A new class of polycatenars where the central benzene ring is connected to two arms derived from substituted 1,3,4-thiadiazoles at 1,3-and 1,4-positions was synthesized and characterized. These thiadiazole based molecules are promising as they stabilize columnar phases over a wide range in comparison to their oxadiazole analogues. para-substituted polycatenars exhibited columnar hexagonal and/or columnar oblique phase, while meta-substituted polycatenars exhibited solely columnar oblique phase. para-Substituted polycatenars exhibit green emission, while the meta-substituted polycatenars exhibited blue emission in solution and film state. Stabilization of broad range columnar phase and luminescence in solid state make these new compounds promising from the view point of applications in emissive displays. The self-assembly and luminescence of these regioisomers was greatly influenced by the molecular structure.