Casest

udy

By
:-Gaur
enNanasahebTambe

Joy
alukkas

Joy
alukkasi
sanI
SO cer
ti
fi
edI
ndi
anmul
ti
nat
ional
j
ewel
ler
ygr
oupbasedi
nThr
issur
,Ker
alaandDubai
,
UAE.Thecompanyi
snamedaf
terJoyAl
ukkas,t
he
company
'schai
rmanandf
ounder
.Joy
alukkasgr
oup
has 85 showr
ooms i
nIndi
a and 45 showr
ooms
acr
osst
hegl
obe.

Based i
n Thi
ssur
,Ker
ala,Joy
alukkas i
s one of
I
ndi
a’sl
eadi
ng j
ewel
rybr
and whi
ch i
smor
ever
y
commoni
nthesout
her
nregi
onofI
ndi
aandi
snow
gai
ningpopul
ari
tyel
sewher
eandgl
obal
ly
. 

Thegr
oupi
sal
soi
nvol
vedi
nFor
ex,const
ruct
ion,
l
uxur
yai
rchar
terandhel
icopt
erser
vicesundert
he
nameJoyJet
s.Theyal
sol
aunchedar
adi
ochannel
i
n t
he y
ear 2007 cal
led Radi
ojoy
alukkas.
com
(
int
ernetr
adi
oser
vicesi
nMal
ayal
am l
anguage)and
mal
lsundert
henameofMal
lsofJoy
.

Thi
spr
emi
um andt
rust
edj
ewel
rybr
andi
snamed
af
ter t
he f
ounder and chai
rman of t
he gr
oup
Joy
alukka.I
thasmor
ethan140j
ewel
ryst
oresal
l
ov
ert
hewor
ldandempl
oyeesappr
oxi
mat
ely10,
000
peopl
e.

Hi
stor
y

Thef
atherofJoy
alukkast
art
edhi
sjewel
ler
yshopi
n
t
hey
ear1956andt
hati
swher
ehi
ssonl
ear
ntt
he
ski
ll
sofbecomi
ngaf
inej
ewel
er.

I
n1987,JoyAl
ukkasmov
edt
otheMi
ddl
eEastand
opened hi
sfi
rstj
ewel
ler
y shop underhi
s name
‘
Joy
Alukkas’
.Thi
sshopwasbasedi
nAbuDhabiand
wast
he f
ir
stbr
anded j
ewel
ler
yshop i
nthe gul
f
r
egi
on.

I
nthemi
ll
enni
um y
ear
,Joy
alukkasdeci
dedt
ogoon
amaj
orexpansi
ondr
iveandsi
ncet
hent
her
eisno
l
ooki
ngback!Thebr
andhasov
er140r
etai
lst
ores
acr
osst
hegl
obeofwhi
ch80st
oresar
einI
ndi
a.I
f
r
epor
tsar
etobel
ookedupon,t
hebr
andpl
anst
o
t
ouchnewt
err
it
ori
essuchasCanada,Aust
ral
iaand
Sr
iLanka and i
ncr
ease t
he br
and’
sreach t
o 14
count
ri
es by t
he end of2018.The 61-
year
-ol
d
Joy
alukka has been l
ist
ed by t
he For
bes Asi
a
magazi
neasoneamongt
he100r
ichestper
sonsof
I
ndi
a.

Joy
alukkasgr
oupi
sthe'
Super
brand'awar
dwi
nner
ofUni
tedAr
abEmi
rat
esf
or7y
ear
sinar
ow(
2010,
2011,2012,2013,2014,2015,2016)
.Theawar
dof
Super
brandsi
sor
gani
sedbySuper
brands,Uni
ted
Ar
abEmi
rat
es
 Mar
ket
ing
Themar
ket
ingoft
hisbr
andhasbeenv
erysubt
le.I
t
i
snotv
eryel
abor
ateont
elev
isi
onandmor
eont
he
t
radi
ti
onalway
s–pr
intandbi
ll
boar
dads.

Thet
agl
ineoft
hisbr
andi
s:Joyofchoi
ce;Wor
ld’
s
f
avor
it
ejewel
ler

TheBr
andAmbassador
sForThi
sBr
andAr
e:

Kaj
ol

Hr
it
hikRoshan

R.Madhav
an(
Tami
lNadu)

Al
luAr
jun(
Andhr
aPr
adeshandTel
angana)

Sur
eshGopi(
Ker
ala)

Sudeep(
Kar
nat
aka)
Hi
ran(
WestBengal
)

Concl
usi
on

Joy
alukkasi
soneoft
hemostsuccessf
ulf
ami
lyr
un
busi
nessi
nthewor
ldandar
eknownf
ort
hei
rqual
it
y
andt
rust
.Wi
thsomanyst
oresar
oundt
hegl
obet
his
br
andi
sanot
hernamef
orj
ewel
ry.

Jewel
ryt
odayhasbecomeanaspectofexpr
essi
on.
Joy
alukkas has ev
olv
ed wi
th t
ime and has
moder
nizedi
tst
radi
ti
onaldesi
gnswhi
char
elov
ed
by t
hei
r audi
ences. As t
he t
hinki
ng of t
he
consumer
s changed ov
er y
ear
s f
or j
ewel
ry,
Joy
alukkast
oochangedt
hei
rdesi
gnsandpr
oduct
r
angeandhencei
sst
il
loneoft
hemostpr
omi
nent
pl
ayeri
nthej
ewel
rysegment
.