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Joyalukkas Foundation Hands Over 50 ‘Joy Homes’ to Underprivileged Families in Karnataka

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Joyalukkas Foundation handed over 50 newly constructed ‘Joy Homes’ to underprivileged families across Karnataka as a step toward improving the living conditions of marginalised communities. The initiative, part of the Foundation’s ongoing “Joy Homes” project, was formally marked by a key handover ceremony held at the NIMHANS Convention Centre in Bengaluru.

The ceremony was presided over by Dr. Joy Alukkas, Chairman of the Joyalukkas Group, and attended by prominent dignitaries including Mohammed Rihan Nawab (CEO, Emmar Properties), Mohammed Rizwan Nawab (Vice Chairman, KSRTC), Chetan Kumar Mehta (President, Jeweller’s Association, Bengaluru), and Thomas Mathew (Executive Director, Joyalukkas).

The Joy Homes initiative is rooted in the Foundation’s broader commitment to addressing basic human needs through sustainable and inclusive development efforts. Each of the homes, measuring 500 square feet and built at a cost of ₹7.5 lakh, aims to offer not just shelter, but also dignity, safety, and stability to those often left at the margins of society. Beneficiaries of the scheme include families affected by poverty, natural disasters, chronic illness (such as Endosulfan exposure), and disability.

With the latest addition in Karnataka, the total number of homes provided under the Joy Homes initiative has risen to 414 across Kerala, Tamil Nadu, and Karnataka. In a further expansion of the programme, the Foundation also announced a new project to build 50 additional homes in Telangana, extending the reach of its housing efforts across South India. Since its inception in 2009, the Joyalukkas Foundation has focused its Corporate Social Responsibility (CSR) activities on areas such as healthcare access, education, elder care, and women’s empowerment, prioritising interventions that address systemic gaps in underserved communities. Its healthcare initiatives include the monthly distribution of over 1,000 dialysis kits in Kerala, the donation of dialysis machines, the renovation of hospital wards, and ongoing support for palliative care and blood donation drives.

During the COVID-19 pandemic, the Foundation supported the education of over 300 children who lost a parent through scholarships under its “Joy of Hope” programme. In Thrissur, Kerala, the Foundation also operates a senior citizen care facility that includes a dialysis centre, palliative care unit, and other specialized services. Additionally, through vocational training in beautician skills and tailoring, over 200 women have been equipped with the means to achieve financial independence. The Joy Homes project reflects the Foundation’s belief that stable housing is a fundamental step toward social upliftment. By addressing a core need, it enables vulnerable families to focus on rebuilding their lives, accessing opportunities, and securing a better future.

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Bhima Gold Unveils Ashtalakshmi Coin Collection for Akshaya Tritiya, Blending Devotion with Exquisite Design

A culturally rooted, insight-led launch that reimagines festive gold buying through storytelling, symbolism, and spiritual relevance.

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In a move that blends cultural storytelling with product innovation, Bhima Gold has unveiled its Ashtalakshmi Coin Collection for Akshaya Tritiya – positioning gold not just as a purchase, but as a deeply symbolic expression of prosperity, faith, and intent.

Timed with one of India’s most significant gold-buying occasions, Akshaya Tritiya, the launch reflects a deeper cultural shift in consumer behaviour. While the festival continues to drive strong purchase intent, there is a growing preference for meaningful, purpose-led buying experiences over purely transactional consumption.

Aligned with this evolving mindset, the Ashtalakshmi coin collection has been thoughtfully conceptualised to blend tradition with deeper symbolism. Inspired by the eight sacred forms of Goddess Lakshmi, each coin represents a distinct dimension of prosperity—from wealth and nourishment to courage, knowledge, and continuity.

By bringing together Adi Lakshmi, Dhana Lakshmi, Dhanya Lakshmi, Gaja Lakshmi, Santana Lakshmi, Veera Lakshmi, Vijaya Lakshmi and Vidya Lakshmi, the collection reframes gold coins from being a generic festive purchase to a story-driven, culturally immersive product experience – one that resonates across generations and belief systems.

This launch also aligns with Bhima Gold’s larger centenary narrative of “Together Purever,” which focuses on legacy, shared traditions, and evolving consumer meaning. The collection becomes an extension of that philosophy – reinforcing how heritage brands are reinterpreting tradition for a more aware and emotionally driven consumer.

Customers can pre-book their favourite jewellery by paying just 10% in advance & get their jewellery on Akshaya Tritiya at the lowest rate, which gives customers more flexibility and helps them plan their purchases with greater confidence, especially at a time when gold prices are high.

Akshaya Tritiya has traditionally been associated with intention, belief, and the aspiration for prosperity, extending beyond a purely transactional act of buying gold. The Ashtalakshmi Coin Collection has been conceptualised to reflect this deeper cultural and spiritual significance, with each coin designed to carry a distinct meaning and sense of purpose. The initiative also aligns with evolving consumer preferences, where there is a noticeable shift towards jewellery that offers emotional, cultural, and spiritual resonance in addition to intrinsic value.

With gold prices near record highs and consumer sentiment becoming more considered, Bhima’s Ashtalakshmi Coin Collection signals a broader shift in the category — from price-led promotions to meaning-led engagement, where design, storytelling, and cultural relevance drive both differentiation and demand.

As legacy brands navigate a new era of conscious consumption, Bhima Gold’s latest offering highlights how tradition can be reimagined as experience, making gold buying not just an act of investment, but an expression of identity and belief.

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