Joy Alukkas, a major jewelry retail chain based in South India with global presence, used 'World's favourite Jeweller' as their tagline. This positioned them as an international, trusted brand beyond just regional appeal. While Tanishq (Tata group) is India's largest jewelry brand with 'Expressions' tagline, Joy Alukkas focused on their global reach and customer preference. Prince Jewellery and Kerala Fashion Jewellery are regional players without this specific positioning.