Jewelers launch expeditions for ‘Thai Maaman Thanga Mothiram Thittam’

The team at Joyalukkas Group inspects, finishes and refines each ring, ensuring it meets the highest manufacturing standards before it lands on the tiny fingers of newborns in Tamil Nadu. | Photo credit: Special arrangement

As the Tamilaga Vettri Kazhagam (TVK)-led government prepares to launch ‘Thai Maaman Thanga Mothiram Thittam’, Joyalukkas Group and Kalyan Jewellers, the two jewelers who won tenders for the scheme, have started sending shipments from their facilities.

Under this scheme, one gram gold ring will be provided to newborns born in government hospitals in the state whose parents are residents of Tamil Nadu. An amount of ₹560 crore has been allocated for this scheme in the revised budget estimates. Work orders were issued to Joyalukkas and Kalyan Jewelers in the ratio of 70:30 for the supply of one gram gold rings. “Transportation has commenced. The supply and dispatch process is being done in coordination with the state government and in accordance with the distribution and delivery mechanisms prescribed under the scheme,” said Joy Alukkas, Chairman and Managing Director, Joyalukkas Group.

“For the first of the four batches, Joyalukkas was commissioned to manufacture and supply 89,955 rings,” he said. The rings are packed in a bag specially designed exclusively for this project, with the ‘Thai Maaman Thanga Mothiram Thittam’ initiative clearly displayed on the packaging. The company said it paid special attention to ensure the safety of the packaging. “The rings are manufactured through our supply chain and packaged at our two dedicated centers in Chennai and Coimbatore. This allows us to manage quality control, security and shipping in a concentrated and systematic manner.”

Joyalukkas Group emerged as the lowest bidder (L1) quoting a nominal ₹ 0.01 for acquisition charges, hallmarking, insurance and transportation, excluding gold costs.

“We are supplying the required volume of 38,550 rings in planned batches. The consignment of rings is moved from our manufacturing unit to the headquarters for packing before dispatch. Shipments and deliveries are managed in batches ahead of time to cover all 107 locations,” said TS Kalyanaraman, Managing Director, Kalyan Jewellers.

Asked how the deal would remain viable even as gold prices fluctuate, he said: “With fully integrated production, structured logistics coordination and real-time order tracking, we are able to maintain tight operational control and stay on top of market movements.”

According to Mr. Alukkas, “Commercially, the government pays for the gold at the prevailing market rate, while our responsibility covers the manufacturing, hallmarking, safe packaging and distribution of the rings.”

Published – 06 Sep 2026 22:53 IST