Kerala-based jewellery major Joy Alukkas has roped in Bollywood actress Kajol as brand ambassador for its India as well as overseas operations. The actress, who has completed 25 years in the film industry, will endorse the jewellery brand in FY18-19.Joy Alukkas has also decided to invest Rs. 600 crore in the current fiscal to expand its retail footprint in India, where it is expecting to increase its turnover by 18.87% in the current financial year to Rs. 8,000 crore. Joy Alukkas had clocked a turnover of Rs. 13,000 crore in Financial year 2017 from its Indian and overseas operations.
Joy Alukkas, chairman of Joy Alukkas Group said: "Kajol has been in the industry for 25 years and is regarded as a trusted name in the entertainment world. Similarly, our jewellery business has been there from 1956 and has become a trusted name not only in India but in the overseas markets as well. So, Kajol gels well with our brand philosophy."Though Alukkas did not share the cost of roping in Kajol as the brand ambassador, he said that the total budget for marketing and promotion has been pegged at Rs 200 crore. The jewellery major has 66 stores in India and 64 in the overseas markets with major presence in the Gulf countries.