellery has a well-established retail market, she believes there is room for designs that reflect the lifestyles and fashion preferences of urban consumers.
“Tamannaah Fine Jewellery is the closest representation of me creatively. The collections reflect what I truly desired but could not find in the retail space,” she said.
The brand describes its approach as “beyond the occasion”, with pieces designed to transition between different styles of dressing rather than being restricted to weddings, festivals or other special events.
Tamannaah said the collections were intended to reflect contemporary urban India while drawing on the country's jewellery-making expertise. Her ambition, she said, was to develop designs that could appeal to consumers internationally without being defined solely by their geographical origin.
She also sees fine jewellery as a long-term purchase that can be passed down across generations, making versatility and enduring design important considerations in product development.
The company's manufacturing model is central to this positioning. Tamannaah said the brand produces its own jewellery rather than outsourcing production, allowing her to exercise greater control over the finished product and ensure that the pieces reflect the original design vision.
As creative director, she is involved in decisions ranging from the need for a particular design to its production, marketing and retail presentation.
She cited the development of versatile hoop earrings and designs that create a layered appearance without requiring multiple ear piercings as examples of products inspired by her personal needs and experience of styling for films and public appearances.
The collection starts at Rs 90,000, with products available across different price points. Its target audience ranges from women in their early twenties to those in their sixties, with mother-daughter shoppers forming a significant part of the customer base at the Mumbai flagship store.
Tamannaah said the brand sought to avoid age-specific design restrictions, allowing customers to purchase pieces for themselves or as heirlooms for the next generation. She also indicated plans to diversify into men's jewellery as the business expands.
The Bengaluru collection has been curated to suit the city's mix of traditional and contemporary fashion preferences, with statement pieces such as chandelier earrings designed to complement both Indian and Western attire.
The retail partnership with Khazana at Taj is a key part of the brand's expansion strategy. Tamannaah confirmed that the arrangement follows a revenue-sharing model, although she did not disclose the commercial terms.
She said the association would provide access to consumers visiting Taj properties, as well as local customers, while allowing the brand to offer its products in an established luxury hospitality environment.
For fine jewellery, the opportunity to see and try products in person remains important, particularly given the value of individual purchases, she said. The partnership is intended to address this need by making the collections physically accessible in multiple cities.
Tamannaah described the association as a natural fit, citing Taj's emphasis on Indian craftsmanship and curated luxury retail. She said the brand's expansion through the partnership would complement its plans to establish a wider presence across the country.
The company ultimately aims to scale its operations and explore international markets, although it has not announced a detailed timeline for global expansion.
The Bengaluru launch therefore represents not only a new retail presence but also a step in the brand's effort to establish a distinct position in India's premium jewellery market through a combination of contemporary design, controlled manufacturing and a partnership-led retail strategy.
UNI BDN
Tags: #Tamannaah bets on bootstrapped jewellery venture# targets 10-city retail expansion
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