Kochi: Jos Alukkas, one of India’s most trusted jewellery houses for over six decades, has announced actor Dulquer Salmaan as its Brand Ambassador. 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.

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, MD, 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.”

John Alukkas, MD, 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.”