JOY ALLUKAS

With a turnover of over $1 billion Joyalukkas Group, has rapidly expanded its foothold all over the globe since its inception
24 years ago. Other than being renowned as the world's favourite jeweller, the group has also diversified into other
profitable businesses.

Today the Group has grown with 10 million customers and employs a highly committed and satisfied team of over 3000
people in nine countries, namely India, UK, UAE, Kuwait, Oman, Bahrain, Saudi Arabia and Qatar. The phenomenal success
of Joyalukkas has been driven by an unstinting commitment to quality, a fact that has been widely recognised. 

Joyalukkas jewellery was the first jewellery retailer to be awarded the prestigious ISO 9001:2008 and 14001:2004
certification. This was only the beginning for the series of achievements that followed. The most recent is The Highest VAT
Paying Jewellery Group Award conducted by Kerala Gem and Jewellery Show & The Department of Industries and
Commerce, Government of Kerala. 

Joyalukkas has been hailed as the world's favourite jeweller, not without reason. They are also the jewellery chain to be
conferred with the honour of the Retailer of the year in The Middle East. In addition Joyalukkas has the distinction of being
awarded the Dubai Quality Awards Certification by HH Sheikh Mohammed Bin Rashid Al Maktoum, Vice President and Prime
Minister of UAE and Ruler of Dubai. the UAE. 

Joyalukkas over the last 5 years has consistently opened approximately 10 new showrooms per year across India and GCC.
The global retail chain will have 80 showrooms in July with the opening of its showroom in Bangeluru. Joyalukkas Jewellery
aims at having 100 showrooms around the world by the end 2011. 

Joyalukkas Group has always believed that people and the community within which it operates are the cornerstones for its
success and as such is actively involved in CSR (Corporate Social Responsibility) activities across various states in India.
Joyalukkas consistently undertakes various programs to help the needy and encourage causes that benefit the society. From
building homes to helping flood victims or helping expats reach back home when they require financial assistance, the
Group has always believed in being there when needed the most.

VISION

To become a global brand by ornamenting the world.

 
MISSION

To improve and enrich lives everywhere by offering extraordinary lifestyle solutions backed by incomparable value-
additions, adhering to globally approved processes and norms and creating a successful value- chain for our
associates.

HISTORY
Joy Alukkas, followed in his visionary fathers footsteps and expanded the ‘Joy Alukkas’ name to a global level. His father
Varghese Alukkas started his first jewellery showroom way back in 1956 and since then Joy Alukkas has made ‘Joyalukkas’
an household name in jewellery. Joy Alukkas took his first step by setting the jewellery showroom in UAE in the year 1987,
since then there has been no looking back for Joy Alukkas. Today Joyalukkas is a USD 1 billion plus global conglomerate
which has been personally created by Joy Alukkas in a span of merely two decades and with the single minded vision to
consolidate Joyalukkas’ position as the world’s favourite jeweler. 

Joy Alukkas’s success is the result of his forethought. In 1987 he flew to UAE to explore the untapped market and little did
he realize that he was going to change the way the world looked at jewellery. He set up his first shop in Abu Dhabi followed
by Dubai, Sharjah, Al Ain and Ras al-Khaimah. The expansion since then has continued to rope in countries like UK, Qatar,
Oman, Bahrain, Kuwait and Saudi Arabia.

As a part of its Indian expansion, Joy Alukkas opened a number of outlets in his native state of Kerala, India in 2002 and
soon he started expanding in states of Tamil Nadu, Karnataka, Maharashtra, Andhra Pradesh and Delhi. The flagship
company of Joyalukkas touches the lives of over 10 million customers across eight countries through its 80 retail outlets and
the success of which is credited to the chairman of the Group, Mr. Joy Alukkas.

Despite running a multi dollar retail gold and diamond jewellery business halfway across the world, Joy Alukkas wears his
success lightly. He has his ear to the ground, his finger on the pulse and his feet on the ground. The fact is Joy Alukkas got
to where he is because he never compromised with its corporate values and strongly believed that satisfied customers are
the backbone of a company.

Joyalukkas became the first jeweller in the Middle East to be awarded both the ISO 9001 and ISO 14001 certification and to
be recognized by the Dubai government with the Dubai Quality Award under Trade category in 2008. He has a long list of
awards which Joyalukkas group got under his leadership.

It was due to his vision again that, Joyalukkas CSR (Corporate Social Responsibility) efforts were given shape through
unique business models. Such an effort is the first of its kind taken up by any jewellery retail chain. For someone who has
rarely –if ever –based his decisions on the more modern management tools such as graphs, scales and projections, Joy
Alukkas‘s meteoric rise is a role model of entrepreneurial grit and intuitive enterprise.

Joy Alukkas revolutionized retail jewellery trade in India by introducing training programs for its employees and also brought
the concept of “wedding centre” within the jewellery store. Many a feathers are attached to the success hat of Joy Alukkas,
including the opening of the world’s largest showroom and the first Diamond Cave in Chennai, India, considered the
jewellery hub of India. The phenomenal success of this showroom and this unique concept has proved his foresight and
business acumen.