Joyalukkas – “World’s favorite jeweller” – also for reasons other than jewellery. Our corporate goals are based on quality and standards, and we have set clear policies to ensure that we meet our goals. While we have stringent measures in place to ensure total in-store customer satisfaction, we have laid an equally important stress on improving the condition of the society the world over. For a while, it seemed alright to simply follow everyone and do what others around were seen to be doing, and to be participating in social activities as pioneered by someone else. Not for long though. Soon, Joyalukkas felt that its CSR activities needed to be pushed further with a proper strategy.