October 25, 2021
Business Featured News

Joy Alukkas – The Journey of a Jeweller

When a young business man hailing from Kerala, started a jewellery showroom in Abu Dhabi few would have imagined that it will be the beginning of a long journey. Joy Alukkas has grown from the one showroom and has spread its wings far and wide. Now with over 10 million customers, employing more than 5000 people in nine countries the group is growing fast. For Joy Alukkas there has been no looking back, establishing jewellery showrooms in India, UK, Qatar, Oman, Bahrain, Kuwait and Saudi Arabia & Singapore. Joy Alukkas was the first jewellery retailer to be awarded the prestigious ISO 9001:2008 and 14001:2004 certification and certifications from the Dubai government.

Joy Alukkas has been often referred as the world’s favourite jeweller. The various accolades and awards that Joy Alukkas won strengthen this claim. Joy Alukkas was 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. Joy Alukkas has also the distinction of being the only jeweller to have been awarded the Superbrand status in the UAE for three consecutive years, from 2010 to 2012.

“The reputation of Joy Alukkas Jewellery is built on several strong values, like choice, designs, service, convenience and innovation. Key to several of our accomplishments, the spirit of innovation not only touches our designs and products, but also epitomises our approach as a jewellery retailer of international stature.” Joy Alukkas said in his Chairman’s message.

The Joy Alukkas group has expanded into other sectors from Jewellery. The group operations now include Jewellery, Money Exchange, Luxury Air Charter, and Fashion & Silks & Malls. Air Charter Business which the group ventured into has become an instant success. Joy Jets, the aviation division of the Joy Alukkas group is all set for expansion. It plans to add a long range eight seater aircraft which bears a price tag of 60 Crores. Joy Jets also plans to raise the fleet to four aircrafts. Joy Jets now posses an Embraer Phenom 100 in its fleet.

Joy Alukkas Group is currently in an expansion mode. The group intends to increase its workforce from the current level of 5,000 to 15,000 in the next three years, according to Joy Alukkas, chairman of the group. The group has decided to add 35 more jewellery outlets in India and Abroad, which will take the number of shops to more than 100. The group is opening up showrooms in Andhra Pradesh, Karnataka, Tamil Nadu and Maharashtra. The new showrooms in these states have met with big success. The group is also planning to open a showroom in New York.  The Money exchange division of the group has now branches in UAE and India and will very expand to other Gulf countries.

The vision of the group is to enhance lifestyles and all the business are aligned to this larger vision. But the group does not forget its responsibility for the society. The group stress on CSR is aligned with the core belief that that the people and the community within which it operate are the cornerstones of its success. The group undertakes various programmes to help the ones who are needy in the society.

Several awards that Joy Alukkas has won underline the success of this visionary businessman. He wears that success lightly. For him business is the journey he undertook, and values that he kept guided him, success came along.


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