Dulquer Salmaan Joins Jos Alukkas as Brand
Ambassador
CHENNAI, 22 nd DECEMBER 2025: Jos Alukkas, one of India’s most trusted jewellery houses for over
six decades, today announced actor Dulquer Salmaan as its brand ambassador. The association
brings together a brand deeply rooted in craftsmanship and innovation with one of South India’s
most celebrated stars, whose appeal transcends languages, generations and cultures.
Over the years, Dulquer has emerged as a rare presence in Indian cinema, equally at ease across
Malayalam, Tamil, Telugu, Kannada and Hindi films representing a modern South Indian outlook
shaped by refinement, individuality and quiet confidence. Beyond cinema, his interests span
automobiles and artistic pursuits reflecting a preference for craft, detail and intent, values that
resonate with the way Jos Alukkas has shaped its journey over the years.
As brand ambassador, Dulquer Salmaan will feature across Jos Alukkas’ upcoming campaigns,
lending his presence to a narrative that celebrates jewellery as an expression of personal style,
emotion and continuity.
Varghese Alukkas, Managing Director, Jos Alukkas said, “At Jos Alukkas, our growth has always been
anchored in raising standards and earning trust the right way. Our early adoption of 916 BIS
hallmarked gold, well before it became an industry norm, reflected that approach. Dulquer
Salmaan’s journey shows a similar clarity in choices and an attention to detail that aligns with how
we have built the brand over time.”
Paul Alukkas, Managing Director, Jos Alukkas, said, “This association comes at a time when we are
expanding our presence and speaking to a wider, more contemporary audience. Dulquer connects
naturally across age groups and regions, much like our own customer base. His presence strengthens
our ability to stay relevant while remaining true to the trust families place in us.”
John Alukkas, Managing Director, Jos Alukkas, said, “There is a certain ease and refinement in how
Dulquer carries himself, both on screen and beyond. That understated confidence aligns well with
the direction Jos Alukkas is taking today, where design, craftsmanship and emotion are allowed to
speak for themselves.”
Actor and Brand Ambassador Dulquer Salmaan, said, “Jos Alukkas is a brand I have grown up seeing
and admiring. It understands the role jewellery plays in family moments and personal milestones.
What makes this association meaningful for me is the way the brand respects tradition while
continuing to evolve with changing tastes and lifestyles.”
The partnership brings together two journeys shaped by intent and longevity, reinforcing the
approach that has guided Jos Alukkas steadily over the years.
About Jos Alukkas:
Jos Alukkas is a name to reckon in the jewellery industry. Designing jewellery in gold, diamond and platinum
for over six decades, Jos Alukkas is the first ISO 9001:2000 certified jewellery group in the world showcasing
BIS certified 916 hallmarked gold. The jewellery brand has become a trusted name in quality, innovation,
trendy jewellery, with 60-plus showrooms and an online store too. Jos Alukkas is committed to the quality and
purity of the jewellery we craft. Jos Alukkas group is now headed by Sri. Jose Alukkas, Chairman, Jos Alukkas.
His three sons, Sri. Varghese Alukkas, Sri. Paul. J. Alukkas and Sri. John Alukkas as the Managing Directors have
revolutionized the market with the innovative concept of the gold supermarket.
For more information, please visit www.josalukkasonline.com