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Spreading Joy

by Joy Alukkas (Author)His evolution from family underdog to a tycoon in his own right, mirrors his professional journey from a part-share in a single small store to the world’s largest single-owner jewelry retail chain. Read the full story from his autobiography
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Spreading Joy is the autobiography of jewelry billionaire Joy Alukkas. His journey from being the underdog in his family to becoming a business tycoon mirrors his rise from owning a share in a single small jewelry store to building the world's largest single-owner jewelry retail chain, with a presence across four continents.

After arriving in the United Arab Emirates in 1986, he established a trading company. With the economy still in its early stages, he faced numerous challenges, including a language barrier and the absence of established systems for procurement, staffing, and sales. Through determination and perseverance, he overcame these obstacles and, after approximately 18 months, opened the first ALUKKAS jewelry store in Abu Dhabi, followed by a second store in Dubai.

On August 2, 1990, the Gulf War began, disrupting every aspect of life and business in the region. Joy returned to Kerala, India, but only for a short time. A few months later, he came back to the Gulf with a renewed determination to rebuild and grow the business.

About the Author

Joy Alukkas

Joy Alukkas is the founder and chairman of the eponymous global retail brand Joyalukkas Jewellery. He is credited with modernising the Indian jewellery retail business globally.

Nidhi Jain

Discover more of the author’s books, see similar authors, read book recommendations and more.

Thomas Scaria

Thomas Scaria is a strategic finance professional with a creative bent. He loves to immerse himself in autobiographies and biopics for inspiration, resilience and meaning. He firmly believes that everyone has a story to tell, and a great story has the power to elevate minds and ignite changes.

Publisher Note

H.E. Dr Thani Ahmed Al Zeyoudi

Minister Of State For Foreign Trade, UAE

Joy Alukkas is the perfect embodiment of the tireless entrepreneurial spirit that shaped the United Arab Emirates. His vision and leadership have built Joyalukkas into a brand that is loved and respected across the world and contributed to the long-standing commercial and cultural ties between the UAE and India. It is certain that his story, through his autobiography, will be applauded globally.

Yusuff Ali M.A

Chairman and MD, Lulu Group International

I have witnessed the growth of Joy and the Joyalukkas group over the decades. With dedication, credibility and humility, he has worked very hard to shape Joyalukkas into a global entity. I am sure his autobiography will inspire not only this generation but also the ones to come.

L.V. Navaneeth

CEO, The Hindu Group

Joy Alukkas’s autobiography is a compelling read that offers valuable insights into leadership, brand-building and the single-minded pursuit of a goal through consistency, grit and determination.

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