When Joy Alukkas, the fourth sibling flew to UAE to explore the market, little did he realise that he was going to change the way the world looked at gold jewellery. He set up his first shop in Abu Dhabi followed by Dubai, Sharjah, Al Ain and Ras Al Khaimah. The expansion has continued to other countries as well like Qatar, Oman, Bahrain and Kuwait. In 2001, on the advice of the eldest sibling, Alukkas decided to split the company and diversify it into independent business units. This paved the way for the emergence of the Joy Alukkas Group under the leadership of Mr. Joy Alukkas who created a new business identity.

In 2002, the Joy Alukkas Group opened a huge jewellery showroom in Kottayam, Kerala. Considering the wide range of opportunities that traditional Indian weddings offer, Mr Joy Alukkas introduced the concept of having a 'Wedding Centre' incorporated within a Jewellery store. The first Wedding Centre was opened in Angamally followed by Thuiruvalla and Kollam. In its quest for business opportunities, the Joy Alukkas Group started its first IT Division in Dubai under the brand 'Fusion Systems' that has a state-of-the-art off-shore development centre based in Cochin, India.

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