Mumbai: Actor and entrepreneur Tamannaah Bhatia has opened up about her approach to running her jewellery venture, Tamannaah Fine Jewellery, saying she relies on her instincts and emotional connection to the business while remaining focused on her long-term goals.
Speaking at recent interview Ignite 2026, Tamannaah discussed her transition from acting to entrepreneurship, her hands-on role in developing the jewellery brand and her ambitions to scale the business. During a conversation with Tamanna Inamdar, the actor explained why she has chosen a more involved approach instead of limiting herself to being the public face of a company.
Tamannaah acknowledged that her methods might not align with conventional business thinking, but said she believes in understanding every aspect of the venture, from product development to retail operations.
“My process in business has always been driven by my emotions. It’s very different. People often cannot understand how one can run a business emotionally,” she said.
The actor added that she prefers to follow her own approach rather than simply adopting methods that work for others. For her, the priority is to remain clear about the product she wants to build and the goals she hopes to achieve.
Tamannaah says her eyes are on the prize
During the session titled Tamanna Calling Tamannaah: Turning Fame Into Fortune, the Vvaan star reflected on how her career has developed in ways she had not originally anticipated.
Tamannaah said she had never imagined that she would launch her own jewellery brand or appear in around 90 films across multiple languages over two decades in the entertainment industry.
Discussing her approach to entrepreneurship, she said that her priorities remain clear even when the path towards achieving them is uncertain.
“As a woman, your skillsets and what you can do are different. It is not necessary that you approach something the way everyone else does. I think my eyes are on the prize,” she said.
Her remarks reflected her belief that entrepreneurs do not necessarily have to follow a single established model to build a business. Instead, she emphasised the importance of understanding one’s strengths, remaining committed to a goal and developing an approach that suits the individual and the venture.
Tamannaah’s comments also highlighted the distinction between using celebrity recognition to promote a brand and taking an active role in building the business itself.
Why Tamannaah wants to be involved in every aspect
The actor said her intentions were clear when she entered the entertainment industry, and she has approached entrepreneurship with a similar sense of direction.
She explained that she knows what kind of product she wants Tamannaah Fine Jewellery to develop and has a clear ambition to expand the brand.
“The intention in the business field is equally clear about what kind of product I want to build and how I want to scale it. My Tamaanaahs (wishes) are very clear and somehow the road becomes clear. The more I move forward, the more the road gets clearer,” she said.
For Tamannaah, building a business involves more than setting a vision or approving marketing campaigns. She wants to understand the practical decisions that shape the customer experience and determine how the brand operates.
The actor said she is the creative director of Tamannaah Fine Jewellery and takes an active role in deciding which products are made available in its stores.
“I am the one who decides what pin goes into the store and what product goes into the store. I am my own intern. I do all the work. No job within my institution is too small or too big for me. I like to have an understanding of every aspect,” she said.
Her description suggests a hands-on approach in which creative decisions and day-to-day business considerations are closely connected.
Rather than concentrating only on the public-facing side of the brand, Tamannaah wants to understand the decisions that influence its products, retail presence and growth.
Why celebrity-owned businesses can face challenges
Tamannaah also addressed why businesses associated with actors and other celebrities do not always achieve the success expected of them.
She observed that celebrities are frequently involved in a company’s advertising campaigns or serve as the face of a brand, while other professionals manage the product, retail structure and operational side of the business.
“If you’re an actor who owns a business, you’re normally associated with its marketing campaign or you’re its face. They don’t build the product, they don’t know the retail structure,” she said.
Her comments point to a challenge faced by celebrity entrepreneurs: public recognition can help attract initial attention, but sustaining a business requires a broader understanding of the product and its operations.
For a jewellery brand, that can involve decisions about design, product selection, inventory, store presentation and customer expectations. Marketing may help introduce a brand to consumers, but the product and the experience associated with it ultimately influence whether customers return.
Tamannaah said she wants to remain closely involved in these areas rather than leave all operational decisions to others.
Her approach also reflects the time and effort involved in learning a business beyond the skills she developed in the entertainment industry.
The longer route to scaling Tamannaah Fine Jewellery
The actor explained that her decision to remain involved in different aspects of the company is deliberate, even if it makes the process more demanding.
She compared entrepreneurship with filmmaking, where a director needs to understand how different departments contribute to the final product.
“In my experience, just like in movies, where the director understands all 24 crafts, I believe that as an entrepreneur, only by being involved in every aspect will I truly understand how to scale,” she said.
Tamannaah added that concentrating on only one area could limit her understanding of the overall business.
“If I’m involved in only one aspect, then my ability to understand the business will be affected. That is the reason why I have chosen the slightly longer route,” she explained.
The comparison offers insight into how she views her responsibilities as an entrepreneur. Just as a film depends on the coordination of multiple creative and technical teams, a retail business requires different functions to work together.
Understanding those functions can help a founder identify operational challenges and make decisions about expansion. However, scaling a business also involves building systems and teams that can sustain growth as the company becomes larger.
Tamannaah’s stated priority is to gain a detailed understanding of the business before expanding it further.
Tamannaah reveals ambition for a future IPO
Looking ahead, Tamannaah said she hopes to take Tamannaah Fine Jewellery to the point where it can eventually pursue an initial public offering (IPO).
An IPO involves offering shares of a company to public investors and listing them on a stock exchange, subject to applicable regulatory requirements.
The actor’s comments indicate that she sees the jewellery venture as a long-term business opportunity rather than simply an extension of her celebrity profile.
However, her remarks describe a future ambition, not a confirmed listing plan. No timeline or formal IPO process was specified in the supplied account.
For a business to reach that stage, it would generally need to develop an appropriate corporate structure, demonstrate financial and operational readiness and meet the relevant listing and disclosure requirements.
For now, Tamannaah has emphasised the importance of building the brand and understanding its operations as she works towards her expansion goals.
From actor to entrepreneur
Tamannaah has spent around two decades working in the entertainment industry, appearing in films across several Indian languages. Her career has given her experience in different film industries and introduced her to audiences across the country.
Her move into jewellery represents a different professional challenge, requiring her to apply her creative instincts to product development and retail.
Her remarks at Interview Ignite 2026 suggest that she does not view entrepreneurship as a role that can be managed solely through public appearances or brand endorsements. Instead, she wants to understand the details that determine how a company develops and grows.
The actor’s emphasis on emotional decision-making is paired with a clear focus on the product, business structure and long-term ambition. She has also acknowledged that this approach may take longer, but believes the wider understanding it provides is important to her ability to scale the venture.
As Tamannaah Fine Jewellery develops, her stated goal is to build a brand with its own identity and operational foundation. Her eventual IPO ambition remains a future possibility, while her immediate focus is on understanding and expanding the business.