The autobiography of businessman Joy Alukkas was released at a high-octane event attended by officials, business associates, employees and family.
“I have had long-standing relations with a lot of my brands but Joy Alukkas is definitely one of
the longest I have had,” said one of Bollywood’s leading actors Kajol Devgan, at the launch of
Spreading Joy: How Joy Alukkas became the World’s Favourite Jeweller, the autobiography of
the successful businessman from Kerala Joy Alukkas, at the 42nd Sharjah International Book
Fair which has the theme “We Speak Books”.
The jewellery group, which Alukkas set up with scarce capital in Abu Dhabi and Dubai in the
1980s, had several challenges before it had its present multinational reach. The book not only
traces his phenomenal entrepreneurial story, but also provides rare insights into an industry that
was fragmented and unorganised.
When Kajol asked the eminent jeweller what readers can take away from the book and his
advice for entrepreneurs. Alukkas revealed that passion and hardwork were vital to succeed in a
business and how he beat the odds to build 160 showrooms in 11 countries.
“I learned a lot of things from the Dubai experience as well as from my employees. Anybody can
have a success story like mine if you have the passion. The book is an effort to share my life’s
journey so that others can learn from it. You will understand the hardwork and pain that has
gone into building my business. Future generations can learn business tricks and understand
challenges through it. So happy reading and being inspired”, Joy Alukkas added.
The book, written in collaboration with Thomas Scaria and Nidhi Jain, is available in English,
Arabic and Malayalam.
