Jos Alukkas

Jos Alukkas , established in 1964 by Alukka Varghese in Thrissur, Kerala, has grown over six decades to become one of South India's most respected and innovative jewellery retail chains. The brand's journey from a modest family jewellery shop to a pan-India retail network with over 60 showrooms represents the successful scaling of traditional values and craftsmanship into a modern retail enterprise. Today, under the leadership of Chairman A. V. Jose and Managing Directors Varghese Alukka, Paul J. Alukka, and John Alukka (the founder's sons), Jos Alukkas continues to honor its founding principles while pursuing ambitious expansion plans.

The brand pioneered several practices that have become industry standards in Indian jewellery retail. Jos Alukkas was among the earliest jewellery groups in India to offer 22-carat (916 purity) gold with BIS hallmark certification, establishing trust at a time when purity verification was difficult for customers. Even more significantly, Jos Alukkas became the first ISO 9001:2000 certified jewellery brand globally, demonstrating their commitment to quality management systems and process excellence. This certification, rare in the jewellery industry even today, requires rigorous documentation, consistent processes, and continuous improvement - standards that Jos Alukkas has maintained for decades.

Another innovation attributed to Jos Alukkas is the concept of the 'gold supermarket' in Kerala - large-format showrooms with extensive open displays where customers can browse independently, examine pieces, and make comparisons without the pressure of staff constantly presenting items from behind counters. This retail format, common in other categories but revolutionary in jewellery at the time, democratized the jewellery shopping experience and made it more accessible to customers who might feel intimidated by traditional jewellery shop environments.

Jos Alukkas operates from its headquarters in Thrissur, Kerala - often called the cultural capital of Kerala and historically one of India's most important gold trading centers. The brand currently operates over 60 showrooms across India, with strong presence in Kerala (their home market where they remain among the leading jewellers), Tamil Nadu (Chennai, Coimbatore, and numerous other cities), Karnataka (Bangalore, Mysore), Telangana (Hyderabad), Andhra Pradesh, and Puducherry. Recent expansion in 2025 has included significant new showroom openings - a large 8,000 square foot flagship in Coimbatore (Ukkadam) and a simultaneous launch in Karaikkal, Puducherry.

The company has announced ambitious growth plans backed by substantial investment. Jos Alukkas is undertaking a ₹5,500 crore investment program with the goal of opening 100 new stores across India over the next 7-8 years. This expansion will take the brand into new markets while strengthening presence in existing territories, potentially making Jos Alukkas one of the largest jewellery retail networks in South India. The investment covers not just retail expansion but also manufacturing capabilities, design resources, and digital infrastructure required to support this scale.

The product portfolio at Jos Alukkas spans traditional and contemporary designs across gold, diamond, and platinum categories. Their traditional Kerala jewellery collections feature the distinctive designs that characterize Malayali bridal and festive wear - pieces like Kasavu mala (gold coin necklaces), Manga mala (mango-motif necklaces), Palakka mala (traditional leaf-motif designs), traditional temple jewellery with deity motifs, ornate jhumkas (dangling earrings), traditional bangles, and the elaborate multi-layered necklaces that Kerala brides are known for. These designs require specialized craftsmanship that has been developed over centuries in Kerala's goldsmith communities, and Jos Alukkas has preserved and elevated these skills through their artisan networks.

The Shubha Mangalyam Wedding Collection, launched in November 2025 with actress Keerthy Suresh as brand ambassador, represents their comprehensive bridal offering. The collection features traditional and contemporary designs inspired by South Indian temple art, including grand pieces like Vaddanam (waist chains), Harams (long ornate necklaces), Chokers, Odiyanams (hip chains), and elaborate Bangles. All pieces in this collection are BIS HUID certified, ensuring customers can verify purity through the government's hallmark system. The collection design approach combines traditional temple jewellery motifs with modern aesthetics, creating pieces that honor heritage while appealing to contemporary brides.

Beyond traditional offerings, Jos Alukkas has developed collections for different occasions and customer segments. Contemporary diamond collections feature certified stones in modern settings for customers seeking sparkle and sophistication. Lightweight everyday wear collections serve working professionals who want beautiful pieces without significant weight. Gold coins in various denominations serve investment needs and gifting occasions. Platinum jewellery appeals to customers preferring the white metal's understated elegance. Children's collections offer age-appropriate, safe designs for young ones' naming ceremonies, birthdays, and festivals.

