The company's founder, Jos Alukkas, established a small jewelry unit in Thrissur in 1964. Under his guidance, the brand introduced the standardization of gold with the 916 purity certification, which has become a widely adopted benchmark in the Indian jewelry industry. Jos Alukkas is also known for pioneering the concept of "gold supermarkets" which are large-format stores featuring extensive collections of jewelry. Today, the Jos Alukkas Group, chaired by Jos Alukkas and managed by his sons Varghese Alukkas, Paul J. Alukkas, and John Alukkas, operates over 64 large-format jewelry showrooms across India and employs around 3200, and plan to open 36 new stores across India over the next 5yrs.