NE BUSINESS BUREAU
CHENNAI, DEC 22
Jos Alukkas, one of India’s most trusted jewellery houses with a legacy spanning over six decades, has announced actor Dulquer Salmaan as its brand ambassador, marking a star-powered chapter in the brand’s evolving journey.
The association brings together a jewellery brand known for craftsmanship, integrity and innovation with one of South India’s most admired cinematic personalities, whose appeal cuts across languages, generations and cultures. Dulquer Salmaan’s presence reflects a modern South Indian sensibility defined by refinement, individuality and understated confidence.
- · Iconic jewellery house pairs heritage craftsmanship with pan-India stardom
- · Actor’s cross-cultural appeal mirrors brand’s trust across generations
- · Partnership to shape contemporary campaigns rooted in tradition and style
Over the years, Dulquer has built a rare pan-Indian identity through acclaimed work across Malayalam, Tamil, Telugu, Kannada and Hindi cinema. Beyond films, his passion for automobiles and artistic pursuits underscores an appreciation for detail, intent and craftsmanship—values that resonate deeply with the ethos Jos Alukkas has upheld over time.
As brand ambassador, Dulquer Salmaan will feature across upcoming Jos Alukkas campaigns, lending his persona to narratives that celebrate jewellery as an expression of personal style, emotion and continuity across life’s milestones.
Varghese Alukkas, Managing Director, Jos Alukkas, said the brand’s growth has always been anchored in raising standards and earning trust the right way. He noted that the early adoption of 916 BIS hallmarked gold, well before it became industry practice, reflected this philosophy, adding that Dulquer Salmaan’s thoughtful career choices and attention to detail align seamlessly with the brand’s journey.
Paul Alukkas, Managing Director, Jos Alukkas, said the association comes at a time when the brand is expanding its presence and engaging with a broader, more contemporary audience. He observed that Dulquer’s natural connect across age groups and regions mirrors Jos Alukkas’ diverse customer base, strengthening the brand’s relevance while staying true to family trust.
John Alukkas, Managing Director, Jos Alukkas, highlighted the actor’s ease and refinement both on and off screen, noting that this understated confidence complements the direction the brand is taking, where design, craftsmanship and emotion speak for themselves.
Dulquer Salmaan said Jos Alukkas is a brand he has grown up seeing and admiring, adding that it understands the importance of jewellery in family moments and personal milestones. He noted that what makes the association meaningful is the brand’s ability to respect tradition while evolving with changing tastes and lifestyles.
The partnership brings together two journeys shaped by intent, longevity and trust, reinforcing the values that have guided Jos Alukkas steadily through the decades.
