Atlas Ramachandran

Mathukkara Moothedath Ramachandran was born in Thrissur[4] on 31 July 1942 into a family with a rich cultural and literary background. His father, late V. Kamalakara Menon (d. 1995), was a poet and there were frequent Akshara Shlokam recitation sessions at his home. Ramachandran was the third of the eight children of his parents, and the second son. After acquiring his bachelor's degree in commerce from St.Thomas College, Thrissur affiliate to Kerala University, Ramachandran left to New Delhi for work.

In Delhi, Ramachandran started his career in the banking industry. He joined Canara Bank and completed a post-graduate degree in economics from the Delhi School of Economics. Later on, selected as a probationary officer by the State Bank of India, he moved to the State Bank of Travancore where he was a field officer, accountant and manager. By the time he left the bank, he was the superintendent of over 100 branches.

In 1974, he moved to Kuwait City to work for the Commercial Bank of Kuwait.[1] He assumed the post of Administration Manager of the International Division.

Having been convinced of immense demand for gold ornaments, he opened the first ATLAS showroom in Souk Al Watya in Kuwait.

Kuwait was looted during the Gulf War and Ramachandran experienced a total loss, so he started over in the United Arab Emirates. He introduced the concept of mega-offers in the regional gold trade. From gold bars to luxurious cars, shoppers won generous prizes. ATLAS served well over a million customers. This led to the coining of the now famous slogan, "ATLAS jewellery-Trusted by Millions", with Ramachandran himself serving as the Brand Ambassador and lending his face and voice for the advertisements.

Ramachandran developed numerous marketing strategies hitherto unknown in the gold industry. He believed in joint promotions with well known brands. Some of his innovative promotions were:

• ATLAS Golden Harvest with Malayala Manorama
• ATLAS Read & Win with Gulf News
• ATLAS Gold Rush with Radio 4 FM
• ALTAS Golden Olympics with Khaleej Times
• ATLAS Golden Take off & ATLAS Golden Holidays with Air India
• ATLAS Coupon Promotion with Bank of India

Ramachandran was elected to serve as the first Chairman of the Gold Promotion Committee of the Dubai Shopping Festival (DSF) and was instrumental in crafting the concept of a gold-based shopping incentive. In the inaugural year of the DSF, 43 kilos of gold were given away as prizes. He served in this position for three consecutive years. ATLAS supports the DSF.

Other note-worthy positions include:

• Secretary of Dubai Gold & Jewellery Group[1] for its first six years
• Key founding member of the Abu Dhabi Gold & Jewellery Group
• Editor of the film magazine Chalachithram
• Vice President of Malayalam Film Producers Association

Both in his adopted home in the Gulf and in India, his community initiatives include welfare, education, film, literature and music. He gave scores of gold medals in the UAE schools. He also gave scholarships to deserving students of limited means in Kerala. In the same way, customers of Atlas Jewellery were handed over the ornaments selected by them even if they were short of money. He patronized many competitions including reciting the Quran held by the Islamic organizations in the Gulf.[5]

A small instalment of a bank loan was delayed for about one week, whereupon the bank cancelled the credit facilities and presented the security cheque.  As no notice was given for the cancellation, the cheque was returned.  As per the law prevailing at that time Ramachandran was given a sentence of three years. It was, however, cancelled by the appeal court and he was set free before the completion of the sentence. He will rise like a phoenix:Atlas Ramachandran

Ramachandran ventured into film production and distribution. He was known as Vaisali Ramachandran due to the fame from his debut film production 'Vaisali', an episode from Mahabharata, which was a classic in the Malayalam film industry. He resigned from the Commercial Bank to focus solely on the jewellery business and motion pictures. At the time of his resignation, he was one of the most highly respected and highly paid bank managers in Kuwait. With his new focus, he either produced or distributed the hit films Sukrutham, Dhanam, Kauravar, Chakoram, Vasthuhara, Innale and Venkalam. A number of his films were selected to Indian Panorama, were critically acclaimed, and won prestigious awards.

• Official Website
• Ramachandran chosen for business excellence award
• Ramachandran signs agreement with Yusuf Ali M.A.
• ഐക്യദാർഢ്യം പ്രഖ്യാപിച്ച് അറ്റ്‌ലസ് രാമചന്ദ്രനൊപ്പം ഒരു ഇഫ്താർ
• Ramachandran in Aswamedham Kairali TV
• AtlasGroup thinking big
• Interview "Arike en Keralam" on People TV
• Interview on Kaumudi TV
• valentines corner with Ramachandran -2
• valentines corner with Ramachandran -3
• valentines corner with Ramachandran -4
• Presenting Kamalakara Menon Suvarna Mudra for Aksharaslokam