Jos Alukka aiming for national footprint

Jos Alukka has set its sights on becoming a national brand

by 2012-13. The company plans to invest Rs 550 crores in two years to establish further in the southern markets before moving to the four metros. Jos Alukka & Sons got bifurcated from the Thrissur-based group Alukkas Jewellery in 2001. The company is also developing a distinct brand identity by abandoning the age-old logo of Alukkas Jewellery. While other bifurcated companies like Joy Alukkas and Francis Alukkas have already moved on with their new brand identities, Paul Alukkas still carries the logo.

By the end of 2011-12, the Rs 553 crores Jos Alukka will open 12 more showrooms. With these stores, the company will strengthen its presence in Tamil Nadu, Kerala and Karnataka and enter Andhra Pradesh. By then the company expects to clock a sales turnover of Rs 1,025 crores. The 19-store chain will invest Rs 250 crores this financial year and Rs 300 crores next year. The company will maintain a debt-equity ratio of 60:40. Moreover, the company will have stores in all four metros by 2012-13 and is spending Rs 7 crores this year on marketing activities. Apart from a new logo, they have selected popular Tamil actor Vijay as their brand ambassador. Previously they had Bollywood actress Sridevi and Tamil actress Sneha as their brand ambassadors.