Every great story has a humble beginning. The story of Jos Alukkas is no different. In 1964, Alukka Varghese,  a man with a grand vision stepped into the gold business and laid the foundation for this remarkable journey – an epic tale that was to span the decades. He set the stage for what would become one of the most trusted jewellery brands in India. It was his eldest son, Mr. Jos Alukka, who took the family legacy forward and turned it into a household name.

From a Single Store to a Chain of Showrooms

True success is built over time. It takes years of trust, dedication, and hard work.  Under the determined leadership of Mr. Jos Alukka, the brand flourished, expanding beyond state lines. Today, Jos Alukkas operates more than 49 showrooms across India and is one of the best-known jewellery brands in the country.

The Name Associated With Quality And Purity

• First ISO 9001:2000 certified jewellery group in the world
• Guarantees 916 hallmarked gold. 
• certified by the Bureau of Indian Standards

Expanding Beyond Jewellery

While gold and diamonds remained the core business, the Alukkas group did not stop there. A businessman and innovator, Mr. Jos Alukka diversified into real estate under the brand name Jos Alukkas Properties. Since 2007, the company has been building dream homes, bringing smiles to families.

During the digital era, Jos Alukkas took its first step into online jewellery sales with its Online Store. It offers customers easy access to high-quality jewellery worldwide. In addition, Jos Alukkas DigiGold launched smart investment plans, which enables individuals to invest in gold digitally, making gold ownership simpler than ever.

The Visionary Leaders Behind the Brand

Behind every visionary enterprise is a leadership that shapes its future. The Jos Alukkas Group stands strong under the guidance of:

Sri A.V. Jose and his three sons—Sri Varghese Alukka, Sri Paul J. Alukka, and Sri John Alukka, who serve as Managing Directors, each bringing unique strengths to the brand.

• Varghese Alukka

Being the eldest son of the visionary entrepreneur Jos Alukkas, he was ingrained with the world of fine jewellery, the art of crafting exquisite pieces, and strategic business acumen from an early age.

For Varghese, trust is not just a business principle but the lifeblood of Jos Alukkas. He has tirelessly worked to weave this value into everything the brand stands for. Jos Alukkas was one of the first gold houses in India to offer 916 hallmarked gold—long before it became a legal standard—setting a new benchmark in purity and customer confidence. He continues to pioneer customer education on the benefits of HUID jewellery, ensuring every transaction is transparent and trustworthy. When he steps away from numbers and strategies, Varghese finds solace in books, particularly those by John Grisham, and enjoys holidaying in Europe. 

• Paul J. Alukka

Entering the industry at 22, he quickly carved a niche for himself. Paul led the gold and diamond divisions with a focus on quality and innovation.

Paul is not just a business leader, he ensures every customer fully understands and values their investment. As gratifying as their success has been, he knows their true success comes from the unwavering loyalty of their patrons.  Outside of business,  he is a passionate foodie and travel enthusiast. He loves to explore, and South Africa is his favourite getaway destination. When it’s time to relax, you might catch him watching the epic drama Sholay or rewatching the survival tale of Cast Away.

• John Alukka

Marketing is not just a profession for John Alukka – it’s his calling. He knows that in today’s rapidly changing world, a brand must be more than a name; it needs to be an experience, a story, a movement. An astute student of modernization, he has been instrumental in augmenting the Jos Alukkas brand and realigning its approach to selling to meet the prevailing necessities of the times.

He believes in making the brand seen, heard, and talked about—and that’s exactly what he has done. John’s dedication to branding and PR has made Jos Alukkas a well-known name, spreading its message of purity and quality worldwide.

To John, the customers are the true heroes of their story. “I am obliged to our customers for contributing in a big way to our resounding success,” he says with heartfelt sincerity.

John’s interests reflect his well-rounded personality. He is a die-hard James Bond fan. He also has a deep appreciation for fast cars, thrillers, and adventure.

Together, they represent the three pillars of Jos Alukkas:

• Quality
  
• Trust
  
• Ethical business practices
  

Ensuring the brand’s continued legacy of excellence.

The Future Shines Bright

Even after six decades, the spirit of Jos Alukkas remains as vibrant as ever. The organization is evolving with the high-tech world, embracing digital advancements, and enhancing the client experience. But one thing stays the same, an absolute commitment to quality and customer trust.  Their success is not just about the growth of the business or financial milestones. It’s about the millions of customers who have trusted the brand for the past 60 years. Be it a wedding, a festival, or any celebration, Jos Alukkas has always been at the heart of these moments. 

The journey of Jos Alukkas! Not just a success story. It’s a testament to dreams, dedication, and the unbreakable bond with millions of customers. From a small gold store in Kerala to a nationwide jewellery empire, their journey is truly inspirational. Some relations are truly made in gold, as they say – Jos Alukkas continues to strengthen these bonds with every masterpiece.