Business
Once insulted by Rolls-Royce, this Indian jeweller now owns a fleet of luxury cars
In the world of luxury automobiles, few names command as much respect as Rolls-Royce. The hallowed British brand is often seen as the ultimate symbol of wealth and status. But for one Indian billionaire, the path to Rolls-Royce ownership was paved with an unexpected twist of fate. Joy Alukkas, the visionary behind the Joyalukkas jewellery empire, saw his journey to owning a Rolls-Royce begin by being turned away at a Rolls-Royce showroom. Spurred by the rejection, he went on to become the proud owner of not one, but an entire fleet of these prestigious vehicles.
The fateful encounter at the Rolls-Royce showroom
It was the early 2000s, and Joy Alukkas, now the 50th richest person in India with a net worth of $4.4 billion, decided to pay a visit to a Rolls-Royce showroom in Dubai. As the owner of the country’s most prominent jewellery brand, Joyalukkas, Alukkas was no stranger to the finer things in life. But when he expressed his desire to take a closer look at a Rolls-Royce Silver Seraph, the salesperson had a surprising reaction. “If you want to buy a car, you go to the Mitsubishi showroom, you will get a car there,” the salesperson reportedly told him, seemingly dismissing Alukkas as a potential buyer.
Turning insult into opportunity
Alukkas, undeterred by the salesperson’s condescending attitude, decided to prove them wrong. He promptly purchased the Rolls-Royce, determined to show that he was indeed a worthy owner. But rather than keeping the car for himself, Alukkas had a different plan in mind. He decided to give the Rolls-Royce away in a raffle, offering it as a prize to the first person who purchased 500 AED (Emirati dirhams) worth of gold from his UAE business. This unexpected move caused quite a stir in the local community, as it marked the first time a Rolls-Royce had ever been given away in a raffle.
The rise of the Joyalukkas empire
The Rolls-Royce giveaway proved to be a masterstroke for Alukkas. It not only garnered widespread attention but also propelled the Joyalukkas brand to new heights, cementing its position as one of the top gold sellers in West Asia. From humble beginnings in 1987, when Alukkas ventured to Abu Dhabi to launch the family’s first international business, the Joyalukkas empire has grown into a true juggernaut, boasting over 100 stores in India and 60 more across the globe.
Alukkas’ passion for luxury automobiles
The Rolls-Royce incident may have been a defining moment, but it was far from the end of Alukkas’ love affair with luxury cars. Over the years, the billionaire has amassed an impressive collection of high-end vehicles, including a Rolls-Royce Cullinan, which he reportedly added to his fleet just last year for a staggering Rs 6 crore (approximately $800,000).
The story of Joy Alukkas and his Rolls-Royce encounter is not just about the acquisition of a luxury vehicle; it’s a lesson in resilience, entrepreneurial spirit, and the ability to turn adversity into opportunity. In a world where success is often measured by material possessions, Alukkas has demonstrated that true greatness lies in the ability to overcome obstacles, think outside the box, and create lasting impact.
As Alukkas continues to build his empire and expand his collection of Rolls-Royces, his story serves as an inspiration to aspiring entrepreneurs and business leaders around the world. By embodying the values of determination, creativity, and a relentless pursuit of excellence, Alukkas has not only achieved personal success but has also paved the way for a new generation of Indian entrepreneurs to follow in his footsteps.
