‘Spreading Joy’: Joy Alukkas urges people to develop a ‘never give up’ attitude at launch of his autobiography @IIJS Signature

The book, an anecdotal recollection of the Joyalukkas Group Chairman’s journey of building a global brand, evokes nostalgia, and turns up valuable business insights that will be of immense value to budding entrepreneurs

Mumbai: As ‘Spreading Joy – How Joyalukkas Became the World’s Favourite Jeweller’ – the autobiography of Joy Alukkas, Chairman of the Joy Alukkas Group, was launched at the IIJS Signature 2024 on January 4, it took the audience on a journey back in time to the brand’s humble beginnings and also gave them a peek into the business principles that the spirited jeweller adopted to turn into a global brand. 

Vipul Shah, Chairman, GJEPC, Kirit Bhansali, Vice-Chairman, GJEPC and Nitin Bhansali, Convenor, National Exhibitions, GJEPC, formally launched the book, in the presence of industry stalwarts. 

Speaking at the gathering, Joy Alukkas said, “Through the legacy business started by my father Alukka Joseph Verghese in 1956, we have continued to receive love and recognition from customers and business associates across the globe. Today, Joyalukkas is a global brand with 250+ business establishments and over a 10,000-member strong workforce. This hasn’t been an overnight success story and had its own share of difficulties and challenges. For the very first time, I’m sharing my personal story through an autobiography that narrates the consistency and determination by which this grand success has been made possible. I hope my autobiography ‘Spreading Joy’ encourages each and every one of you to develop a never-give-up attitude.” 

Joy Alukkas, one of the 15 children of Puthussery Alukka Joseph Varghese, who started jewellery retail in the late 1950s, inherited his father’s entrepreneurial spirit. In 1986, the quest for success took him to Dubai, the city of gold. He faced adversities, but persisted and opened the first ‘Alukkas’ jewellery store in Abu Dhabi, followed by another in Dubai. Just as business was taking off, the Gulf War broke out in 1990, forcing Alukkas to return to India. But he went back to the Gulf some months later, and re-established the Alukkas footprint, opening stores within and around the UAE. In the next two decades, he expanded his business to 11 countries and revolutionized the gold-retailing business with innovations such as the use of karat meter, the first billing software in the industry and board rate for gold price, to mention a few. 

Spreading Joy not only captures a phenomenal entrepreneurial story, but also provides rare insights into an industry that has predominantly been fragmented and unorganized. It is bound to inspire aspiring entrepreneurs, who have set out to build their dream organizations. The 256-page book, published by Harper Collins, is available at all leading book stores in India, as well as on Amazon and other e-commerce portals.

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