Jos Alukkas, one of India’s most prominent jewellery brands, has stepped into its seventh decade, marking 60 years of operations. What began as a single modest store in Kerala in 1964 has grown into a household name across India, with more than sixty showrooms today. Known for its uncompromising standards of purity and transparency, the brand has been synonymous with trust for millions of families for decades. As it celebrates this milestone, Jos Alukkas is looking ahead with a strong focus on technology, innovation, and a customer-first approach.

For generations, buying gold in South India was almost inseparable from a visit to Jos Alukkas. The brand earned loyalty not just through its designs, but through its emphasis on ethical business practices and industry leadership. A major milestone came when it became one of the first jewellers to offer 916 hallmarked gold in India, setting a precedent long before the government made it mandatory. The company also made history as the world’s first ISO 9001:2000 certified jewellery group, positioning itself as a benchmark for quality assurance within the industry. These achievements underscored its commitment to building confidence among customers at a time when hallmarking and certification were not widely accessible.

Yet, the Jos Alukkas journey is not just about the past. The brand has consistently adapted to new challenges and opportunities. In the digital era, it was among the early adopters of online retail, launching one of the region’s pioneering digital jewellery platforms. This move brought its signature craftsmanship to a global audience, while offering customers the convenience of browsing and purchasing jewellery online. The platform is not limited to showcasing collections; it also plays a role in educating buyers. For instance, Jos Alukkas has actively promoted awareness around HUID jewellery and highlighted the risks of fraudulent practices in the online gold sector, reinforcing its role as a responsible leader in the industry.

The jewellery offered through its online store spans gold, diamonds, and platinum, with designs tailored for weddings, festive occasions, and everyday use. Constantly refreshed collections ensure that traditional styles and contemporary trends coexist, appealing to a diverse customer base. Leadership within the company has repeatedly stressed that transparency remains as important as design or pricing, a message that has resonated strongly in an age where consumer trust is paramount.

Innovation at Jos Alukkas is not limited to e-commerce. A notable example is DigiGold, launched in collaboration with MMTC-PAMP. This platform allows individuals to digitally invest in 24K pure gold, starting from as little as one hundred rupees. The initiative has opened up avenues for small investors, making gold ownership more inclusive. At the same time, it reflects a broader shift in consumer preferences, where flexibility and security in financial decisions are valued alongside tradition. “Gold has long been one of the most reliable investment options, with a history of appreciation over time,” explained Managing Director Varghese Alukka, highlighting why digital platforms such as DigiGold are increasingly relevant.

Industry recognition has followed these forward-looking strategies. In recent years, Jos Alukkas has been honoured with several awards, including India’s Most Iconic and Preferred Jewellery Retailer at the 2025 India Gem & Jewellery Show in Mumbai. It was also named the Torch Bearer of Retail Jewellery Industry in 2024 and Inspiring Leader of Indian Jewellery Retail in 2023. These awards highlight not just its long-standing legacy, but also its active role in shaping the evolving landscape of jewellery retail.

Commenting on the brand’s digital ambitions, Managing Director John Alukka said, “As we reflect on 60 glorious years, our focus is clear: make the Jos Alukkas experience more accessible and memorable. Jos Alukkas Online is central to this vision. We are blending the trust we have built over decades with the technologies of today. We want to make sure that our brand is seen, heard, and talked about globally.” His words reflect a broader strategic direction in which physical stores and digital platforms complement each other, ensuring that the brand remains relevant to both traditional customers and the digitally savvy generation.

The story of Jos Alukkas, however, is not only about business milestones or technological adoption. At its heart lies a philosophy that continues to prioritize customer experience. By holding on to its founding values of quality and trust while embracing modern tools, the brand has crafted a balance that few in the industry have managed to achieve. The first sixty years laid the foundation of a legacy. The years ahead are poised to redefine that legacy, as Jos Alukkas expands its footprint across both physical and digital landscapes.

Founded in 1964 by Alukka Varghese and carried forward by his son, Mr. Jos Alukka, the brand is today guided by A.V. Jose and his three sons — Managing Directors Varghese Alukka, Paul J. Alukka, and John Alukka. Together, they continue to oversee a company that has not only sustained but also evolved across generations. With the introduction of services like the Jos Alukkas Gold Purchase Scheme and the continued growth of its online store, the company is positioning itself for a future where tradition and technology work hand in hand.

As the brand steps into its seventh decade, industry observers note that its journey is a testament to how legacy businesses can thrive by adapting to changing times. The emphasis on customer trust, coupled with investments in digital innovation, reflects a roadmap for the future of jewellery retail in India. While the past sixty years tell a story of building credibility and scale, the coming decades may well be defined by how effectively Jos Alukkas can expand its influence in a rapidly digitizing world.