For Jos Alukkas, HUID NRI Fest is a way to protect the interests of an important buying segment

Realizing that NRIs are cut off from regulations impacting their gold investments and often face challenges, the brand made NRIs the focus of the campaign

Kerala-based jewellery major Jos Alukkas has invited Non-Resident Indians (NRIs) visiting their homeland to exchange their old gold for new HUID-certified gold, in the latest leg of its campaign to promote adoption of certified gold jewellery after the Government made Hallmark Unique Identification (HUID) mandatory from April. “We launched the HUID NRI awareness campaign because NRIs hold significant gold in India and abroad. They make an important buying segment, with many holding big purchasing power to buy our classic designs. Yet, they are cut off from regulations impacting their gold investments and often face challenges. We saw an opportunity to address this need and made NRIs the focus of our campaign,” says Varghese Alukka, Managing Director of Jos Alukkas.

Exchange Fest Sets the Trend

Jos Alukkas was the first jewellery group in the country to release a TV commercial on HUID awareness. Before the NRI HUID Fest, the jewellery group conducted an exchange fest for exchanging old gold jewellery with new HUID hallmarked jewellery. The response to this initiative was overwhelming, with over 15,000 customers lining up to exchange their old gold for HUID-certified gold in just a few weeks. This success laid the foundation for the brand’s subsequent campaigns, including the ongoing NRI HUID Fest.

From introducing and popularizing 916 jewellery much before it became mandatory, to the recent emphasis on the HUID hallmarking movement, Jos Alukkas aims to provide the best value for money to customers. “Our insight into the customers’ deep need to purchase the best value for money, especially in costly products like jewellery, encouraged us to go all out to explain and detail out HUID and its advantages. We want to encourage and give confidence to customers when buying gold,” Alukka says.

A Steady Journey

The NRI HUID Fest is expected to run steadily over the next month until wedding campaigns take over. The traction received so far has been highly encouraging, with nearly 26,400 NRIs expressing interest in exchanging their old gold for HUID-certified gold. The momentum generated by this initiative continues to propel Jos Alukkas towards further innovations. The HUID NRI Fest, along with previous campaigns run by Jos Alukkas, greatly aid the industry’s shift to a transparent regime, paving the path for a brighter and more ethical future.

Retail Jeweller India Exclusive