Early Life
Joy Alukkas was born Alukkas Varghese Joy on October 29, 1956, in Thrissur, Kerala, India. His father, Varghese Alukkas, was a jeweler who established a jewelry store in Thrissur in 1956. Joy, one of five brothers, was introduced to the jewelry business at a young age, working alongside his father.
Rise to Success
In 1987, Joy Alukkas ventured into the Middle East, opening the family's first overseas store in Abu Dhabi. This marked a significant turning point, setting the stage for the global expansion of the Joyalukkas brand. He broke off to launch his own Joyalukkas brand, which now has over 100 outlets spread across India and 60 overseas. He introduced games and raffles and a give-a way of cars as prizes. Joyalukkas was the first jeweller in the UAE to offer cars in mega prize promotions.
Key Business Strategies
Joy Alukkas has implemented several key strategies for success. He was an early pioneer in corporatizing the jewellery industry, which was still unorganised with a mom-and-pop culture. He focused on establishing a strong brand presence, with innovative marketing campaigns. The average Joyalukkas store is around 5,800 sq ft. Joyalukkas has also strategically expanded its global footprint. The company was the first jewellery retailer to be awarded both the ISO 9001:2008 and 14001:2004 certifications.
Philanthropy
The Joyalukkas Foundation is the CSR division of the multi-billion global conglomerate The Joyalukkas Group. The Joyalukkas Foundation consistently undertakes various programs to help the needy and encourages causes that benefit society. The foundation has undertaken activities, including Mangalaya mela,frequent blood donation camps, sponsoring sportsmen, donation of dialysis machines, among others. In May 2018, Joy Alukkas contributed to a relief fund for victims of the Cyclone Ockhi. After the Kerala Floods in September 2018, the Joyalukkas Foundation announced that it would build 250 houses for those who have lost their homes. The Joyalukkas Foundation has donated two crore rupees towards the development of a state-of-the-art rehabilitation centre for the underprivileged in Kottarakkara, Kollam.