The design philosophy at Jos Alukkas emphasizes ready-made designs with curated color palettes and diversified use-cases spanning bridal, everyday wear, and festive categories. This approach ensures customers can find appropriate pieces for any occasion while maintaining the distinctive Jos Alukkas aesthetic. The design team continuously develops new collections while preserving classic designs that have been customer favorites for decades.

Making charges at Jos Alukkas range from ₹220 to ₹550 per gram, positioning them competitively in the mid-range for branded jewellers. This pricing reflects their balance between quality assurance, brand value, and accessibility. For customers in Kerala and Tamil Nadu comparing options, Jos Alukkas typically offers better value than national premium chains while providing more consistency and trust than small local jewellers. The making charge structure varies by design complexity, with simple chains and bangles at the lower end and intricate bridal pieces with detailed craftsmanship at the higher end.

Quality assurance at Jos Alukkas is comprehensive and verified. All gold jewellery is BIS hallmarked with HUID (Hallmark Unique Identification Number) enabling verification through the government's online system. The Jos Alukkas guarantee certificate accompanies every purchase, documenting purity, weight, making charges, and stone details. Diamonds come with certification from reputable laboratories. In-store weighing and purity verification equipment allows customers to confirm specifications before purchase. These measures, combined with the brand's ISO certification, create multiple layers of quality assurance.

The exchange policy at Jos Alukkas supports customers throughout their jewellery journey. Full exchange value for Jos Alukkas jewellery at any store enables customers to upgrade their collections, modify designs, or consolidate pieces as their preferences evolve. Old gold from other jewellers is accepted with standard purity testing and fair valuation. This flexibility is particularly valuable for families whose jewellery needs change over time - what was purchased for a daughter's wedding might later be exchanged for pieces suitable for grandchildren's celebrations.

Jos Alukkas offers gold savings schemes that help customers plan for significant purchases. These schemes allow monthly deposits over a defined period (typically 11 months), with bonus benefits upon completion that can be used toward jewellery purchases. For families planning weddings, these schemes enable systematic savings while earning additional value - essentially a dedicated savings account with gold as the end goal. The schemes are particularly popular in Kerala, where wedding expenses including jewellery can be substantial.

The brand received significant industry recognition in 2025 when Jos Alukkas was named "India's Most Iconic and Preferred Jewellery Retailer" at the GJS (Gem & Jewellery Show) held in Mumbai. This recognition from industry peers acknowledges both the brand's heritage and its continued relevance in a competitive market. Such awards validate the family's approach of maintaining traditional values while continuously modernizing operations and customer experience.

Digital capabilities at Jos Alukkas have grown to serve customers who prefer online research and purchase options. Their e-commerce platform allows browsing collections, checking prices, and making purchases with delivery across India. Video consultations connect customers with jewellery experts for guidance on significant purchases. The physical stores remain the primary shopping destination, but digital tools help customers prepare for their visits and make informed decisions.

The family ownership structure has been central to Jos Alukkas' identity and success. The involvement of multiple generations - from founder Alukka Varghese through his sons who now lead the company - ensures continuity of values while enabling fresh perspectives. The family's commitment to the business extends beyond financial investment to personal involvement in operations, customer relationships, and quality oversight. This owner-operator model creates accountability that purely corporate-managed businesses may lack.

For Kerala weddings and traditional South Indian jewellery needs, Jos Alukkas represents a trusted choice with six decades of heritage. The combination of pioneering quality practices (first ISO-certified jeweller globally), innovative retail formats (gold supermarket concept), strong regional presence (60+ stores and growing), comprehensive bridal collections (Shubha Mangalyam and other offerings), competitive pricing (₹220-550/gram), and family ownership values creates a compelling proposition for customers who value trust, tradition, and quality. Whether purchasing an elaborate bridal set for a traditional Kerala wedding, diamond jewellery for a special occasion, or lightweight pieces for everyday elegance, customers can rely on Jos Alukkas' sixty years of experience and commitment to excellence.