With this association, Joy Alukkas aims to bolster its pan-India presence and banking on the actor’s popularity to help it make deeper inroads in the Indian jewellery market.

 Jos Alukkas current brand ambassador, Keerthy Suresh will also continue to represent the gold and diamond brands of Jos Alukkas.

Commenting on the association, Jose Alukka, chairman of Jos Alukkas group in a statement said, “The Jos Alukkas family is delighted to have R. Madhavan as the new Pan-India ambassador of our brand, while Keerthy Suresh will continue with us. The recognition that both the stars have won across India is expected to contribute to the future of our brand.”

R Madhavan added, “I’m happy to associate with a brand that stands synonymous with honesty in business and look forward to contribute to the pan-India growth of the company.”

Jos Alukkas is a family-owned jewellery business that has been in operation since 1964. It sells through its retail outlets and e-commerce store across India.